Research On E-commerce Marketing Strategy Of A Real Estate Company

As an important support for China's economic development,the development of the real estate industry in recent years is very rapid,and in a period of time to form a boom.The state government to support the healthy development of real estate,curb speculative real estate boom led to the overheated real estate market phenomenon,the introduction of a variety of macro-control means to rectify the real estate market.After a period of adjustment,the real estate industry development speed gradually slowed down,the rate of capital return is greatly reduced,commercial housing inventory high in some places,developers need to explore an efficient means of marketing to break through this dilemma.In 2015 the scale of China's e-commerce transactions has exceeded 18 trillion yuan,e-commerce gradually into people's lives and loved by the people,people's shopping habits have undergone tremendous changes;people can buy rich goods online,very convenient.In this context,some visionary developers see the broad prospects of the development of electronic commerce and the brave attempt,hoping to break the current marketing dilemma,realize the sustainable development of the Real Estate Company.In the new situation,A Real Estate Company to think about changing marketing strategies to cope with the downturn in the market environment.In this paper,according to the development trend of the real estate electronic commerce,according to the current situation of the development of the real estate enterprise A company,this paper puts forward the electronic commerce marketing strategy according to the actual situation of A company.First of all,from the literature to obtain the status of e-commerce research,based on the development of the real estate e-commerce,the application of the situation,learn some of the real estate business e-commerce marketing success experience.Secondly,fully analyzes the macro and micro environment of A e-commerce marketing Real Estate Company,and comparison of the current real estate market situation,uses the SWOT matrix analysis,summed up the advantages of electronic commerce,A Real Estate Company in the marketing process weaknesses opportunities and threats.Finally,according to the actual situation of the current A e-commerce real estate marketing,clear objectives and targets of the e-commerce marketing,e-commerce marketing strategy of the company's direction,and the specific content of e-commerce marketing strategy is put forward from six aspects,namely,to build the brand image of enterprises and strengthen the third party electric characteristics the platform of cooperation;to monitor business platform,strengthen the ability of data analysis;promote the related marketing promotion;relationship marketing;marketing to promote the reaction;focus on the integration of marketing online and offline marketing.Through the effective layout of e-commerce programs to help A Real Estate Company to establish a new concept of e-commerce,A Real Estate Company will promote the integration of online and offline marketing.