Research On Internet Marketing Strategy Of Real Estate Enterprises

According to the 41st "Statistical Report on Internet Development in China" published by the China Internet Network Information Center,as of December 2017,the number of Internet users in China has reached 772 million,and the Internet penetration rate is 55.8%,an increase of 2.6 percentage points from the end of 2016..With the popularization of the Internet in our country,the increasing degree of importance attached to the Internet by the government,and the increasing awareness of the Internet among residents and enterprises,more and more traditional enterprises have begun to try to carry out marketing on the Internet.In recent years,with the rapid development of the real estate industry,the real estate industry has become an important pillar industry in China.In 2017,the state introduced relevant policies to regulate and control the real estate market.The real estate market showed a downward trend.The main indicators appeared to be divided,and the sales growth rate showed a declining trend.The price increase slowed down.Real estate companies are faced with increasing costs as they conduct marketing.Marketing activities through the Internet are not only less costly,but also have broader marketing scope and better marketing results.Therefore,real estate companies began to try to combine online marketing with traditional marketing models to create an integrated online and offline marketing system.This article starts with the basic concepts of real estate marketing and internet marketing,expounds the connotation and basic theory of real estate marketing,analyzes the 4P and 4C basic theories in real estate marketing,and studies the characteristics and strategies of internet marketing.Afterwards,taking the H project of H Real Estate Company as an example,the status quo of H company's network marketing was analyzed,and the existing problems were pointed out.The PEST analysis method was used to analyze the political,economic,social,and technological environment of the company,using Porter.The five force model theory analyzes the competitiveness of suppliers,substitutes,potential competitors,buyers,and existing competitors.Finally,there are five problems in the online marketing of X project:management lacks network marketing concept,lack of information management system,lack of network service content,lack of network promotion channels,and lack of operation and maintenance of social network.Based on marketing 4C theory,H company real estate develops a customer-centric,more suitable network marketing strategy for the real estate market in Baise.