| In the 1990s,the Internet was formally used in most parts of China.After nearly 25 years of development and promotion,China has surpassed the United States to become the largest user of the Internet on Earth.With the rapid development of the Internet field,the era of Internet economy is coming.According to the data of the National Bureau of Statistics,by February 2018,the scale of Chinese netizens has increased to 772 million people.More than half of Chinese people use the internet.Its penetration rate is 50%higher than the world average level of 3.2%,and the growth rate is about 6%.Nowadays,with the surge of internet,every stage of marketing process can not be separated from the support of Intermet technology.Real estate enterprises should integrate internet marketing into every link of traditional marketing plan.The combination of the two will also promote the development and innovation of real estate industry at a faster speed.Real estate industry is very different from other traditional industries,such as light and heavy industries.The most striking feature is that real estate belongs to a highly capital-intensive industry.The good capital chain of developers is the basis for the normal operation of enterprises.Therefore,how to combine the traditional marketing model with the Internet marketing model to make the products sold faster and more efficiently,and make the products attract consumers and thus get the cost?Recovery of funds,further enhance the overall efficiency of enterprises is the real estate industry most concerned about and to solve the problem.Compared with the traditional marketing model,network marketing has many characteristics,such as:a large number of network audience,timely dissemination of information,less labor costs and so on,which can create many business opportunities for the real estate industry.But real estate enterprises are also constantly trying to save costs,the combination of real estate and the Internet will inevitably produce great success,so it is very necessary to evaluate the performance of online marketing,and then determine whether the profit margin of Internet marketing meets the requirements of enterprises.According to the latest literature and periodicals at home and abroad and the consulting of experts and scholars,this paper gives a new interpretation of the definition of online marketing according to the unique nature of real estate at present,and studies several marketing modes in the literature to determine the scope and theoretical basis of the use of online marketing.And through the research of the latest periodicals,this paper makes a detailed study and elaboration on the development process of traditional marketing and network marketing in the real estate industry at home and abroad,and summarizes the experience of marketing.And its marketing means are not used with other industries.This paper analyses the use effect of its marketing model.Brainstorming method is used to determine the factors affecting marketing,and then a scientific and effective performance evaluation system can be established by evaluating indicators.In this way,the real estate marketing effect can be monitored in real time,and the feedback of marketing effect is timely,accurate and convenient to adjust the marketing plan.Taking Greenhouse Kapok Cotton Project as an example,this paper establishes a performance evaluation index system for its application,and then evaluates the overall network marketing effect of the project.Applying the index system to specific projects can make the paper more convincing.After evaluating the effect of the whole network marketing,the paper puts forward a better optimization scheme for the marketing scheme. |
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