Research On Real Estate Marketing Strategy Transformation Of Sichuan ZR Company

In recent years,"Internet +" developed deeply and spread widely,made information and intelligence rapidly infiltrate into every corner of the country,caused a strong impact on the marketing mode of all walks,and also subverted traditional cognition of consumers to the marketing of real estate.Internet and information technology have become the mainstream information channels and new selling points in the real estate industry.Researching strategy transformation under the background of "Internet +" has become an inevitable choice for real estate.I work in ZR company.This paper takes ZR company as the research object and takes the impact of the "Internet +" background on the traditional marketing mode of the real estate industry as the breakthrough point,launching a study on the transformation of marketing strategy.On the basis of explaining the background of the topic selection,summarizing the significance of the research,introducing the real estate industry and network marketing,the paper carries out the analysis of the industry development status quo and the impact of the Internet on the industry development.Then,this paper complets the operation status of ZR Company,the existing marketing mode,and the economic,transportation and industry environment of the main marketing areas,organizes and carries out the field survey.The purpose of this survey is to understand the current situation of the local real estate market and consumer preferences for housing,so as to determine the shortcomings of the existing marketing work of ZR Company,and to provide support information for the improvement of the marketing model;then,we carried out the Internet backing for the real estate land auction,design and construction,marketing,community operation stages.Under the circumstances,ZR company's marketing strategy transformation design.The innovation of this research is to take ZR company as the research object,based on the "Internet plus" background,exploring a network marketing strategy covering the whole process of real estate product development,including land auction,design,construction,marketing and community operation.On the basis of referring to the existingliterature and successful enterprise cases and combining with the status quo of ZR company,we form the marketing strategy,which has a strong pertinence and guidance to the current marketing work of ZR company,and besides,can effectively support ZR company to grasp the pulse of the times,innovate the marketing mechanism,and achieve accurate marketing,optimizing the management of existing business processes and marketing modes.At the same time,the research ideas and results of this paper have strong industry applicability and reproducibility.we hope this paper can provide some inspiration for domestic real estate enterprises to carry out new forms of marketing improvement research.