房地产网络营销的发展与创新研究

Research on the development and innovation of real estate network marketing

当下互联网的迅速普及对各行各业的影响凸显,与互联网融合也是实现技术创新、发展升级的必由之路。随着房地产市场的逐渐规范、购房理性回归,房地产传统营销方式的渠道单一、理念落后等弊端已远不能满足市场需求,众多房企尝试房地产网络营销模式,但存在内容单一、有效信息少、效果差等诸多问题。通过梳理房地产网络营销发展现状及特征,剖析存在的问题,提出促进房地产网络营销健康发展的模式及策略。

At present, the rapid spread of the Internet has a great impact on all walks of life. Integration with the Internet is also a necessary way to achieve technological innovation and development. With the gradual standardization of the real estate market and the return of rational purchase of real estate, the traditional marketing methods of real estate have a single channel and backward ideas, and other drawbacks,which can not meet the market demand. Many housing companies have tried the real estate network marketing model. However, there are many problems such as single content, little effective information, and poor effectiveness. Through combing the current situation and characteristics of the development of real estate network marketing, analyzing the existing problems, it puts forward the model and strategy to promote the healthy and rational development of the real estate network marketing.