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论文编号：	14975
作者编号：	2320224137
上传时间：	2024/12/7 22:32:33
中文题目：	房嘟嘟APP的营销策略研究
英文题目：	Research on Marketing Tactics of Fangdudu APP
指导老师：	任星耀
中文关键字：	房嘟嘟APP;STP战略;营销组合策略
英文关键字：	Fangdudu APP; Segmentation, Targeting, and Positioning（STP）Strategies; Marketing Mix Tactics
中文摘要：	天津新房市场面临各方压力，上游房源方需快速销售回笼资金，下游经纪人遇购房者减少和信息获取转向线上的挑战，处于房源方和经纪人之间的新房渠道商受同质化竞争的重压。为此，新房渠道商开始整合内部资源、拓展业务链条，提升自身竞争力，房嘟嘟便是典型代表。 本研究以房嘟嘟APP为研究对象，作为房嘟嘟的线上载体，经纪人作为其客户，旨在通过线上APP的打造，强化经纪人的业务合作效率，拓宽购房者的信息获取渠道。此举不仅旨在增强经纪人对房嘟嘟APP的使用粘性，提升其满意度与忠诚度，而且可以从案例中提取一定实践经验，从而构建更加高效、便捷的房地产交易生态系统。 本研究首先分析了新房市场的规模及未来发展空间，揭示了房地产新房渠道商在促进房源去化及提升交易效率方面的重要作用。接着，对房嘟嘟APP的概况及面临的竞争环境进行了深入剖析，阐明了其核心价值及运营策略。在此基础上，结合房嘟嘟自身优势、劣势以及内外部环境的机遇与威胁，进行了SWOT分析，为房嘟嘟的发展提供了战略指导。 通过市场细分，本研究筛选出了符合房嘟嘟APP发展目标的市场，并确定了作为面向中小型房产经纪机构及个体经纪人的赋能平台，通过提供“房源+客源”双重服务，帮助经纪人提升业务效率和效果的定位。在此基础上，从产品、定价、渠道、促销、人员、过程以及有形展示七个维度，为房嘟嘟APP做营销策略研究。通过核心产品、形式产品和延伸产品三个层次的产品策略，帮助经纪人提高业务效能和使用体验。在定价策略上，房嘟嘟APP采用免费+收费的CPS（Cost Per Sale）佣金分成模式，具体的佣金分成比例采用动态定价法，以提高房嘟嘟APP的灵活性和市场竞争力。在渠道上，采用线上+线下融合服务的直销策略。在促销策略上，通过内容、活动以及对合作方的额外权益，提升经纪人满意度。此外，本研究还在人员、过程和有形展示策略上做出了具体分析：主要关注如何通过人员服务和支持经纪人，确保经纪人获得最佳体验；实施持续陪伴的全过程服务策略和强化品牌认知度的有形展示策略。最后，本研究从企业文化及组织架构、人力资源保障以及数据能力与技术优化保障三个维度，深入分析了房嘟嘟APP营销策略的实施保障。 研究成果不仅有助于房嘟嘟APP通过内部资源整合满足经纪人的深层次需求，提升其满意度和忠诚度，进而增强市场竞争力，促进房嘟嘟APP业务的可持续发展；通过帮助经纪人提高寻找和服务购房者的能力，加速天津新房市场的去化进程，推动整个行业的向好发展；同时也为房地产行业的数字化转型树立典范，为行业同仁提供经验和借鉴。通过持续探索与实践，期待房嘟嘟APP及整个房地产行业能够在数字化转型的道路上征途上实现加速前行，迎来更加蓬勃的发展。
英文摘要：	Tianjin's new housing market is facing pressures from various fronts. Upstream property suppliers need to quickly sell units to recoup funds, while downstream real estate agents encounter challenges such as a decrease in home buyers and a shift towards online information acquisition. New housing channel providers, positioned between property suppliers and agents, are under intense pressure from homogenized competition. In response, these channel providers are beginning to integrate internal resources, expand business chains, and enhance their competitiveness, with Fangdudu being a typical representative. This thesis takes Fangdudu APP as the research object. As Fangdudu's online platform, brokers are its clients. The aim is to strengthen brokers' business cooperation efficiency and broaden home buyers' information acquisition channels through the development of the online APP. This not only aims to enhance brokers' stickiness to Fangdudu APP, improving their satisfaction and loyalty, but also to extract practical experience from the case to build a more efficient and convenient real estate transaction ecosystem. This thesis first analyzes the scale and future development space of the new housing market, revealing the significant role of real estate new housing channel providers in promoting inventory turnover and improving transaction efficiency. Subsequently, it conducts an in-depth analysis of the overview of the Fangdudu APP and the competitive environment it faces, elucidating its core values and operational strategies. Based on this, a SWOT analysis is conducted, taking into account Fangdudu's strengths, weaknesses, as well as opportunities and threats in the internal and external environments, providing strategic guidance for Fangdudu's development. Through market segmentation, this thesis selects markets that align with the development goals of the Fangdudu APP and establishes its positioning as an empowerment platform for small and medium-sized real estate agencies and individual agents. By providing "property + customer" dual services, it helps agents improve business efficiency and effectiveness. On this basis, marketing tactics research for the Fangdudu APP is conducted from seven dimensions: product, pricing, channel, promotion, personnel, process, and physical evidence. Through product tactics at three levels—core product, formal product, and extended product—it assists agents in improving business efficiency and user experience. In terms of pricing tactics, the Fangdudu APP adopts a free + CPS (Cost Per Sale) commission-sharing model, with specific commission rates determined using dynamic pricing to enhance the app's flexibility and market competitiveness. For channels, it employs a direct sales strategy that integrates online and offline services. In terms of promotion tactics, content, activities, and additional benefits for partners are utilized to enhance agent satisfaction. Additionally, specific suggestions are provided for personnel, process, and physical evidence tactics. Finally, this thesis deeply analyzes the implementation guarantees for the Fangdudu APP's marketing strategies from three dimensions: corporate culture and organizational structure, human resource support, and data capability and technical optimization support. The research findings not only help Fangdudu APP meet brokers' deep-seated needs through internal resource integration, enhancing their satisfaction and loyalty, thereby strengthening market competitiveness and promoting the sustainable development of Fangdudu APP's business; but also accelerate the digestion process of Tianjin's new home market by helping brokers improve their ability to find and serve home buyers, driving the positive development of the entire industry. Furthermore, it sets an example for the digital transformation of the real estate industry, providing experience and reference for industry peers. Through continuous exploration and practice, it is anticipated that Fangdudu APP and the entire real estate industry will accelerate their progress on the path of digital transformation, ushering in more vigorous development.
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