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论文编号：	7924
作者编号：	2120132695
上传时间：	2015/12/8 18:15:50
中文题目：	远洋地产集团微信营销策略及实施的研究
英文题目：	Research on WeChat Marketing Strategy and Implementation of Sino-OceanLandCo.,Ltd.
指导老师：	李东进
中文关键字：	微信营销策略;品牌策略;整合营销策略;房地产企业营销策略;
英文关键字：	WeChat Marketing; Real Estate Enterprise; Marketing Strategy; Marketing Implementation;
中文摘要：	社交网络自90年代的BBS时代开始发展至今二十余年，至2011年上线的微信，借助移动互联的特有属性，彻底改变了中国人的社交方式及生活习惯、消费习惯。 中国的房地产行业自1978年起步至今将近三十年的发展历程，从盖什么卖什么的时代，发展到如今的基于消费者需求的产品研发阶段，已经从最初的卖方市场过渡到了如今的买方市场，消费者的自主性、个性化更加明显。 随着各个房地产开发企业之间的客户争夺战愈演愈烈，房地产和微信两个貌似互不相关的行业，在如今发生了千丝万缕的联系。 自2011年微信上线，其作为移动互联时代社交网络的典型代表，不仅改变了中国人的社交方式，同时也改变了消费者的消费习惯。微信形成的“朋友圈”不仅成为了中国人际交往的圈层基础，也成为了消费者在进行消费决策时的重要参考依据。在微信上进行品牌营销、口碑营销成为了大多数企业的营销重点。 作为一家国有大型全国性质的房地产企业，远洋地产集团迎合新时代的需求，为了开拓更多的消费者渠道通路，投入大量财力、物力、人力在全集团范围内推行微信营销，并取得了一定的成果，但是任然存在诸多的问题，从传统营销方式转换为微信营销思维，是全体营销人需要面临的共同问题。通过本文，作者希望能为房地产企业的微信营销发展提供更多的实践经验，近一步体会到微信带来的营销方式的变革。
英文摘要：	Since 90’s of BBS was appeared, Social networking has developed more than 20 years. Since 1978, real estate industry of china has developed more than 30 years, the respective development of real estate and the Internet thinking make this happened to the seemingly unrelated industry links. WeChat launched since 2011, as a typical representative of mobile Internet era social network, which not only changed the way of the Chinese social, but also change the consumption habits of consumers. WeChat formation of the "moments" has became the Chinese interpersonal communication’s foundation, moreover, has become the important reference for consumers in the consumer decision. Brand marketing, word of mouth marketing in WeChat became the focus of most enterprises marketing. As a large state-owned nature of the country's real estate enterprise, Sino-OceanLand Group to receive the demand of new era, in order to open up more channels of consumer pathway, invest a lot of financial and material resources, human in WeChat marketing in the range of company. WeChat has obtained the certain effect, but still has many problems, from the traditional marketing way into WeChat marketing thinking, is a common problem facing all the marketing people. In this article, the author hopes to WeChat marketing development of real estate enterprises to provide more practical experience, further realize WeChat innovation in the way of marketing.
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