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论文编号：	8965
作者编号：	2120142605
上传时间：	2016/12/12 20:02:45
中文题目：	移动互联网背景下松江地产的营销策略研究
英文题目：	Research on Marketing Strategy of Songjiang Real Estate in the Background of Mobile Internet
指导老师：	韩德昌
中文关键字：	营销策略,体验式营销,服务营销,移动互联网
英文关键字：	marketing strategy,experiential marketing,service marketing,mobile Internet
中文摘要：	近年来，在快速进步的互联网技术和普及率日益提高的智能手机的带动下，移动互联网经历着快速的发展。在政策调控和金融调控的双重作用下，近期房地产行业发展环境相对以前有所宽松，但未来房地产业将进入到一种外来限制和自我限制相结合的低调发展模式，就像已经到来的限购政策，房地产业面临着调整产业结构和产业模式的严峻考验。未来几年仍是房地产业经历洗牌的阶段，在此期间，互联网概念将深入到房地产领域，并带给地产业巨大的变革动力。 研究通过选取天津松江地产作为研究对象，通过对宏观环境及行业环境的分析，结合天津松江自身情况和面临的问题，提出采用基于移动互联网背景的体验式服务营销策略，同时对策略的实施及保障进行了论证和分析，以期能够对企业的发展起到促进的作用。 通过归纳演绎法，系统研究法，对比分析法等等，运用PEST分析法，五力模型分析法，SWOT分析法和定位理论，对天津松江面对的问题及问题的原因进行了梳理。通过对移动互联网的现状及移动互联网的出现对营销方式的影响，结合前述分析，确定了要采取的营销策略。 消费者的消费需求也随着日渐提高的收入水平开始发生变化，其相应的需求层次也在向多元化的方向发展，同时移动互联网的发展，也为营销策略的转变提供了环境。通过体验式营销和服务营销，企业能够为客户创造更好的体验，实现和客户的深度交流，最终将结果反映到销售上面，以期在激烈的市场竞争中保持竞争力，最终实现销售指标的完成与利润率的增长。
英文摘要：	In recent years, rapid progress in Internet technology and the increasing penetration of smart phones, mobile Internet undergoing rapid development. In the dual role of policy control and financial regulation, the recent real estate industry development environment has been relatively relaxed, but the future real estate industry will enter into a combination of external restrictions and self-limiting low-key development model, as has been the purchase restriction policy , The real estate industry is facing the adjustment of industrial structure and industrial model and a severe test. The next few years is still the real estate industry experienced a phase of reshuffle, during this period, the Internet concept will go to the real estate field, and bring real estate industry tremendous changes in power. Through the analysis of the macro-environment and industry environment, combined with Tianjin Songjiang's own situation and the problems faced, this paper puts forward the experience-based service marketing strategy based on the mobile Internet background, at the same time the implementation and guarantee of the strategy The author has carried on the demonstration and the analysis, with a view to be able to promote the development of the enterprise. By means of the inductive deduction method, the system research method, the contrastive analysis method and so on, PEST analysis, five force model analysis, SWOT analysis and localization theory were used to sort out the problems and causes of Tianjin Songjiang. Through the analysis of the current situation of mobile Internet, the marketing strategy to be adopted is determined. Consumer demand is also increasing with the increasing level of income began to change, the corresponding level of demand is also a diversified direction, while the development of mobile Internet, but also for the marketing strategy to provide an environment for change. Through experiential marketing and service marketing, the enterprise can create a better experience for customers, realize the deep communication with customers, and finally reflect the results to sales, in order to remain competitive in the fierce market competition, and ultimately achieve the completion of sales targets With the growth of profit margins.
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