二手房的网络营销-以链家为例

学士学位论文

二手房的网络营销-以链家为例

摘 要

互联网以及移动互联网时代一个巨大的谎言是：信息是公开透明的，信息不对称已经消失，这也是新兴互联网企业进军传统行业必然宣传的论点，但事实的真相并非如此。1.互联网带来巨大的信息泛滥。2.信息的加工甄别极为困难。3.优质信息的获取壁垒增加。尤其是在二手房源信息网站上，信息筛选对于消费者来说更加困难，虚假房源，问题房源比比皆是，二手房源信息网站的使用普遍是靠中介用钱刷出来的，这就是信息不对称。

目前中介行业面临的问题：市场不规范，鱼龙混杂，消费者对中介行业信任度低；网络信息杂乱，信息不对称，消费者无法找到合适的房源；企业形象树立很难；链家扩展力度太大，留下很多隐患；新员工培训机制不完善。

此文就以上问题简述几点措施：加大销售人员专业及素质培养，留住好员工，树立良好的企业形象；优化网络信息，让搜索变得更加简单快捷，方便消费者匹配房源；解决消费者对传统中介行业的抵制心理，做一家有正能量的企业；放缓扩展步伐，稳扎稳打。

关键词 链家地产； 网络营销； 中介公司；企业形象；

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学士学位论文

Second-hand housing network marketing - A Homelink Case

Summary

Internet and mobile Internet era is a huge lie: the information is open and transparent, information asymmetry has disappeared, which is the emerging Internet companies to enter the argument in traditional industries inevitable publicity, but the truth is not the case.1. The Internet has brought a huge information overload. 2. The screening process is extremely difficult information. 3. To increase access barriers to high-quality information.Especially in the secondary listings website, information filtering more difficult for consumers, false housing, housing problems abound, using secondary listings site generally rely on intermediary with money out of the brush, which is Information asymmetry.

Mediation current problems facing the industry: the market is not standardized, cohabitation, low consumer confidence in the intermediary industry; network information clutter, asymmetric information, consumers can not find suitable housing; difficult to establish a corporate image; efforts to expand the chain of home too , leaving a lot of hidden dangers; new employee training mechanisms are inadequate.

This article briefly above problem points: increase sales staff and

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学士学位论文

professional quality training, keep good employees, establish a good corporate image; optimize network information, make it easier to search for quick, convenient consumer matching listings;address consumer boycott of traditional psychological intermediary industry, there is a positive energy to do business; slowdown in the pace of expansion, moving steadily.

Keywords Chain of family property;Network marketing; Agency; Corporate image;

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学士学位论文

目 录

摘 要........................................................................................ I

Second-hand housing network marketing - A Homelink Case ..... II Summary ..................................................................................................... II

第一章 绪论 .......................................................................................... 1

1.1 论文研究背景...............................................................1 1.2 国内外研究现状...........................................................2

1.2.1 国外研究现状.....................................................2 1.2.2 国内研究现状.....................................................3 1.3 论文研究目的与意义...................................................6

1.3.1 论文研究目的.....................................................6

第二章 “链家地产”网络营销现状与存在的问题 .................. 8

2.1“链家地产”网络营销的运营现状.............................8 2.1.1该企业的背景概况.................................................9 2.1.2目前“链家地产”公司网络营销的运营方式...10 2.2目前链家地产网络营销存在的问题..........................10 2.2.1业主多家中介报盘，发布房源的吸引力度不够11 2.2.2网络营销效率低...................................................12 2.2.3网络营销模式与传统营销模式结合度低...........12 第三章 链家地产网络营销问题原因分析 .................................. 13

3.1 网络营销模式与传统营销方式结合度低的原因.....13 3.1.1链家以传统中介向互联网公司转型的阵痛.......13 3.1.2链家扩张力度太大涉及行业众多专一性差.......13 3.2 网络营销效率低的原因.............................................13 3.2.1没有摆脱二手房信息网站网络端口的束缚.......13 3.2.2自己的链家网推广力度不大...............................13 3.3 对客户吸引力不够的原因.........................................13 3.3.1中介费高于其他中介公司...................................13 3.3.2置业顾问人员良莠不齐.......................................14 第四章 链家地产网络营销的对策与建议 .................................. 15

4.1.1规范经纪人对网络房源信息的真实性、时效性、

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学士学位论文

完美呈现度................................................................................17

4.1.2加强经纪人的专业培训.......................................19 4.2提高网络营销效率......................................................21 4.2.1加强房地产营销人员对发布房源的熟悉度.......21 4.2.2加强链家网的优化让搜索更简单.......................21 4.3加快网络营销模式与传统营销模式的整合..............23 4.3.1房源扩展渠道的整合...........................................23 4.3.2宣传模式的整合...................................................27 结 论.....................................................................................28 结束语.......................................................................................28 致 谢.....................................................................................28 参考文献...................................................................................29

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