摘要随着我国房地产业的飞速发展，房地产市场的竞争日趋“白热化”。房地产开发商及销售商越来越重视网络事件营销在房地产营销中的应用。纵观网络事件营销的理论和实际应用状况，网络事件营销在房地产营销的实施过程中正转向内涵化与规范化，但具体的营销实践中存在的一些典型问题，值得引起重视与深思。本文基于4I营销理论针对房地产企业在进行网络事件营销存在的问题提出了4个策略，选取了广东保利地产网络事件营销的案例，分析识别、整合、互动、强度策略在网络事件营销中的可行性。最后给出了房地产企业进行网络事件营销的注意事项，可以给房地产企业进行网络事件营销提供一定的借鉴作用。47905

Abstract

With the rapid development of China's real estate industry, competition in the real estate market is becoming more and more "intense." Real estate developers and vendors became more attention to online marketing applications in the event of real estate marketing. Throughout the theory of network event marketing and the practical application of network event marketing, the network event marketing in the process of real estate marketing implementation is turning connotation and standardization, but some typical problems specific marketing practices exist, worthy of attention and reflection. Based 4I marketing theory for the problems which happened in the network event marketing for the real estate enterprises.  I raise four strategies in the paper. This paper selected Guangdong Poly real estate network marketing case, and analysed the feasibility of identify, integrate, interactive, strength in the network event marketing. Finally, there are some considerations for the real estate enterprise who will carry out the network event marketing. It can provide a reference for the real estate enterprise.

毕业论文关键词：房地产； 网络事件营销； 潜在消费者；关注度

Keyword: Real estate; The network marketing events; Potential customers; attention

目    录

1 引言 5

1.1 研究背景及意义 5

1.2 研究内容 6

1.3 本文创新点与不足 6

1.3.1 创新点 6

1.3.2 研究存在的问题 6

2 文献综述 6

2.1 网络事件营销国内外相关理论 6

2.1.1 事件营销 6

2.1.2 网络事件营销 7

1.2.1 网络事件营销的特征 7

2.1.3 总结 7

2.2 4I营销理论相关研究 8

3 房地产企业网络事件营销现状分析 8

3.1 我国房地产现状分析 8

3.2 我国房地产市场趋势分析 10

3.2.1 房地产企业专业化程度越来越高 10

3.2.2 房地产市场细分加速 10

3.2.3 营销模式创新程度越来越高 10

3.3 房地产网络事件营销现状分析 11

3.3.1 房地产网络事件营销的应用 11

3.3.2 房地产网络事件营销中的问题 11

4 基于4I理论的房地产网络事件营销策略