摘要
II
摘要
当前，我国房地产企业面临的突出问题，是如何适应国家经济结构调整的发
展大局，以及新的“房子是用来住的，而不是用来炒的”的房地产行业定位。在
政策导向从原来的鼓励、推动到现在的谨慎、稳健的转变过程中，不断探寻出适
应环境变化的发展之路来，而这也对企业营销管理和营销策略的制定提出了更高
的要求。随着当前信息技术的快速发展，新兴社交媒体、交流工具的不断涌现，
社会大众的信息沟通和交流的渠道和方式越来越趋向于互联网技术的应用。企业
如何适应当前的互联网社会、自媒体社会，在不丢失传统的营销推广影响力的同
时，借助自媒体、网络的信息传播优势，快速有效的传播和推广企业（品牌）文
化，开展适应当前社会需求的自媒体营销，是保证企业在移动端快速发展背景下
稳定可持续发展的必由之路
首先，本文从国内外对于网络营销、自媒体营销等相关理论研究成果进行了
述评，并在此基础上以T房地产公司作为研究对象，分析了T房地产公司所面临
的宏观环境和行业竞争压力之后，利用SWOT分析模型揭示出公司在发展运营过
程中存在的优势、劣势、机会和威胁，认为自媒体营销对于公司的稳定持续发展
意义重大。接着，从组织体系、人力资源、营销策略制定等多个方面分析了当前
公司自媒体营销工作现状，指出管理架构不清晰、营销内容缺乏互动性、策略制
定缺乏针对性等问题是造成自媒体营销工作停滞不前的原因，相对应的提出了策
略规划建议、营销内容优化和营销方式调整等建议。最后，通过实施优化自媒体
营销内容和方式，并调整对网络营销的管理模式和人才队伍配置，来推动企业自
媒体营销的策略优化和效益提升
本文总结后认为：自媒体营销在房地产行业应用广泛，尽管在内容和形式上
各有特点，但线上导流、线下服务的营销思路原则是一以贯穿的；房地产行业内
先进企业基本实现了涵盖项目开发与推介、营销系统、物业服务、售后管理为一
体的自媒体营销服务系统。相对比而言，T公司在自媒体应用上还需要更为持续
的、能涵盖企业客户管理服务各个方面工作环节的优化和提升
关键词：房地产营销；网络营销；自媒体营销
ABSTRACT
III
ABSTRACT
At present, China's real estate enterprises are facing outstanding problems, how
to adapt to the national economic restructuring, and the new positioning about the real
estate industry. Which is house is used to live, not used to fry. In the policy-oriented
from the original encouragement, to promote the current cautious, and this
requirement enterprise marketing management and marketing strategy to put forward
higher standard. With the rapid development of information technology, emerging
social media, communication tools, the public information communication and
communication channels and ways more and more tend to the application of Internet
technology. How can adapt to the current Internet society, from the media society,
without losing the traditional marketing promotion influence at the same time, quickly
and effectively spread and promote enterprise (brand) culture, to adapt to the current
society Demand from the media marketing, is to ensure that enterprises in the mobile
side of the rapid development of the background of sustainable and sustainable
development of the only way.
First, this paper reviews the domestic and foreign research results on network
marketing, self media marketing and other relevant theoretical research, and on this
basis, T real estate company as the research object, analyzed its macro environment
and industry competition pressure, by using the SWOT analysis model reveals that the
company exists strengths, weaknesses, opportunities and threats during the develop,
believes that the self media marketing has great significance for the company
sustainable development and stabilization. And then analyzed the current situation of
self media marketing of the company from the organizational system, human
resources, strategy development and other aspects, pointed out that the reasons of the
stagnation of self media marketing are the unclear management structures, no
interactive marketing contents and the lack of strategy formulation target, proposed
the corresponding suggestions of strategic planning, marketing content optimization
and marketing adjustment. In the end, by optimized the content and the mode of self
media marketing, and adjusted the management mode and team allocation of network
marketing, to promote the strategy optimization and benefit enhancement of company
self media marketing.
The conclusion of this paper: the self media marketing has been widely used in
ABSTRACT
IV
the real estate industry, although it has its own characteristics of content and form, but
the marketing principle of online diversion and offline services is the same; The
advanced companies in the real estate industry basically implement the self-media
marketing service system which including project development and promotion,
marketing system, property service and after-sales management. By comparison, T
company needs to optimize and improve the more continuous work link and to cover
all aspects of customer management services in the self media application.
Key words: Real estate marketing；internet marketing；we media marketing.。