尤其是近 5 年来，商品房的网络营销方式和营销途径越来越丰富多样，这些都与
互联网技术和产品的发展密不可分。网络正在改变商品房客户获取信息的方式和
消费习惯，对房地产行业的发展产生了积极的作用，也给房地产市场营销带来了
挑战
[1]
房地产市场营销有行业特征，房地产涉及销售金额大、影响客户购买产品的
因素较多、产品的种类品种品牌众多等，这些特征也造就了房地产的网络营销与
其他产品和服务的营销存在不同
[1]
。近年来，虽然房地产行业不断摸索网络营销的
方式和方法，但是仍然没有在房地产网络营销方面有所建树。因此，本文选取了 A
房地产公司的自媒体营销作为研究案例，首先对互联网、微信自媒体以及房地产
营销相关概念和特征进行了概述。其次，对 A 房地产公司营销发展现状进行了分
析，然后对 A 公司运用微信平台——地产云客营销进行感知度问卷调查研究，通
过问卷的具体分析为 A 公司进一步进行微信营销提供发展启示，同时从微信自媒
体的 4PS 营销策略角度提出了具体的营销策略建议
本文理论联系实践，一方面从自媒体、微信自媒体营销、房地产自媒体营销
等相关概念进行了界定，提出了专门针对房地产的微信自媒体营销模式，有利于
为房地产企业微信自媒体营销提供理论依据，增强房地产企业的核心竞争力、充
分发挥房地产市场营销的作用，实现房地产企业的战略目标和利润增长；另一方
面，通过对 A 公司的具体项目案例研究，将微信自媒体营销模式应用到 A 公司具
体项目中，同时为其他房地产企业项目的营销策略提供决策参考
关键词：房地产营销，微信自媒体，营销策略ABSTRACT
II
ABSTRACT
Information technology is growing faster and faster, mobile Internet has long been
integrated into our daily life, the impact of more and more deep. Especially for the 80
after 90, 00 after the younger generation, the Internet from the information access,
lifestyle, consumption and other aspects of the impact of depth. With nearly 20 years,
real estate as an important pillar industry of domestic economic development,
commercial housing industry is also closely related with the Internet industry, the
Internet for its large amount of information, access to information fast and other
advantages, especially for the Internet is closely related to the commercial housing
Marketing. Especially in the past five years, commercial housing network marketing
and marketing channels more and more rich and varied, these are with Internet
technology and product development are inseparable. The network is changing the way
real estate customers access to information and consumption habits, the development of
the real estate industry had a positive effect, but also to the real estate marketing has
brought challenges.
Real estate marketing industry characteristics, real estate involved in the amount of
sales, affecting the customer to buy more product factors, the variety of product brands
and so on, these features also created a real estate network marketing and other products
and services marketing is different. In recent years, although the real estate industry
continue to explore the way and methods of network marketing, but still no real estate
network marketing achievements. Therefore, this paper chooses A real estate company
from the media marketing as a research case, first of all, the Internet, WeChat from the
media and real estate marketing related concepts and characteristics were outlined.
Secondly, it analyzes the status quo of marketing development of Areal estate company,
and then analyzes the status quo of A company&39;s use of WeChat platform-real estate
cloud customer marketing, and provides the development inspiration for A company&39;s
further WeChat marketing through the specific analysis of questionnaire From the
WeChat from the media 4PS marketing strategy put forward a specific marketing
strategy recommendations.
On the one hand, this paper defines the theory from the media, since the media,
from the media marketing, real estate from the media marketing and other relatedABSTRACT
III
concepts, put forward the real estate WeChat from the media marketing model, is
conducive to the real estate business marketing to provide theoretical basis to enhance
the core of real estate enterprises Competitiveness, and give full play to the role of real
estate marketing to achieve the real estate business strategic objectives and profit
growth; the other hand, through the A company&39;s specific case study, will have a media
characteristics from the 4PS marketing portfolio strategy model applied to A company
specific Project, for other real estate business projects from the media marketing
strategy to provide decision-making reference.
Keywords: Real estate marketing，WeChat media，Marketing strategy目 录
IV
目录
第一章 绪论.......1
1.1 研究背景及意义...........1
1.2 研究思路及内容...........2
1.2.1 研究思路.2
1.2.2 研究内容.3
1.3 研究方法...........4
第二章 相关概念及理论概述... 5
2.1 移动互联网.......5
2.1.1 移动互联网的定义.........5
2.1.2 移动互联网的特征.........6
2.1.3 移动互联网传播机制.....7
2.2 自媒体及其特征...........7
2.3 房地产营销.......9
2.3.1 房地产营销概念.9
2.3.2 房地产市场要素.9
2.3.3 房地产公司营销发展阶段.......11
2.3.4 房地产互联网营销相关研究...13
2.5 本章小结.........16
第三章 A 房地产公司“靖湖港”项目营销问题分析.. 18
3.1A 房地产公司简介 ......18
3.2 “靖湖港”项目简介.......18
3.3 A 房地产公司“靖湖港”项目营销问题调查..18
3.4A 房地产公司 “靖湖港”项目面临的营销问题分析.......
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