摘    要随着各大城市房地产“限购令”的出台，房地产营销形势日益严峻。房地产企业移动互联网开展创新营销，抢占移动营销终端，提高营销效率和质量，更好地为消费者提供个性化营销服务。所以基于移动互联网的房地产营销模式探究有其现实意义。本文从目前房地产移动营销的研究现状、研究问题以及当今房地产移动营销的相关理论依据着手，重点剖析房地产移动营销中的O2O、社交平台和大数据营销模式。探索了基于移动互联网的房地产营销模式与应用前景。以绿城千岛湖玉兰花园项目的移动营销为例，实证分析现行网络模式下的房地产移动营销对比传统营销具有绝对优势。移动互联网时代下的房地产营销模式研究不仅对房地产移动营销提供了一个全新的发展思路，同时也为以房地产为代表的传统企业提供了基于移动互联网的创新营销模式。88351

Abstract： With the major cities of real estate "purchase order" the introduction of real estate marketing situation is increasingly grim。 Real estate enterprises through the combination of mobile Internet to carry out innovative marketing, to seize the mobile marketing terminal, improve marketing efficiency and quality, and better to provide personalized marketing services to consumers。 Therefore, based on the mobile Internet real estate marketing model to explore its practical significance。 This paper focuses on the analysis of O2O, social platform and large data marketing model in real estate mobile marketing from the current research status of real estate mobile marketing, the research problem and the relevant theoretical basis of real estate mobile marketing。 And explores the real estate marketing model and application prospect based on mobile Internet。 Taking Qingcheng Qiandao Lake Magnolia Garden project as an example, the empirical analysis of the current network model of real estate mobile marketing contrast with traditional marketing has an absolute advantage。 The study of real estate marketing model under the mobile Internet era not only provides a new development idea for real estate mobile marketing, but also provides innovative marketing model based on mobile Internet for traditional enterprises represented by real estate。

毕业论文关键词：移动营销； 房地产营销； 营销模式

Keyword: Mobile marketing; Real estate marketing; Marketing model

目录

1。引言 3

1。1选题背景 3

1。2研究目标和意义 3

1。3研究内容和方法 4

1。4研究创新点 4

1。5技术方案 5

2。国内外研究现状 5

2。1 房地产传统营销模式 5

2。1。1房地产传统营销模式分析 5

2。1。2房地产传统营销模式存在的问题 6

2。2 房地产O2O营销模式分析 6

2。3 房地产平台营销模式分析 6

2。4 房地产大数据营销模式分析 7

2。5研究中存在的问题 7

3。 移动互联网时代下源-于,优W尔Y论L文.网wwW.youeRw.com 原文+QQ75201,8766房地产营销模式概述 7

3。1移动互联网时代下的房地产营销模式 7

3。1。1移动互联网时代下的房地产传统营销模式