北京理工大学珠海学院 2017 届本科生毕业论文互联网时代下的房地产策划销售与管理——以万科集团为例摘 要随着科技的不断发展和互联网技术的发展，互联网已成为新的发展模式，这对于传统的市场营销为主的企业产生了严重的影响和改变。本文通过对相关理论及定义的研究学习为下文的研究奠定坚实的理论基础，对万科集团互联网营销发展现状的具体分析，以保证下文研究的内容的真实可靠，万科集团在互联网背景下实行市场营销利用 SWOT 分析法对万科房地产互联网营销的优势、劣势、机会和威胁进行全面分析后，对万科集团网络营销存在的营销理念和营销思路落后，网络建设中技术不足以及互联网产品定位和产品升级不佳等问题，本文提出了“互联网+”营销组合策略来提升对客户的服务品质，且实行双向互动的网络营销平台搭建提升整体网络营销能力，最后对O2O 模式的开发为房地产网络建立网络地产品牌的建议对策，以改进房地产产品和营销服务改善现状，并建议房地产企业建立自主的互联网营销平台。关键词：互联网+ 万科房地产 策划销售 营销管理I北京理工大学珠海学院 2017 届本科生毕业论文AbstractWith the continuous development of science and technology and the continuous progress of Internet technology ," Internet "has become a new business development model, which has a great impact on the marketing, operation management and production and operation of traditional industries. In addition, there is an experiential marketing model, using measures such as setting up sand tables and models in the marketing center, so as to stimulate the purchase desire of buyers and make buyers have a better sense of experience. This document provides a solid theoretical basis for future research, studies relevant theories and definitions, and makes a specific analysis of the current marketing situation of the group network，so as to ensure the truth of the contents of the following research Reliable, With regard to Internet marketing, the expert group uses the Internet marketing method to make a comprehensive analysis of th...
