摘要随着网络经济不断壮大，网络营销模式逐步取代了传统的营销模式成为房地产企业应用最多的宣传手段，使房地产企业的业务往来更加方便快捷。网络营销模式越来越受到广大房地产商的重视。很多的房地产商致力于把网络营销管理与企业未来的发展放在同一高度。本文从所处环境、市场走访调查、相关文献阅读、案例分析等多个角度对骄阳房地产公司的网络营销模式进行调查分析，通过分析研究房地产项目的各种环境和企业当前的发展状况以及企业现有的一些问题，制定了符合企业自身和市场大环境的互联网营销策略和手段，加大对网络营销管理的重视，制定网络营销策略。重点探讨互联网营销模式改变所带来的影响，并在其背景下，如何创建骄阳房地产的网络营销模式，并加以优化创新。为互联网营销策略中遇到的问题提供解决方案，加快了互联网营销模式的发展，为企业日后的发展奠定基础。关键词：骄阳房地产公司；网络营销模式；营销策略；AbstractWiththecontinuousgrowthoftheInterneteconomy,thenetworkmarketingmodelgraduallyreplacesthetraditionalmarketingmodel,becomingthemostwidelyusedmeansofpublicityinrealestateenterprises,makingthebusinesstransactionsofrealestateenterprisesmoreconvenientandquick.Moreandmorerealestatedeveloperspaymoreattentiontothenetworkmarketingmode.Manyrealestatecompaniesarecommittedtodividingthenetworkmarketingmanagementandthefuturedevelopmentofenterprisesinthesameposition.Morefromtheperspectiveofenvironment,marketinvestigation,literaturereadingandcaseanalysisofsunRealEstateCompanynetworkmarketingmodeltocarryoutinvestigationandanalysis,theproblemsexistinginenvironmentalanalysisofthedevelopmentofrealestateprojectsandtheenterpriseandenterprise,establishtheenterpriseitselfandthemarketenvironmentoftheInternetthemarketingstrategyandmeanstoincreasenetworkmarketingmanagementattention,thedevelopmentofnetworkmarketingstrategy.FocusesontheimpactofchangesintheInternetmarketingmodel,andinitscontext,howtocreateanetworkmarketingmodelofthesunestate,andoptimizeinnovation.ProvidesolutionstomeetInternetmarketingstrategiesandacceleratethedevelopmentofInternetmarketingmodel,tolaythefoundationforthedevelopmentofenterprises.KeyWords：SunRealEstateCompany;networkmarketingmodel;marketingstrategy;目录摘要................................................................IAbstract................................................................II一、绪论................................................................1（一）研究背景..........................................................11.网络营销时代的到来..................................................12.网上拍卖市场的兴起..................................................13.房地产企业竞争将日益激烈............................................14.房地产市场消费需求的日益多元化......................................1（二）硏究目的与意义....................................................21.研究目的............................................................22.研究意义............................................................2（三）国内外研究综述....................................................21.国外研究综述........................................................22.国内研究综述........................................................3（四）研究的主要内容....................................................4二、房地产网络营销理论基础..............................................6（一）房地产网络营销的定义..............................................6（二）房地产网络营销功能.......................................
