Research Of Electronic Business Application In The Real Estate Intermediary Industry

Internet declared the birth of a new commercial era. It is estimated that the global e-commerce market volume will reach 8.8 trillion U.S. dollars in 2007; And China's real estate industry is also developing in a high speed, the commercial housing sales in 2004 exceeded one trillion RMB. People have unprecedented enthusiasm in the application of electronic commerce in the real estate industry, it is reported that the number of domestic real estate website once reached 400. However, due to the blind optimism of prospects and the lack of websites operating experience, many real estate websites were shut down in the after Internet bubble economy, in 2002, only 150 real estate websites survived in China. How can we seize the opportunities of the Internet, launch e-commerce applications in the real estate intermediary industry fast and effectively, thus increasing efficiency and accelerate development? Based on the status of China's real estate intermediary industry, this thesis refers numerous domestic and international marketing research results and many years of actual operation experience in real estate intermediary websites, analyzed and explored the e-commerce application in real estate intermediary industries. This research cited many practical cases, and made comparison and analysis on these cases. It tries to not only provide some reference value for the practical application of real estate intermediary websites, but also seeks to provide first-hand information and research base for further academic research.The first part (I, II, III) first provides an overview of the development background of real estate intermediary website industry, also gives the structure of this thesis and the research method; As we know that the real estate intermediary website industry is e-business, so the thesis analyzed e-commerce itself, including the characteristics of Internet and its impact on traditional industry, analyzed if taking e-commerce activities in China, what conditionality will be encountered, it also provided common model of e-commerce websites and general web shopping procedures. Next the thesis studied on the development states of domestic real estate industry and the current problems, analyzed the entire impact process Internet brought on real estate industry, and focus on comparative analysis of the three patterns that the real estate intermediary industry fissile into under the impact of Internet, that are traditional real estate intermediary, real estate intermediary website, the new real estate intermediary.The second part (IV) is the focus of this thesis; Based on Citihouse.com, it quoted a lot of examples, focused on studying the three key aspects of real estate intermediary websites: means of marketing, profitability models and the methods of payment. In marketing means aspect it includes advertisement, search engine marketing, Email marketing, competitive price ranking, viral marketing, etc..; Profit models included the network advertising, collecting service fee from intermediary companies or from landlord, and data products; In the means of payment, in addition to traditional postal remittances and bank remittances, the thesis also introduced online payment, as well as mobile phone payments, telephone payments which have Chinese characteristics. The article provides a detailed analysis for the marketing means, the profitability models and payment methods through comparison research method, tells the advantages and disadvantages of each mean, model and method, and clear answers to their respective application scopes.The third part (V) gave some suggestions about carrying e-Commerce in real estate intermediary industry. It also set out a number of hot issues in real estate websites operation. As an emerging industry, the business models of Internet have changed a lot, many of the issues such as business ethics, corporate values are difficult to find answers from the traditional industries, and they are precisely related to the long-term development of enterprises and are fundamental issues. These issues have been thoroughly discussed on the paper. On the popular topic -- Web2.0, the article also carried out its analysis and made a prospect of development of real estate intermediary industries in Web2.0 era.