The Real Estate Network Marketing Model For Innovative Research

The real estate marketing was effected by macroeconomic environment。Followed the new"Eight policies"issued ,and real estate"restriction order"rules proposed in many cities, the real estate market situation is becoming seriously in 2011.On the other hand, as the continuous growth of the demand for real estate,residents' requirements of service quality and efficiency are also rising。so that real estate marketing is facing enormous challenges,and the traditional marketing methods of real estate can't meet the people's increasingly diverse and individual needs。Therefore, the real estate enterprise become focus on how to avoid risks and innovate marketing model in the national macro-control policy.According to CNNIC's Report, by the end of 2010, the scale of Chinese network users has reached 457 million.At present, China's network marketing services have been trusted, accepted and used by more and more users, for real estate enterprises,network marketing opens up a wider marketing space, the massive network users provide a solid customer base for network marketing of real estate enterprise, the network marketing of real estate will gradually replace the traditional marketing and become a trend of times as the popularity of internet.This paper based on innovative ideas,and followed the principle of theoretical analysis and practical application, at the same time,the paper apply multiple subject theory and method, including human geography,real estate management,network marketing,E-business,etc. The"collective bargaining"network marketing innovative model of real estate put forward by this paper has important theoretical and practical significance to meet the customer needs and promote the innovation and development of real estate enterprise.The main contents of the paper is as follows:first,the paper analyses the current situation of real estate network marketing,including the application of network marketing in real estate marketing and the major network marketing model of real estate,and then analyzes the real estate advantages ,problems and trends of online marketing.Secondly,the paper construct"collective bargaining"network marketing innovative model attached to real estate, and put forward four major modules of internet integrated marketing of real estate,including direct procurement module, information sharing module, auction sales module and database management module,this section is the key contents of the paper,the important innovation point of the paper is introducing"collective bargaining"pricing models of the auction theory into real estate online sales, which as the main operating mechanism of"collective bargaining"pricing models.Thirdly, this paper put forward five marketing strategy corresponding for the mode operation,including the network market research strategy, network pricing strategy, network channel strategy, online sales promotion strategies and network promotion strategy.Finally, according to the realistic environment of network marketing, this paper put forward effective measures to promote"collective bargaining"network marketing innovative model implementation from four levels,they are technical, management, security and legal systems.