Net Marketing Strategy Research Of Soufun’s Resold Apartment

With the development of resold apartment’s network market in China, theupward trend attracting many competitors into this market to acquire benefits, whichleads intense competition. Meanwhile, facing to the rapid development of Internettechnology, users’habits changed. This article uses Soufun’s re-sold apartment website,which has the highest market share in this field,as the researched object.Adopting tomethods such as Information literature analyzation and market research, macroscopicanalysis and microanalysis, this thesis analyzes and solves the problems--such aswebsite design, popularization, brand--which exist in Soufun’s re-sold apartmentwebsite.By analyzing the network marketing present situation and website competitivelandscape of Soufun’s re-sold apartment, this paper uses SWOT analytic method toanalyze the internal advantages and disadvantages and the external opportunities andthreats, taking a conclusion that the importance and urgency to improve combinationInternet marketing strategy of Soufun’s re-sold apartment website.Using website network marketing evaluation’s theoretical standard, this articleanalyzes Soufun second-hand housing network’s present marketing situationthrough website design, Website promotion, websites use evaluation and websitebrand value assessment and other aspects. This paper has a conclusion that thewebsite design is not obvious in the overall impression of set the key action points ofthe users and too many links to the site navigation content. Also, it’s hard to check theresult of content promotion and these is not enough money to cover the offlineadvertising. Last, the website has inadequate attraction to the users. Special contentsonly propel by people and cannot do one-to-one service.According to existing problems of network marketing, this paper proposescombination Internet marketing strategy for Soufun. The proposal begins fromUser’s perspective and website positioning. Then, according to core structure ofintegrated marketing, the suggestion mainly gives product strategy to satisfy the users’individual needs, pricing strategy base on consumer behavior, the network marketing channel strategy which convenient for consumption and promotion strategyto attract consumers to support the system.By discussing the network marketing strategy of Soufun’s re-sold apartmentwebsite, I hope this thesis can provide a reference to re-sold apartment industry howto develop network sales and make a little contribution to other industries internetmarketing research.