Design And Implementation Of The Online Marketing Plan For The “New, New And New” Project Of Shanghai North High-tech Group

Into the 21 st century,electronic information technology and Internet developed rapidly,digital and network more and more closely related to our daily lives.At the same time,Internet-based network marketing as a new way of marketing has greatly changed the marketing activities of enterp rises,Internet marketing has also become an important way for many companies to carry out marketing activities.For real estate enterprises,with the real estate business competition between the intensified,real estate industry matures,its marketing concept has been concerned about the enterprise's position into focus on customer's position,network marketing as a new marketing.Network marketing as a new type of marketing,from the customer to meet the individual needs,to achieve a quick interaction between customers and enterprises and communication,has been the real estate business attention and concern.This paper analyzes the necessity of constructing the network marketing scheme of "Xinzhongxin" project with the example of "Xinzhongxin" proje ct in Shanghai Shibei High-tech Park as an example.Through the project's SWOT analysis and STP strategy choice,developed a specific network marketing strategy.This article starts from the basic concept of network marketing,analyzes the mode and characteristics of network marketing,and expounds the four basic theories of network marketing.At the same time,according to the four theories of network marketing,from the product,price,channel and promotion of four aspects of the network marketing strategy analysis.On this basis,this paper summarizes the project of "Xinzhongxin" in Shanghai Shibei High-tech Park,analyzes the existing marketing situation and existing problems of the project.At the same time,this paper analyzes the advantages and disad vantages,opportunities and challenges of commercial real estate by SWOT analysis of Shanghai Shibei High-tech Park and “Xinzhongxin”project.Then,according to the problem that the target market is not clear in the "Xinzhongxin" project,this paper makes a detailed analysis of its commodity category and the market according to the regional fine variable.In the completion of the target market selection,but also clear the "Xinzhongxin" project target market positioning,to achieve the "Xinzhongxin" project target market strategy.Finally,combined with the SWOT analysis and STP strategy choice,based on the theory of basic theories of network marketing,the product strategy,price strategy and channel suitable for its long-term development and matching with the planning of Shibei High-tech Park are developed.While the use of these network marketing strategy as the core implementation of network marketing program.Then,the "Xinzhongxin" project implementation of the network marketing program after the effect of examples and analysis.The results of this study can provide some reference for the commercial land project of the city and the other enterprises in the same industry.