Research On HW Real Estate E-commerce Marketing Channel Construction

Real estate industry in our country occupies a pivotal position in the economy as a whole scale,promoting China’s economic development and social stability,have sprung up since reform and opening up the real estate brokerage industry booming,number of companies in 2020,the national real estate brokerage business is 18.3 m,the number of people employed more than 1.5 million.With the homogenization of direct selling and agent selling in real estate industry,the industry is facing more fierce competition.Electric business platform of the real estate industry,marketing agency,intermediary of chain stores,party a sales team and other various sales and channel segment of the construction of the company constantly emerging,and evolution,the real estate industry competition are not limited to the competition between industry,more and more embodied in the industry and the marketing channel competition between the value chain,thus HW electric business platform of real estate is trying to enhance the link between the real estate industry and the marketing channel,taking advantage of the information platform,massive bilateral market share to establish accurate,efficient and stable marketing channels,realize the industry and whole market oriented real estate electric business platform,In this way,the core competitive advantage of HW enterprise is formed.From the perspective of benefit sharing and bilateral market,this paper makes an in-depth discussion on the establishment of efficient and stable marketing channels for various marketing agencies,chain stores and other industries with e-commerce platforms as the core,so as to enhance the competitiveness of enterprises.Firstly,taking HW company as the research object,this paper analyzes the background and significance of channel construction in the brokerage industry from the perspectives of the development course of the brokerage industry and the types of real estate e-commerce platforms,and summarizes the relevant theories.Secondly,the development of the industry,the status quo of management,the channel business model and the development of HW company,the status quo of channels,market share and other situations to make a simple introduction to explain the company’s existing problems,and combined with porter’s five forces model to analyze the competitiveness of HW enterprises;Again using Hotelling model for HW company make assumptions and the thorough analysis,finally it is concluded that network externalities,differentiated service or product and the price elasticity is the main factors influencing the enterprise competition,based on this,advances the implementation of the marketing channel construction benefit sharing type scheme and measures to promote the competitiveness of the company’s channel.This paper studies the marketing channel model of the real estate e-commerce trading platform,which plays a certain practical significance in improving the real estate channel management and the standardization of the brokerage market.