未来房地产网络营销在线交易模式  

The Creation of Future Online Transaction Mode in Real Estate Network Marketing

作　　者：程明书[1] 彭晓愈[1] 

机构地区：[1]四川农业大学商学院,四川都江堰611830

出　　处：《中国房地产（学术版）》2013年第10期31-36,共6页China Real Estate

摘　　要：当前,我国电子商务技术得到了迅猛发展,房地产网络营销是必然的趋势,部分房企试水房产电商并建立独立的区域性体系,却收效甚微,弊端与瓶颈凸显。通过对我国房地产网络营销宏观和微观上现存问题的分析,提出未来房产的"整体—区域"在线交易模式的要点以及构建。首先,在政府引导下,房地产企业和第三方机构以购房者为中心,构建出四位一体的全国整体性营销信息平台体系;其次,在此基础上建立由企业、购房者、第三方机构组成的区域性在线交易三角关系;最后,诱导更多的企业进入,进而构建出有效的房产在线交易模式。At present,the e-commerce technology obtains booming development and the real estate network marketing is the inevitable trend. Parts of the estate enterprises attemptted to the realty electronic commerce and established independent regional system,while received little effect shortcomings and bottlenecks highlighted.By analysing the macroscopic and microscopic key problems existed in the network marketing of real estate in our country , the future＂the whole to part＂ real estate online transaction model is proposed . Firstly, with the government＇s guidance, the real estate enterprises and third-party guarantee organization construct a quaternity national marketing information platform system centered on customers ; Secondly, establishing a online transaction triangle composed of the enterprises, house buyers and third parties.Finally, guiding more enterprises into it to create a effective integrity of online transaction system

关 键 词：房地产 网络营销 在线交易 整体性 区域性 

分 类 号：F293.35[经济管理—国民经济]