摘 要进入 21 世纪以来，互联网在我国继续呈现高歌猛进之势，在各领域发挥的作用也让以往人们的生活方式发生改变。这其中也包括房地产行业，互联网在一定程度上也推动房地产行业向更好的趋势发展。很多房地产公司也因此而选择网络营销渠道，面对房地产行业的激烈竞争，如何充分利用互联网发挥自身优势，突破营销方面的不足，以谋得更好的发展，是每个房地产企业都要重视的问题。本论文主要围绕碧桂园网络营销策略展开研究，主要采用了文献调研与案例分析相结合的方式。首先对网络营销相关理论进行了阐述，主要分析网络营销的特点优势等核心概念，并对房地产市场的发展和房地产网络营销的发展现状作了一定的描述。其次结合碧桂园地产公司的实际情况，着重分析了公司宏观环境、微观环境以及现有的网络营销策略。最后通过现有的情况，找出碧桂园网络市场营销策略中的问题，根据之前的研究分析提出解决方案。为公司能够长远发展增添保障。关键字：房地产、碧桂园、网络营销、营销策略AbstractSince the beginning of the 21st century, the Internet has continued to show great momentum in China, and its role in various fields has also changed the way people lived in the past. This also includes the real estate industry, and the Internet, to a certain extent, also promotes the development of the real estate industry to a better trend. Many real estate companies also choose online marketingchannels. In the face of fierce competition in the real estate industry, how to make full use of the Internet to make full use of its advantages and break through the deficiencies in marketing to achieve better development is something that every real estate company must pay attention to problem.This dissertation focuses on the research of online marketing strategy of Country Garden Holdings Company Limited, and mainly adopts the combination of literature research and case analysis. First of all, it expounds the related theory of network marketing, mainly analyzes the core concepts of network marketing...
