隨著中國經濟的快速發展，以及中國城市化進程的不斷加快，房地產業作為促進中國經濟發展的重要產業，不論是土地拍賣、鋼筋水泥、房屋價格、物流、電力、紡織等，房地產業成為中國主要GDP增長來源。目前，房地產業面臨供過於求的市場環境，運用行銷策略遠比在產品或價格上採取惡性競爭來得有效果。互聯網＋房地產的創新行銷模式（以下簡稱為電商模式）在市場上極為活躍，電商在房地產行銷模式上所占的比重逐年增加，更是房地產行銷模式中主要的增長動力。本研究採用個案探討法，以個案A公司為例，就當下的電商行銷進行分析，而當前的行銷模式正說明了現在的房地產業己由之前賣產品逐漸轉為賣服務＼賣價值觀的行銷模式。 本研究進一步舉實際案例說明個案A公司如何開拓客戶並建立、維繫、擴大、延伸與購房者的關係，研究發現個案A公司在電商模式中因為能提出準確的行銷策略，符合房地產開發商的需求，同時又重視購房者、仲介公司經紀人、房地產開發商的關係管理，房地產行銷策略亦反應在其優良的營運績效上。 本研究針對個案A公司的研究結論摘要如下：1.明確的房地產開發商產品定位與目標購房者真實的需求；2.提供電商全方位整合的行銷模式與服務平臺；3.結合線上、線下創新行銷模式化解同性質過高的問題；4.需有精準的潛在購房者服務規劃與策略；5.透過經紀公司經紀人的關係管理提高購房者的滿意度與忠誠度。 ;Real estate has been a major driver of Chinese economic growth due to rapid economic development and urbanization process in the country. The real estate industry which includes land auction, reinforced concrete, house price, logistics, electricity, and textile has become the biggest source of GDP growth in China. Given the excess supply and less demand in current real estate market, leveraging marketing strategies is more effective in enhancing competitiveness than lowering prices. An innovative marketing strategy involving both the Internet and real estate (hereafter referred to as e-business) is very popular. The importance of e-business is increasingly significant when it comes to real estate marketing. This paper is a case study analyzing the e-business marketing strategies adopted by the case company. The current marketing model in the real estate industry has changed from being product-oriented to service/value-oriented. This paper provides evidence showing how the case company develops new clients and how it further builds, maintains, broadens, and extends its relationship with home buyers. The findings show that the e-business marketing strategies adopted by the case company exactly conform to the needs of real estate developers. The company also values the management of relationship with home buyers, agents, and real estate developers. These marketing strategies lead to successful operational performance. A brief conclusion of this paper is stated as follows: 1.It is important to clarify product position of the real estate developers and the real needs of target home buyers. 2. Providing an e-business-integrated marketing model and service platform is necessary. 3. An innovative online-to-offline marketing model solves the problem of homogeneity. 4. Precise service plans and strategies developed for potential home buyers are required. 5. The management of relationship with real estate agents enhances home buyers’ satisfactory and loyalty.
