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由于利好政策收紧,房地产市场整体在2016年前三季度的喷井式增长环境下得以控制,即时呈现下行趋势,预计在近期内难以回温。而从李克强总理提出“互联网+”后,移动互联网成为房地产企业对应复杂营销环境的创新手段,一些大型房企及中介已经在移动互联网思维的引导下有所行动。当下,在房地产移动互联网营销下的产品也是花团锦簇,但无论用APP还是微信推广,移动互联网在房地产营销中需以互联网思维中的“用户体验”来进行营销上的创新。本文对移动互联网+房地产营销现状以及用户体验进行特征分析,进而阐述了房地产移动互联网营销应该如何围绕“用户体验”来进行突破。
Due to the tightening of favorable policies, the real estate market as a whole was under control in a spray-spurt growth environment in the first three quarters of 2016 with a real-time downward trend and is expected to be difficult to pick up in the near future. After Premier Li Keqiang put forward “Internet + ”, the mobile Internet has become an innovative means for real estate enterprises to cope with complex marketing environment. Some large-scale housing enterprises and intermediaries have already made some moves under the guidance of mobile Internet thinking. At present, the products under the real estate mobile internet marketing are also packed with flowers. However, whether it is promoted by APP or WeChat, the mobile Internet needs to make innovations in marketing through the “user experience” in Internet thinking. This article analyzes the status quo of mobile Internet + real estate marketing and user experience, and then illustrates how real estate mobile Internet marketing should make breakthroughs around “user experience”.