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1、ABSTRACTABSTRACTInthecurrentinformationage,therapiddevelopmentofelectroniccommerce,quietlyanddramaticchangingconsumptionhabitsoflife,tocreatearichbusinessopportunities,e-commercehasbecomeanewgrowthpointofnationaleconomyunderthenewnormal,isbecomingmoreandmoreimportantinstimulatin
2、geconomicgrowth,atthesametime,tosubvertthetraditionalbusinesseraofindustrialvaluechainoflogic,forthereformandoperatingmodeoftheenterprisesgreatly.Asatraditionalindustry,therealestateindustry,howtobejustunfoldinginthecontextofe-commerce,activelyembracetheInternet,howtovaluetheInt
3、ernetthinkingremodelingproducts,isthedevelopmentoftheindustrytoactivelyexplorethedirection.Howtocombinethemarketingadvantagesofe-commerceanditsindustryresources,efficientuseandcreatemorebusinessopportunities,reverseorimprovesalesdilemma,isthefootholdofthisstudy.ThispapertakesZXc
4、ompanyasanexample,firstly,thedevelopmentstatusofthecurrentrealestatee-commerceareanalyzed,summarizedtheproblemsandobstaclesinrealestatee-commercemarketing,andthroughtheanalysisofthesuccessfulbusinesscase,summeduptherealestatebusinessunderthemodeofO2Ooperationmodeandassessmentbas
5、edonthesalesresults,predictionthedistributionandsalesofelectronicbusinessplatformbasedoneffectisthefuturedirectionofdevelopmentoftherealestatebusiness.Secondly,usingthestrategicmanagementanalysistoolsofSWOTmatrixanalysis,totheelectroniccommercemarketingenvironmentofZXcompanyandi
6、tsownresourcesareanalyzed.Inthedevelopmentofe-commercebringstotheexternalopportunities,andcompetitiveanalysisine-commercemarketingstrategycompetitivethreats,combinedwiththeirownresourcesconditionofZXcompany,todevelopsuitableforZXcompany'sbusinessmarketingstrategy.Inaword,thispap
7、erfinallysolvetheproblemofZXcompanyis,inthefaceIIABSTRACTofthecomplexandvolatilemarketbackdrop,makefulluseoftheresourcesandconditionsoftheirown,toreshapethee-commercemarketingstrategysystem,improvethemarketingdilemma,togainmoremarketopportunitiesandspace.Keywords:Realestatemarke
8、tingElectroniccommerceMarketingstrategyIII目录目录第
