第1章绪论...................................................................................................................1 1.1研究背景..............................................................................................................1 1.2研究意义.............................................................................................................2 1.2.1理论意义...................................................................................................2 1.2.2实践意义...................................................................................................2 1.3研究方法.............................................................................................................3 1.4研究思路.............................................................................................................3 第2章理论基础与文献综述.........................................................................................5 2.1互联网营销相关理论.........................................................................................5 2.1.1互联网营销的概念...................................................................................5 2.1.2互联网整合营销理论...............................................................................5 2.1.3软营销理论...............................................................................................6 2.1.4网络关系营销理论...................................................................................6 2.2互联网营销理论模型.........................................................................................7 2.2.1SoLoMo理论模型.....................................................................................7 2.2.2互联网营销4i理论模型..........................................................................8 2.2.3互联网营销SURE理论模型...................................................................8 2.3互联网营销方法.................................................................................................9 2.3.1搜索竞价营销...........................................................................................9 2.3.2直播视频营销...........................................................................................9 2.3.3大V营销................................................................................................10 2.3.4社交平台营销.........................................................................................10 2.4互联网营销与传统营销的区别.......................................................................11 2.5互联网+房地产的内涵.....................................................................................11 2.6文献综述...........................................................................................................11 2.6.1国内研究现状.........................................................................................11 2.6.2国外研究现状.........................................................................................12 2.6.3小结.........................................................................................................13 第3章YCT集团房地产业务营销现状及问题分析..................................................15 3.1YCT集团概况...................................................................................................15 3.1.1基本情况.................................................................................................15 3.1.2公司营销组织架构.................................................................................15 II 3.1.3汀兰湖项目简介.....................................................................................16 3.2YCT集团（江西）区域项目营销现状...........................................................16 3.2.1营销举措.................................................................................................16 3.2.2业绩分析.................................................................................................17 3.2.3客户数据.................................................................................................19 3.2.4同行对比.................................................................................................20 3.3YCT集团房地产业务营销问题分析...............................................................20 3.3.1渠道建设可控性差.................................................................................21 3.3.2获客及管理成本高.................................................................................22 3.3.3网络营销人才匮乏.................................................................................22 3.3.4宣传推广内容不规范.............................................................................22 3.3.5营销平台内容单一.................................................................................23 3.3.6客户流失现象严重.................................................................................23 第4章欧亿·体育（中国）有限公司经典案例分析...........................................................................................24 4.1案例获取方式...................................................................................................24 4.2案例筛选原则...................................................................................................24 4.3万科互联网营销案例解析...............................................................................24 4.4金地互联网营销案例解析...............................................................................25 4.5恒大互联网营销案例解析...............................................................................26 4.6碧桂园互联网营销案例解析...........................................................................27 4.7案例分析小结...................................................................................................28 第5章YCT地产集团（江西）互联网营销整体提升策略......................................30 5.1总体思路...........................................................................................................30 5.2基本原则...........................................................................................................30 5.3对策措施...........................................................................................................31 5.3.1改善网络营销渠道建设.........................................................................31 5.3.2强化客户管理搭建私域流量.................................................................32 5.3.3建立专业互联网营销团队.....................................................................33 5.3.4统一规范信息审核制度.........................................................................34 5.3.5丰富网络营销平台内容.........................................................................34 5.3.6利用数智技术增强体验感.....................................................................35 5.3.7其他提升策略.........................................................................................36 第6章结论与展望.......................................................................................................38 6.1结论...................................................................................................................38 III 6.2创新点...............................................................................................................38 6.3不足之处...........................................................................................................38 6.4展望...................................................................................................................39