南京房地产电商平台O2O模式应用调查与研究

南京房地产电商平台O2O模式应用调查与研究(论文17000字)
摘要
新常态下的中国经济运行平稳，房地产业需求峰值已过，去库存，提高周转率已成为房地产市场关注的焦点。最新数据显示，互联网普及率达到51.7%，传统的中介机构和房地产经纪公司公司利用信息不对称而实现交易的时代已一去不复返。房地产电商作为一种全新的商业模式，互联网+房地产的组合可以更好地解决开发商去库存的难题，也顺应了传统服务业拥抱互联网实现创新和升级改造的趋势。因此，如何整合电商平台与房地产企业的资源就成了当下急需解决的问题。而O2O模式可以更好地架起开发商与购房人之间的桥梁，线上线下相辅相成，从而为开发商降低宣传成本与人力资源，同时购房人也节省了大量时间成本和精力。O2O模式将会成为未来房地产电商抢占行业制高点的关键因素。
本文选择南京房地产电商行业标杆企业为研究对象，研究这些电商平台在与O2O模式结合的过程中将会面临的考验和挑战，又该如何在竞争激烈的市场大环境中取得竞争优势。这也是所有房地产电商企业必须要思考的问题。
通过对一系列相关文献的学习，影响因素的分析，就此对南京购房者展开了问卷调查，并结合南京房地产电商O2O模式的应用现状，提出自己的优化建议。

关键词：房地产 电商平台 O2O模式

Application survey and research on Nanjing real estate
business platform O2O model
ABSTRACT
The new normal China's economy is running smoothly, the peak demand for real estate has passed, to inventory, improve turnover has become the focus of the real estate market. The latest data show that the Internet penetration rate reached 51.7%, the traditional intermediaries and real estate brokerage companies to use information asymmetry to achieve the era of trading is gone. Real estate electricity business as a new business model, the combination of Internet + real estate can better solve the problem of developers to inventory, but also conform to the traditional service industry embrace the Internet to achieve innovation and upgrading of the trend. Therefore, how to integrate electricity business platform and real estate business resources has become an urgent need to solve the problem. The O2O model can better set up a bridge between developers and buyers, online and offline complement each other, so as to reduce the cost of publicity and human resources, while buyers also save a lot of time cost and effort. O2O model will be the future real estate operators to seize the industry as a key factor in the high ground.
This paper chooses Nanjing real estate electrician industry benchmarking enterprises as the research object, study these electric business platform in the process of combining with O2O model will face the challenges and challenges, and how to compete in the fierce market environment to gain a competitive advantage.
 Through the analysis of a series of relevant literatures and influencing factors, this paper has carried out a questionnaire survey on Nanjing buyers, and put forward their own optimization suggestions according to the application status of Nanjing real estate electricity business O2O model.
Keywords: Real estate;E-commerce platform;O2O mode
 
目 录
摘要    I
ABSTRACT    II
第一章    绪论    1
1.1研究背景    1
1.2研究目的和意义    2
1.3研究内容与研究方法    3
1.3.1研究内容与框架图    3
1.3.2研究方法    4
第二章  文献综述    5
2.1电子商务相关理论概述    5
2.1.1电子商务概念    5
2.1.2 电子商务模式    5
2.1.3电子商务模式体系    6
2.2 O2O模式发展概述    7
2.2.1 O2O模式的背景    7
2.2.2 O2O模式的特点    8
2.2.3 O2O模式SWOT分析    9
2.3房地产O2O模式概述    11
第三章    南京房地产O2O模式应用调查    12
3.1南京房地产电商平台O2O模式应用现状    12
3.1.1 国内房地产电商平台O2O模式应用背景    12
3.1.2 乐居南京、链家（南京）网O2O模式应用调查    12
3.1.3 O2O模式对南京房地产的意义    19
3.2 房地产O2O模式影响因素分析    20
3.2.1客群定位    20
3.2.2购房保障    20
3.2.3优惠力度    20
3.2.4增值服务    21
3.3 南京房地产O2O模式的消费者认知调查    21
3.3.1 问卷设计    21
3.3.2 问卷发放与回收    22
3.3.3 问卷调查结果分析    22
第四章  基于O2O模式的南京房地产电商平台优化建议    30
4.1 南京房地产电商平台O2O模式存在的问题    30
4.1.1宣传力度不够    30
4.1.2优惠幅度不大    30
4.1.3交易安全缺乏监管    30
4.2 南京房地产电商平台O2O模式优化建议    30
4.2.1扩大品牌效应    30
4.2.2加大优惠力度    31
4.2.3完善监管机制    31
结语    32
参考文献    33
致谢    36