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楼主 / 被禁止的用户
- 时间: 2021-9-18 20:14Digital transformation of real estate enterprises and new marketing salon. "Digital transformation is not only related to the system problems within the enterprise, but also from corporate culture to personnel structure, and even a comprehensive part of marketing tools."Next, True-E Canada Digital Marketing expert Jenny Mei will tell you more about it.
Yin Jing, general manager of Sunac China's online business promotion department, said at the 2021 real estate enterprise digital transformation and new marketing salon co-organized by the Daily Economic News and Anjuke.
Any transaction has three links: search, negotiation and supervision. Why shopping malls could replace retail stores at that time, because the cost for consumers to search in hypermarkets is low, similarly, e-commerce can replace hypermarkets, because e-commerce search costs are lower.
The buying and selling of houses is characterized by long decision-making cycle and low purchase frequency.
If you look at real estate marketing from these three links, you will find that the search link is not difficult, and the cost is not high, but it is not so simple for buying a house, in which there are many decisions, including environment, future development, household type and so on.
In the negotiation link, the housing enterprise has achieved the offline drainage, the negotiation to the sales office of the complete closed loop.
In the supervision link, the customers obtained by real estate enterprises through marketing means can be converted after the final landing, and can be maintained through digital means, such as how to continue to implement the contract after the customer has signed the contract. At this point, Sunac has made some attempts, such as the cloud delivery system, when customers really sign up, not all of them are offline, and they can also send materials online, which is where we digitalize the implementation process.
Yin Jing said that the ultimate goal of the digitization of real estate enterprises is to improve efficiency and quality. For the interior of real estate enterprises, it is the improvement of efficiency, the improvement of management ability, and finally reflects to all aspects of the interior.
During the epidemic, the online sales office has probably gone through three stages: the construction of the online sales office, the operation and drainage, and the locking of customer transactions. After the epidemic, the online sales office has become the standard marketing equipment for real estate enterprises. With the popularity of 5G and the maturity of VR, online sales offices have become a new position for real estate marketing.
More importantly, starting with online sales offices, real estate marketing has launched a vigorous digital upgrade. In the future, real estate marketing will gradually achieve online, digital and intelligent upgrading.
Yin Jing believes that behind online marketing is the process of digital transformation of real estate enterprises, is the whole chain of digital technology operation, the ultimate goal is to improve decision-making and operational efficiency.
He said that the chain of the whole real estate industry is very long, and it is impossible to rely on a breakthrough at a certain point to change the efficiency of the operation of the whole enterprise, which is a matter of the whole industrial chain. Not just from the perspective of digital marketing, to start from the whole chain, product design, the same marketing is not just to sell the house to end.
Marketing, in addition to achieving the original goal of sales, is also a closed-loop whole chain, but the ultimate goal is to make better operational decisions and improve the overall efficiency.
"Digital empowering enterprise is a continuous process, but whether digital marketing is done well or not is based on product capability. On the basis of high-quality products, we should constantly improve the operation ability of users, the management ability of the case site and the ability of analysis and decision-making, so as to improve quality and efficiency and promote business development. " Chen Binlong, deputy general manager of the President Affairs Center of COSCO Group, said at the 2021 Real Estate Enterprise Digital Transformation and New Marketing Salon jointly organized by the Daily Economic News and Anjuke on Sept. 7. -
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第 2 楼 / Slowking
- 时间: 2021-9-18 20:27
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Digital transformation of real estate enterprises and new ma
