分析我国房地产在电子商务发展中存在的问题与对策摘要近年来，网络的普及、科技的发展以及社会市场经济的迅猛发展，促进了电子商务的逐渐壮大，这冲击了传统的营销方式。电子商务通过交易平台网站进行网络营销让消费者节省购物时间，不需要再一家家店去走，网上价格和商品信息还一目了然，方便货比三家。所以在大数据的背景下，为了企业快速发展，站稳市场地位，企业必须要转变经营模式，对传统模式进行革新，根据现状提出适合房地产交易平台网站的运营策略。电子商务已经发展了好几年，仍存在不足，不能完全适用于各行各业。对于房产，一套房子可能是很多人好几辈人的共同努力，这么多钱的一套房，换作谁都不可能草草决定购买，也不敢在交易平台网站上支付这么大一笔钱。以上种种顾虑只是现在消费者的一部分，还有什么不放心通过网络交易的问题呢？本文使用相关理论，以安居客交易平台网站为主要例子进行分析，分析其中存在的问题，发现房地产交易平台网站管理松弛，大部分价格不符合市场，房源与内容不一致，图片虚假，房产经纪人介绍的房源信息华而不实，网上交易框架不完善，网络安全不可信赖，企业不重视跟消费者的关系等问题。发现这么多问题的原因是本文从宏观环境和围观环境方向细致分析现状。在分析后的基础上，利用SWT0分析法分析房地产交易平台网站的局势，用STP理论确定市场发展位置，结合4P理论是从价格、渠道、产品和促销四个方面对商品进行全面的策略规划。最后使用4R理论提高对市场的反应速度，跟客户紧密联系，与客户多互动，了解客户需求，提高成交率，对策略进行补充。不可缺少的一点是加上4红理论让交易网站充满趣味性，具有个性，吸引客户，与客户保持互动，达到盈利的目的。关键词：房地产，交易平台网站，营销，问题，对策This paper analyzes the problems and countermeasures ofChina's real estate in the development of e-commerceABSTRACT In recent years,the popularity of the network,the development ofscience and technology and the rapid development of social market economy havepromoted the gradual expansion of e-commerce,which has impacted the traditionalmarketing methods.E-commerce enables consumers to save shopping time throughonline marketing on the trading platform website,without the need to go from onestore to another,online prices and commodity information is also clear at a glance,and it is convenient to shop around.Therefore,in the context of big data,in order forenterprises to develop rapidly and gain a firm market position,they must change theirbusiness model,innovate the traditional model,and propose operation strategiessuitable for real estate trading platform websites according to the current situation.E-commerce has developed for several years,but there are still deficiencies,notfully applicable to all walks of life.For real estate,a house may be the joint efforts ofmany people for several generations.For a house with so much money,it isimpossible for anyone to make a hasty decision to buy it or to pay such a large sum ofmoney on the transaction platform website.The above concerns are only a part of thecurrent consumer,what is not at ease through the network transaction problem?Thispaper USES relevant theories,Anjuke trading platform website as the main exampleof the analysis,analysis of existing problems,and found that the real estate transactionplatform website management is flabby,most do not conform to the market prices,housing and the content is not consistent,false,real estate agent to introduce theflashy housing information,online trading framework is imperfect,unreliable networksecurity,enterprises do not take the relationship with customers and other issues.Thereason why so many problems are found is that this paper analyzes the currentsituation from the macro environment and the surrounding environment.On the basisof the analysis,SWTO analysis is used to analyze the real estate e-commerce situation,STP theory is used to determine the market development position,combined with the4P theory from the price,channels,products and promotion four aspects ofcomprehensive strategic planning.Finally,the 4R theory is used to improve theresponse speed to the market,keep close contact with customers,interact withcustomers more,understand their needs,improve the turnover rate,and supplementthe strategy.The indispensable point is to add the 4I theory to make the tradingwebsite full of fun,has the individuality,attracts the customer,keeps the interactionwith the customer,achieves the profit goal.Keywordsreal estate,trading platform website,marketing,problems,countermeasures