1 房地產信息化發展概述................................................. 2
1. 1 房地產信息化階段 ...................................................2
1.2房地產中介企業電子商務發展現狀 .......................................2
2 房地產中介企業B TO C電子商務模式分析 .................................5
2.1 房地產B TO C模式概念 ................................................5
2.2 房地產B TO C模式交易的三個階段 ......................................5
2.3賣房者和買房者參與房產中介商網上撮合................................. 7
3 B TO C模式下房地產的優勢 .............................................9
3.1 節省成本，控制信用危機 ..............................................9
3.2 跨區域的經營和管理 ..................................................9
3.3 商業模式直銷化 ......................................................9
4 分析房地產中介在B TO C模式中應用面臨的問題 ...........................9
4.1 缺乏網絡互動性與整合性 ..............................................9
4.2信息化建設停留在表面現象 .............................................10
4.3房地產中介缺乏電子商務品牌意識 .......................................11
4.4 房地產電子商務安全支付問題無法解決 ..................................12
5 房地產電子商務模式面臨的對策 .........................................12
5.1 借鑒美國中介經驗，實現B TO C 模式的整合性 ...........................12
5.2 建設房地產信息化的至高階段 ..........................................13
5.3 建立形象網站，樹立品牌 ..............................................13
5.5加強誠信安全建設，解決支付無法交易難題 ...............................14
6 結論 .................................................................16
參考文獻 ................................................................17
致謝 ...................................................................18
摘 要
近年來，隨著Internet迅速的普及，傳統的商務營銷模式已經開始出現了幾次較大的變革，電子商務B TO C模式手段以其自身所具有的眾多優點，開始漸漸脫穎而出，逐步被人們所接受和認可。但是限于行業之間的區別，房地產業目前還未能將這種新興的營銷模式運用得十分出色。本文首先概述房地產的信息化階段，從而引出電子商務B TO C模式的概念，通過B TO C交易流程的分析，簡述房地產與電子商務B TO C模式相結合的優勢，最后提出B TO C模式在房地產中介應用的問題并提出相對應的對策。希望對房地產B TO C模式的應用有一定的借鑒作用。
【關鍵詞】電子商務 房地產業 B TO C模式
Abstrac
With the rapid popularization of Internet in recent years, traditional marketing pattern has undergone several important changes.B2C E-commerce model has begun to gain recognition, to be accepted and to be applauded with its multiple advantages. However, Real estate industry is not well recognized in this newly developed marketing model. The paper firstly illustrates the process of the informationization of real estate industry with B2C E-commerce business model introduced. Through the analysis of the process of B2C transaction, the paper explores in brief the advantages of the combination of traditional real estate industry and B2C E-commerce model. Finally, the paper analyzes the problems in the application of B2C model in the real estate. The writer hopes that this analysis will be useful for the application of B2C model in the real estate industry.
