Research On The Strategy Of Medium Delivery Of Real Estate Advertising Based On The AISAS Model

The media is not only an important platform for real estate advertising,but also a link to connect real estate goods and consumer audience.It is of great significance for scientific and rational media delivery strategies to improve the effectiveness of real estate advertising and meet consumer demand.With the development of the Internet and the arrival of the mobile Internet era,the behavior of consumers changes constantly,which leads to the delivery pattern of real estate advertising media to transform.Meanwhile,the maturity of large data technology meets the consumer's personalized needs of the media.However,plenty of real estate companies fail to make effective adjustments to the current media strategies.The current real estate advertising media delivery is facing a large amount of problems: orientating the targeted consumer inappropriately,lack of targeted media delivery;lack of "consumer-based" concept,choosing media blindly;the consumers' attention is dispersed,the dissemination efficiency of traditional media portfolio descends;there is a blank between the real estate advertising media delivery and consumers behavior,media scheduling is lack of integration and so on.To some degree,these series of problems hindered the effective dissemination of real estate advertising and the demanding of the consumer.This paper is based on the AISAS model,using literature research,case analysis,in-depth interviews and other research methods.Meanwhile,from the perspective of consumer behavior of the current real estate business advertising media present situation and problems to analyses,and then makes out adaptive strategies of real estate advertising media delivery to the new period of the change of consumers' behavior.Organize a multi-media portfolio based on consumer behavior path to adjust media scheduling with AISAS-led marketing cycle as axis.Through these analyzes and research,the author tries to find a new real estate advertising media strategy which is suitable for the development of the times,and provides the theoretical basis and application strategy for real estate enterprises to advertise.