A Study On Advertising Media Selection And Adjustment Strategy Of Yintai Hong Cheng Based On Market Segmentation Theor

Under the situation of fierce real estate market competition, real estate developers have to increase marketing investment and to seize market with many advertisements in different forms. However, fixations of real estate projects are different and client groups are different, so large advertising investment is wasted due to improper customer groups, which brings loss to some real estate enterprises without abundant financial resources. There are same problems in advertising of YINTAI Hong Cheng, which should be solved reasonably.Based on analysis on advertising media selection theory and existing studies, the paper reflects problems in advertising of YINTAI Hong Cheng. The paper gets 108 valid questionnaires from 500 questionnaires. Based on market segmentation theory, the paper makes market segmentation on 5 media including newspaper, television, radio station, outdoor advertisement, and network of advertising of YINTAI Hong Cheng and finds that most of newspaper users are private entrepreneurs, staff, officers/ public servants, and freelancers from 26 to 50 years old with the educational background of junior college; most of TV audiences are private entrepreneurs, staff, institutions, and freelancers from 26 to 50 years old with the educational background of junior college, bachelor degree, and master degree; most of radio station audiences are male private entrepreneurs, staff, officers/public servants, and freelancers from 26 to 50 years old with the educational background of junior college, bachelor degree, and master degree; most of outdoor media audiences are private entrepreneurs, staff, officers/public servants, and freelancers from 26 to 50 years old with the educational background of junior college; network users are private entrepreneurs, staff, officer/public servants, and freelancers from 26 to 50 years old with the educational background of junior college. Finally, for the major problems of real estate advertising of YINTAI Hong Cheng mentioned in chapter 3, the paper offers real estate advertising media adjustment strategies according to the result of market segmentation of advertising media in chapter 4. First, to adjust proportion of investment of media; second, to increase or reduce media and adjust proportion of investment; third, to design and build customer database based on result of market segmentation; fourth, to implement media choice strategy based on result of market segmentation; fifth, to choose strategy that suits advertising form and media.