Research On Real Estate Micro Marketing Innovation In The Era Of Self-media

WeChat has been launched for such a long time,and China has been in the self-media era.With the increasing number of users of WeChat,many enterprises found its role in marketing,and gradually began to use WeChat to sell.In order to win in the increasingly fierce competition between real estate markets,most enterprises have the crisis awareness to move in to new media platforms,making full use of the WeChat to achieve the purpose of marketing.Adapting to the trend,real estate enterprises grasp the excellent potential offered by micro marketing and carry out a series of marketing activities with new media platforms.Hence,how to effectively use the micro marketing strategies and skills so as to exert micro marketing's growing influence on real estate market,has become a sharp focus and is worthy of our consideration.This paper consists of seven chapters to discuss the micro marketing of real estate.In the course of the study,the literature review method,theory deduction method,case study method and comparative study method were used.The main research ideas of this paper are as follows: firstly,the relevant concepts of real estate micro-marketing in the self-media era are clarified by referring to the related materials and literature research.Secondly,the micro-marketing and its influence and application in the real estate industry are discussed and summarized,with many problems concluded.Then,combined with foreign inspiration micro marketing success stories,this paper puts forward the improved innovation strategies for the marketing of real estate in our country.Finally,according to the specific problems of XX real estate enterprises,and combining with the full text research,this paper makes instance analysis and research for XX real estate enterprises,and makes specific innovation strategies.Because the quick results and low investment,micro-marketing for the real estate industry has a great role in promoting of self-media era.However,through the analysis of this paper,the real estate marketing still exists many problems in the process of implementation,mainly include low information acceptation rate and public acceptance,disdainful of micro platform marketing function and basic services ignorance,marketing activity restriction and gradually stereotypes,the other is the lack of control,using chaos of the micro marketing implementation,etc.Based on the research of the micro marketing successful cases abroad,this paper puts forward the corresponding innovation strategies,including improving the rate of information achievement and public acceptance,strengthen the service consciousness of micro marketing and positively achieve micro marketing innovation.Finally,in order to improve the effect of micro real estate marketing,formulating the rules of marketing activities.According to the trend and speed of information development and the scale of the development of micro marketing platform,the application of real estate micro marketing have the potential influence.In the self-media era,the first step of real estate enterprises must fully understand their needs and micro marketing,learn advanced experience in other industries,find out the shortcomings of its application and causes,and then build a scientific and reasonable marketing implementation strategy.