Research On Operation And Development Of Real Estate Wechat Public Account In Henan Province

In recent years,the domestic real estate market is unusually hot,real estate related media industry is also developing rapidly.Henan province real estate WeChat public media platform regards it as an opportunity to rise.As a new publicity and promotion platform,or marketing channels,WeChat public account has been used by the vast majority of real estate enterprises in Henan province and their related media,which has once became a phenomenal existence.Therefore,this paper chooses to carry out academic research in this blank field of research,and tries to find some laws from the phenomenon,and uses the research results to guide the practice.This paper discusses the current situation of the development of the real estate WeChat public account in Henan Province from January to December of 2018.And after defining the relevant concepts,this paperclassifies the functional attributes from the different overlapping marketing categories of the operators of the real estate WeChat public account in Henan province,namely: Real estate developers category,real estate marketing consultant category,real estate Professional media category,real estate self-media category.Then it studies the basic situation of the construction of every kind of WeChat public account,and selects its representative Zhengzhou Vanke,Cric Zhengzhou information,Tencent Real estate Zhengzhou station and Dongge probe as a case in four kinds of WeChat public accounts respectively,and analyzes its operation status from five aspects of basic information,push content,communication strategy,profit model and communication power,and the quantitative comparison analysis of four kinds of WeChat public account is carried out,the main problems of them are found out,and the corresponding operation strategy suggestions are given.