Research On New Media Marketing Strategy Of SF Company

The rapid development of the Internet and telecommunications networks has brought great convenience to our lives.At the same time,the new media era represented by mobile phones and touch screens has also started.The emergence of new media has broadened people's access to information and changed the way people live and work.Interaction,accuracy,convenience and high efficiency are the characteristics of new media marketing,which have received extensive attention from all walks of life.The marketing of the real estate industry,as a pillar of our national economy,is also influenced by the new media.Traditional marketing model has been unable to meet the personalized needs of people.Meanwhile,by the national macro-control and local policies,the real estate industry is under unprecedented pressure.The real estate marketing needs the power of the new media to break the unfavorable situation.However,although a lot of real estate companies have realized the importance of new media marketing,and started to build a new media marketing system,because of the lack of attention or the lack of right methods,the new media marketing of them is just a decoration.In this paper,based on the theories of the communications,marketing,management,sociology,started from the basic concepts and theories of new media marketing,database marketing and precision marketing,it explores SF's new media marketing strategy,analyzes its development status and difficulties,and summarizes some innovative strategies of new media marketing as a reference from actual cases.The biggest innovation of this paper is not only an analysis of the impact of a new media platforms such as Sina Microblog,Wechat and APP marketing in real estate,but also analyzing the new media as a whole.Especially,it is integrated with database,live broadcast,VR and other technologies for analysis,wich gives new enlightenment to marketing.This paper is divided into 7 chapters,mainly about identifying problems,analyzing problems and solving problems.The first chapter introduces the background,research purpose and significance,research content and methods,innovation and so on.The second chapter presents the research results of new media marketing,database marketing and precision marketing as the following theoretical research tools.The third chapter analyzes the current new media marketing situation of SF company,introduces the construction and operation of the new media marketing system of SF company,and analyzes the difficulties it faces.The fourth chapter analyzes the macro environment and industrial environment of new media marketing,and analyzes the competitors in detail,and sorts out the important factors that influence the development of SF's new media marketing.Chapter 5 is on the basis of the third and fourth chapters,it also combines with the customer portrait of SF company's database and the case of LJ project,deeply analyzes how to realize the accurate placement of new media marketing through the database information,and summarizes the experience and effective practices.On the foundation of accurate placement of new media marketing,Chapter 6 uses a case to combines new media marketing with the new technologies such as live broadcast and VR,finds a new way out for SF's new media marketing.Chapter 7 summarizes the research conclusions and makes a prospect for the new media marketing trend and development,puts forward new hot spots and new tools of new media marketing in the real estate industry.