| Real estate is an important industry supporting the development of the national economy.Under the continuous and effective regulation of the state policy,the real estate market is becoming more stable and the industry competition is becoming increasingly fierce.Therefore,developing an effective marketing strategy in this context to better promote products is an important guarantee for the sustainable development of the real estate industry.The rapid development of network information technology not only changes people's lifestyle,but also profoundly affects the marketing methods of all walks of life.The rapid development of new media has brought new development opportunities to the real estate industry and brought major challenges.Therefore,it is of great significance to analyze the current situation of new media marketing in the real estate industry under the current environment and to further explore the optimization of the marketing strategy of the real estate industry.This thesis used the case study method to take the JWC real estate project of B company as an example to study the status of new media marketing in the real estate industry.In the research process,firstly,the new media marketing status of the project was comprehensively explained based on the analysis of the new media marketing environment faced by the project with SWOT analysis tool.Secondly,the new media marketing status of the project was evaluated based on 4I theory,and the marketing effects and existing problems were analyzed.Finally,Under the guidance of 4I theory,feasible suggestions for optimizing new media marketing in the real estate industry were put forward.Through the above researches,the following research conclusions are drawn: In the new media marketing environment,the purchase restriction policy,the shed change zone policy,and the migrant workers' return home business policy issued by the government in recent years have provided marketing opportunities for the project,but the project area is also facing similar competition and other threats;although the project is geographically located,natural environment,there are great advantages in life support,apartment design and brand influence.However,due to the fact that many surrounding facilities are still under construction,the project price is high,and the customer's purchasing power is low,the marketing promotion is difficult.In terms of the status quo of new media marketing,JWC projects use new media marketing tools based on web platform,mobile platform and e-commerce system in the marketing process,such as professional portals,search engines,forums,Weibo,WeChat and e-commerce systems.It has realized the diversification of marketing channels,reduced marketing costs,improved marketing performance,new media marketing methods and traditional marketing methods,and achieved better marketing results.However,as far as the specific marketing content is concerned,theproject has insufficient content creativity,insufficient attraction,insufficient data mining,accurate marketing,insufficient consumer interaction,difficult tracking service,insufficient personalized service,and poor consumer experience. |
