The Study On Brand Marketing Strategy Of Real Estate Enterprises In China Based On Mobile Social Media

With the rapid development of mobile internet technology and the great popularity of mobile intelligent terminals,mobile social media has gradually surpassed the traditional mass media and become a new favorite for enterprises to transfer information and communicate with the audience.The intensive cultivation of many internet enterprises in the field of mobile social interaction,coupled with the changing needs,behaviors and characteristics of users,promotes the development of mobile social interaction in China.In recent years,China's mobile users continue to rise in size,social network marketing as a whole are showing a rapid growth trend.In this situation,all walks of life brand marketing model has been overturned,its brand positioning due to the changing characteristics of the audience and the increasing diversity of audience needs and face adjustment,brand communication path from the traditional one-way to two-way or even multi-directional,brand shaping dimensions have become more complex and need to be re-examined,brand maintenance ability and effect requirements also due to frequent brand crisis and need to be improved.Under the impact of the whole industry brought by mobile social media,real estate enterprises are no exception,and all aspects of its brand marketing are facing great challenges.Real estate brand building is a long-term process from product brand,to project brand,to enterprise brand,and brand marketing work through each link.Because of the characteristics of commodity properties of real estate products and the particularity of the industry itself,real estate brands in the industry to highlight the siege in the era of mobile internet,it is necessary to change the inherent marketing thinking,the connotation and extension of their own brand marketing to re-examine,establish a flexible response mechanism,to make a rapid response to the new external environment,to provide motivation and protection for their own rapid development.At the same time,the macro environment of the whole real estate industry is also in turmoil.In recent years,the state has continuously issued regulation policies on the real estate industry,which is not conducive to consumers to maintain positive psychological expectations of the real estate market,directly to the consumer confidence in the purchase of a blow.Therefore,in the context of the recession,many consumers chose a wait-and-see attitude,such as the past " opening will be winding up" pomp is difficult to reproduce,which brings great challenges to the marketing work of real estate developers.But in many third-tier and fourth-tier cities,there is still a strong demand for inventory,developers still have a strong will to continue to increase marketing efforts,but its marketing philosophy needs to change from " media-oriented" to " audience-oriented".The trend of precision marketing also relies on the deep combination of mobile internet technology and marketing action,which has a larger exploration and innovation space,such as mobile live broadcast,mobile VR,artificial intelligence and other new technologies,to a certain extent,can bring a new face and opportunity for real estate marketing environment.Look again in the industry,each big real estate developers product homogenization,price war and other phenomena are becoming more and more intense,which means that China's real estate market has changed from the buyer's market to the seller's market,the traditional " sit pin" mode has been unable to attract consumers increasingly rational behavior of customers,the conventional " marketing" mode can not meet the taste of increasingly picky customers.But at present,there is a common mistake in our country's real estate enterprises,that is,the molding of a single project brand is equivalent to the molding of the whole enterprise brand.If you want to stand out in the increasingly fierce competition among peers,you can't just rely on the housing itself or community environment and other hard strength,but from the overall brand culture and brand service and other soft power to find a breakthrough,to brand value and feelings as a highlight to attract customers.Under the above circumstances,it is necessary for all real estate enterprises to explore the marketing model in line with the brand positioning,but also full of challenges.In China's existing real estate market,although some real estate brands have realized the changes brought by mobile social media to their own brand marketing,and made corresponding attempts,but still stay in the surface of the information and network combination,the results are not satisfactory.Based on this,this paper based on the full coverage of mobile social media as the background,based on China's real estate market,to China's real estate enterprises as the research object,and in the second half of the study to China real estate as a typical case,from the four aspects of brand marketing: brand positioning,brand building,brand communication and brand maintenance,the development of China's real estate enterprises,including China real estate,summed up the common problems existing in the brand marketing of China real estate enterprises,and in view of these four aspects of the problem,put forward in the mobile social media environment of China's real estate enterprise brand marketing strategy optimization suggestions,including changing the inherent marketing thinking With the help of mobile big data for accurate delivery,tap the huge value and potential of existing customer resources,promote word-of-mouth marketing;Continuously integrate brand resources and optimize the allocation of resources,with the help of cross-border marketing to expand brand influence,realize the maximization of brand value;Improve the brand management ability,improve the user trust mechanism and participation system,through interaction with users to increase brand stickiness.