Study On Low Effectiveness Of Digital Marketing Communication Programs Of K Company

This research is mainly based on the consumer market of China's commercial real estate,with regard to integrated shopping malls.Aiming for digital marketing analysis of commercial real estate brands under current diverse social media,K Company,with the commercial real estate brand K,is chosen as the main case study.Through digital marketing communication methods of commercial real estate brand K,the author summarizes its communication discipline and purpose,conducts a preliminary assessment and analysis of its current status and effectiveness in the diverse social media environment,and comprehensively analyzes the problems existing in its digital marketing communication.This research proposes suggestions for local commercial real estate brand in digital marketing communication by providing effective reference.As one of the global influential commercial real estate brands,K has been conducting business in the mainland China's market for 12 years.While determining its popularity,K also experienced problems such as the proliferation of cottage products and plagiarism of commercial real estate brand elements.Therefore,from 2008 to 2019,K Company successively launched its official Weibo,WeChat,the vertical online shopping platforms,hi-tech retail virtual reality(VR)online shopping platform,etc.K integrates most its digital marketing communication methods to respond to the previous problems.However,most domestic researches on commercial real estate brands tend to just choose a single perspective for further analysis.Therefore,through in-depth case analysis of the commercial real estate brand K,the author combines positioning theory,precision marketing,integrated marketing communications,integrated marketing communications to build brand equity and other related literatures,takes case study and data analysis methods to do this research,analyzing from the developing process to the current status,figuring out the effectiveness of digital marketing communications of K Company.This research summarizes several issues on the current digital marketing path of the commercial real estate industry as following: considering that traffic is equivalent to sales,lacking of sense of precision marketing,being insufficient on multi-platform integrated marketing,and content marketing not under proper control.In response to the issue mentioned above,the author summarizes several suggestions,taking external factors,internal factors and individual factors into consideration.The author believes that digital marketing strategies for commercial real estate brands should include social media platform,KOL promote,and interactive experiences.Digital marketing based on social media platform is the starting point.Then commercial real estate brands should use Weibo,WeChat,live broadcast platforms and other emerging high-tech platforms to gain more attention.Interactive communication based on KOL should be the focus point,while celebrities,professional and other influencers' opinion increase audience's awareness of the brand.The online shopping platform that highlights the era of personality under data analysis.The ultimate purpose of brand marketing is to guide the consumer to complete the digital marketing process.The above suggestions provide new ideas for K Company to further carry out brand digital marketing communication campaigns,and also have a reference value to the other corporates in the commercial real estate industry to further develop their brand digitalization.