| With the continuous development and penetration of Internet technology,Traditional media have begun to slowly withdraw from the mainstream stage of marketing,Instead,the new media,which is changing with each passing day,The number of mobile social users in China has exceeded 900 million by 2020,This trend provides a sufficient flow basis for new media marketing,And the number of short video and live online users continues to grow,Plus the new media itself is interesting and interactive,User acceptance of new media marketing,Especially G the age of five,It also helped the rapid development of the video industry,New media marketing through short video or live broadcast mode will become the mainstream form of future marketing.So no matter what industry,As long as the target customer group is the end consumer,Enterprises want to complete marketing activities more efficiently in a changing new environment,And we need to know the latest consumer behavior patterns SICAS,in the information age That is:brand and user mutual perception(Sense),generate interest and form interaction(Interest&Interactive),establish connections and generate interactive communication(Connect&Communicate),action purchase(Action),experience sharing(Share)these five links,And the consumer’s consumption behavior and consumption psychology in each link.Meanwhile,in the creation of marketing content,we should combine the four I principles of integrated marketing communication(interest principle Interesting,interest principle Interests,interactive principle Interaction,individualized principle),and attract consumers to interact with enterprises by creating interesting and personalized content.At the same time,consumers can interact and spread fission on social platform by providing benefit reward mechanism.The above is the theoretical basis of this paper.On the basis of this theory,the author analyzes the problems encountered by local real estate enterprises in new media marketing,and puts forward solutions.Completed the case study and application research part.Through the analysis of the environment and present situation of new media marketing,we find many problems in new media marketing,such as the conservative thinking tradition of marketing team,the lack of customer awareness in marketing promotion,the lack of innovation in the production of marketing content,and the lack of communication and interaction channels with customers.Based on the SICAS consumption behavior model,the author sets up a new media marketing model for Jinju real estate,and puts forward targeted solutions and implementation plans and security plans:Explore the new media form,enrich the media combination,realize the whole network contact,improve the brand perception of the target audience,enrich the original content output,ensure the interesting,fresh and landing content,and do a good job of tracking and evaluation mechanism in each platform.Build private flow and precipitate customer resources;increase the frequency of online and offline promotional activities;Finally,design the sharing incentive mechanism,train the loyal opinion leader of the enterprise,realize the long-term sustainable efficient marketing penetration,so as to complete the optimization of the new media marketing strategy of Jinju Real Estate Company.At the same time for the third and fourth-tier cities of small and medium-sized real estate enterprises new media marketing transformation to provide reference significance.The main innovation of this paper is to effectively integrate the four principles I consumer behavior model SICAS and integrated marketing communication,and apply it to the real estate industry where new media marketing has not been fully implemented.For the traditional industry to new media marketing to provide marketing reference,... |
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