New Media Marketing Policy Of Company B For Real Estate Industry

With the rapid development of global information network and communication technology,the media industry has entered a new media era represented by the Internet.New media,with its characteristics of fast transmission speed,large amount of information,diverse communication carriers,strong interaction,easy access and low cost,provides a broad space for marketing,making new media marketing become the trend of the times.Enterprises have been carrying out new media marketing,especially in the real estate industry,which is in the transition period when the demographic dividend is about to disappear and the competition pressure of industry centralization is intensifying.As a leading enterprise in the new media industry,company B is seriously under developed in the real estate industry favored by traditional advertising media.In recent two years,its sales strategy has been determined as intensive cultivation of the industry.This paper focuses on the real estate industry and studies the new media integrated marketing scheme for the real estate industry:(1)Analysis of the competitive advantages of B real estate company and new media marketing.Guided by marketing theory,PEST model and Porter’s five forces model are used to analyze the macro environment and industry competition environment of new media marketing for real estate industry of company B.the problems of company B’s marketing for real estate industry are deeply analyzed.Based on the above analysis,SWOT analysis is carried out on company B’s new media marketing for real estate industry,and the conclusion is drawn that company B develops real estate So+Wo marketing strategy should be adopted in the industry market.(2)New media marketing strategy based on full link.Taking Shenyang real estate as an example for market analysis,company B determines to provide differentiation strategy for residential real estate developers,that is,full link marketing strategy.Using 5A model for reference,this paper designs the marketing strategy for the buyer in the stage of cognition,intention and action of purchase decision,and designs the implementation path of the strategy in detail,that is to use the technology,products and tools of company B to help the real estate developers to carry out the marketing process of insight,strategy,content,investment,evaluation and operation,and cover the whole decision-making path for real estate developers(3)Finally,the paper puts forward the implementation guarantee of company B’s new media strategy for Shenyang real estate industry.It is necessary for company B to set up a full-time team to develop the real estate market,recruit talents with good salary and improve the marketing service content of the real estate industry;at the same time,it analyzes the risks in the implementation process of the strategy,and summarizes the implementation guarantee measures.The consumer oriented full link marketing strategy provides marketing methodology for company B in the real estate industry market development,helps it break through the situation in Shenyang real estate market development,and improves market share;at the same time,it also provides reference for company B to expand the real estate market in other cities.It also promotes the real estate industry to explore new media marketing.