Optimized Research On B Real Estate Enterprise Digital Marketing Strategy

The mode of real estate marketing has been traditional for a long time.With the impact of the epidemic,the decline of the real estate market,and the in-depth development of big data and the Internet,major developers began to study the use of digital technology to sell houses,which has also become a catalyst for real estate enterprises to start digital marketing.The research object of this paper is the digital marketing strategy of B real estate enterprise.The purpose of this paper is: first,to explore the current marketing problems faced by B real estate enterprise and analyze the deep-seated causes of the problems;second,to put forward a feasible digital marketing strategy optimization scheme and supporting safeguard measures for B real estate enterprise digital marketing.This paper adopts the methods of literature analysis,investigation and interview.The research contents include: first,the problems faced by B real estate enterprises in developing digital marketing;The second is to clarify the purpose and principle of digital marketing strategy optimization;The third is to put forward the optimization scheme for B real estate enterprise to carry out digital marketing,including brand strategy,user strategy,channel deepening and creative optimization;The fourth is the safeguard measures that B real estate enterprises should provide to ensure the implementation effect of digital marketing.The core research conclusions of this paper include: first,the problems existing in the current digital marketing of B real estate enterprise are: too many channels,low quality of operation and maintenance,low accuracy of customer coverage,low conversion of marketing results,low attention to customers and low innovation of digital marketing strategy.The reasons for these problems are: B real estate enterprises lack attention to digital marketing,fail to segment the target market,lack of systematic management and lack of creative driving force.Second,it clarifies the core purpose of digital marketing,which is for brand,customer acquisition and transformation;In order to achieve the above objectives,it is necessary to clarify the goal of optimizing the design of digital marketing strategy.From the perspective of brand promotion,it is necessary to pay close attention to creativity and interactivity.From the perspective of result transformation,it is necessary to pay close attention to such indicators as accuracy,coverage and conversion rate.Thirdly,in view of the existing problems,the optimization design scheme is proposed from four aspects: brand strategy,user strategy,channel deepening and creative optimization.Brand strategy includes brand image deepening,brand promotion action and authoritative media platform;User strategies include customer classification management,connecting user feelings,and nationwide marketing;Channel deepening includes information streaming media,vertical media,search engine,etc;Creative optimization includes content marketing strategy,scenario marketing strategy and community marketing strategy.Fourth,we need to do a good job in optimizing the digital marketing of B real estate enterprise,including but not limited to organizational structure adjustment,assessment mechanism,incentive mechanism,cost control,etc.Based on the questionnaire survey and actual work data,this paper analyzes the problems existing in the digital marketing of B real estate enterprise,which has strong literature value in the research data.The purpose,principles and optimization design scheme of B real estate enterprise digital marketing proposed in this paper have certain innovation,and also have certain innovation value in practice.