本文關鍵詞：VK房地產公司網絡傳播案例研究　出處：《南昌大學》2013年碩士論文　論文類型：學位論文

  更多相關文章： 房地產 房地產廣告 網絡傳播

【摘要】：“據CNNIC統(tǒng)計截至2012年12月底,我國網民規(guī)模達5.64億,全年共計新增網民5090萬人,互聯(lián)網普及率為42.1%。截至2012年12月底,我國微博用戶規(guī)模為3.09億,其中手機微博用戶規(guī)模達到2.02億,即高達65.6%的微博用戶使用手機終端訪問微博。 截至2012年12月底,受訪中小企業(yè)中,利用互聯(lián)網開展營銷推廣營銷活動的比例為23.0%。在各類營銷推廣渠道中,互聯(lián)網早已超越報紙、雜志等傳統(tǒng)平面媒體,同時又以多元化的展現(xiàn)形式、相對較低的推廣門檻和可評估的推廣效果等優(yōu)勢,超越電視、電臺等立體媒體,成為我國中小企業(yè)進行營銷推廣的首選渠道。進一步調研發(fā)現(xiàn),在各種網絡營銷方式中,中小企業(yè)傾向選擇電商平臺推廣、搜索引擎營銷、即時聊天工具營銷、網站展示廣告、郵件營銷等較為成熟的網絡營銷方式,其它較為新興的網絡營銷方式,比如微博營銷、論壇/BBS、SNS、視頻營銷、團購等也在一定程度上受到中小企業(yè)的青睞。 根據易觀智庫Enfodesk產業(yè)數(shù)據庫發(fā)布研究顯示,2012年度網絡廣告達731億元,其中房地產行業(yè)新房品牌網絡廣告市場規(guī)模達41.77億元,占總體規(guī)模的5.7%。同比2011年,投放費用增長161.06%。房地產網絡廣告費用的迅速增長表明網絡廣告已成為房地產企業(yè)營銷策劃推廣的重要途徑,網絡廣告也越來越受到房地產企業(yè)的認同和青睞。 從目前的文獻研究情況來看,房地產網絡廣告的研究大部分集中在理論層面的宏大敘事上,即只是將網絡廣告的一般特性直接嫁接于房地產的行業(yè)中,未能將房地產自身的客戶群體特征、房地產市場特點以及房地產營銷推廣的特殊性,也未能結合網絡廣告在現(xiàn)實中的應用案例來進行分析。為此,將網絡廣告結合地產行業(yè)廣告?zhèn)鞑サ膶嶋H情況,尤其是在對微觀環(huán)境下的網絡廣告應用現(xiàn)狀的深入分析基礎之上,總結歸納房地產網絡廣告的優(yōu)劣勢,提出具有實際操作指導意義的房地產網絡廣告應用策劃和建議,成為該領域的一個重要研究方向。,,1 本文基于房地產企業(yè)營銷策劃的視角,首先明確網絡傳播的相關理論,從理論層面分析傳播與網絡傳播的定義、基本原理及傳播特性。通過分析全國最知名房地產公司在行業(yè)特殊環(huán)境下,制定網絡傳播的策略、實施過程、實施效果及實施后存在的問題等進行全面闡述,最后得出房地產公司在網絡傳播對策上的建議,希望能夠對相關的產業(yè)起到促進和引導作用。
[Abstract]:"according to CNNIC statistics, by the end of December 2012, the number of Internet users in our country has reached 564 million, with a total of 50.9 million new netizens in the whole year. The Internet penetration rate is 42.1%. By the end of December 2012, the number of Weibo users in China was 309 million, among which the number of mobile phone Weibo users reached 202 million. That is, up to 65.6% Weibo users use mobile terminals to access Weibo. As of the end of December 2012, the proportion of small and medium-sized enterprises interviewed using the Internet to carry out marketing and marketing activities is 23.0. in all kinds of marketing and promotion channels, the Internet has already surpassed newspapers. Magazines and other traditional print media, but at the same time with a variety of display forms, relatively low barriers to promotion and evaluation of the advantages of the promotion effect, such as television, radio and other stereo media. To become the first choice of marketing channels for SMEs in China. Further research found that in all kinds of network marketing, SMEs tend to choose e-commerce platform promotion, search engine marketing, instant messaging tool marketing. Website display advertising, email marketing and other more mature online marketing, other more emerging network marketing methods, such as micro-blog marketing, forum / BBSSsnS, video marketing. Group buying and so on are also favored by small and medium-sized enterprises to a certain extent. According to research released by Enfodesk, a think-tank, online advertising reached 73.1 billion yuan in 2012. Real estate industry brand online advertising market scale of four billion one hundred and seventy-seven million yuan, accounting for the overall scale of 5.710. Compared with 2011. The rapid growth of real estate online advertising costs shows that online advertising has become an important way of marketing planning and promotion of real estate enterprises. The network advertisement also receives the real estate enterprise's approval and the favor more and more. From the current literature research, the study of real estate online advertising mostly focuses on the theoretical level of the grand narrative, that is, only the general characteristics of online advertising directly grafted in the real estate industry. It fails to analyze the characteristics of the real estate customer group, the characteristics of the real estate market and the particularity of the real estate marketing promotion, as well as the application cases of the network advertisement in reality. Combining the real estate advertising with the real estate advertising, especially on the basis of in-depth analysis of the current situation of the application of online advertising under the micro environment, summed up the advantages and disadvantages of the real estate network advertising. Put forward the real estate network advertisement application plan and suggestion which has the practical operation instruction significance, becomes an important research direction in this field. This article based on the real estate enterprise marketing planning perspective, first of all clear network communication theory, from the theoretical level analysis of the definition of communication and network communication. Through the analysis of the most famous real estate companies in the industry in the special environment, the formulation of network communication strategy, implementation process, implementation results and problems after the implementation of the comprehensive elaboration. Finally, the suggestions of real estate companies in the network communication strategy, hoping to play a role in promoting and guiding the relevant industries.
【學位授予單位】：南昌大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F299.233.4

【引證文獻】

相關碩士學位論文 前1條

1 薛丹;LNLD公司沈陽市住宅地產目標市場營銷方案的設計[D];吉林大學;2016年

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本文編號：1431481