房地产企业微信营销研究

发布时间：2018-05-06 05:17

本文选题：微信营销 + 房地产企业　；参考：《天津大学》2016年硕士论文

【摘要】：随着全世界互联网技术和智能手机的发展和普及,Internet从最早的门户型网站,到后来的搜索引擎和电子商务平台,再到现在国外的Twitter和Facebook和国内社会化媒体网站应用纷纷走入我们的视野。通过满足各类人群的不同兴趣点、职业背景、性别、年龄等比人口统计学更为细化的需求,针对性的解决人们痛点。从而吸引了大量网民关注的同时,一些品牌营销人士也开始将此部分加进了企业营销的战略规划中。在此其中,微信以其并发矩阵式扩散、及时性传播和精准投放等特性,在不到短短五年时间里国内外总活跃人数超过近7亿,月均活跃人数近6.5亿,55%高频使用率(每日开启朋友圈10次以上);和用户年平均使用总时长也连续两年排在了所有社会化媒体APP的第一位置,并且仍在快速发展中。虽然微信传播已经被大多数人意识到其对营销的重要性,但目前只有极少数企业可以很好的利用其特性进行企业宣传,大部分企业营销工作者还在找寻其如何与自身企业特性相结合的路上,理论研究和执行均缺乏系统和连续性,故本文通过对宏观微信发展概况以及企业微信营销现状进行分析,给出了一些具体建议。另外一方面则是房地产产业伴随着改革开放、社会主现代化建设,市场经济体制的建设和快速发展起来。其直至2003年国家文件中首次被定为我国最重要国民经济支柱之一。截止至2013年年底,全年我国房地产开发总投资额近9万亿元,同比增幅近20%之多。并且连续多年占我国全民生产总值的4-5%的比重,带动了多条产业链的经济发展。但同时其快速发展也无形中产生和积累了新的问题,“房价过高、空置率过高和地方财政依赖度偏高”等给我国未来整体经济的持续发展埋入了极大的隐患。一个是快速、便捷、覆盖面广为代表的微信营销;一个是亟需通过某种营销手段可以降低房地产行业营销推广成本、提升整体行业在该市场的竞争力,那么本文则通过对房地产微信营销的研究,通过对比研究法,与传统营销模式的对比进行分析,提炼微信营销的价值点,将其与房地产微信营销相结合,总结出了一定规律。从而为我国房地产行业以及我国经济的稳着陆做出一定的贡献。
[Abstract]:With the development and popularity of Internet technology and smart phones around the world, from the earliest door-to-door websites to later search engines and e-commerce platforms, Now Twitter and Facebook and domestic social media website applications have entered our field of vision. By meeting the needs of different groups of people, such as different interest points, occupation background, sex, age and so on than demographics, we can solve people's pain point pertinently. Thus attracting a large number of netizens attention, some brand marketers also began to add this part into the strategic planning of enterprise marketing. Among them, WeChat, with its characteristics of concurrent matrix diffusion, timely transmission and accurate delivery, has a total active population of nearly 700 million people both at home and abroad in less than five years. The monthly average number of active people is nearly 650 million per cent or 55% high frequency usage rate (more than 10 times a day to open the circle of friends), and the average annual total time spent by users ranks first among all social media APP for two consecutive years, and is still developing rapidly. Although WeChat Communication has been recognized by most people as important to marketing, only a few enterprises can make good use of its characteristics to promote it. Most enterprise marketing workers are still looking for how to combine them with their own enterprise characteristics, the theoretical research and execution are lack of system and continuity, so this paper analyzes the development of macro WeChat and the marketing situation of enterprise WeChat. Some concrete suggestions are given. On the other hand, the real estate industry is accompanied by the reform and opening up, the modernization of society, the construction and rapid development of the market economy system. Until 2003, it was first designated as one of the most important pillars of the national economy in our country. By the end of 2013, the total investment in real estate development in China was nearly 9 trillion yuan, an increase of nearly 20%. And for many years, it accounts for 4-5% of GDP, driving the economic development of many industrial chains. But at the same time, its rapid development has produced and accumulated new problems, such as "the housing price is too high, the vacancy rate is too high and the local financial dependence degree is on the high side", and so on, which has buried a great hidden danger to the sustainable development of our country's overall economy in the future. One is the fast, convenient and widely represented WeChat marketing; the other is the urgent need to reduce the marketing costs of the real estate industry and enhance the competitiveness of the entire industry in the market. Then this article through the real estate WeChat marketing research, through the contrast research method, carries on the analysis with the traditional marketing pattern, refines the WeChat marketing value point, combines it with the real estate WeChat marketing, summarizes the certain rule. Thus the real estate industry and China's economic landing to make a certain contribution.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F299.233.4;F274

【参考文献】