M房地产公司SNS营销策略研究

发布时间：2018-01-08 04:00

本文关键词：M房地产公司SNS营销策略研究　出处：《大连海事大学》2014年硕士论文　论文类型：学位论文

【摘要】：近些年,Web2.0技术席卷整个互联网,包括博客、播客、RSS、维基百科、即时消息(IM)等彻底改变了人们对互联网的应用。被称为社会网络服务(SocialNetwork Service,简称SNS)的新兴应用,成为了当前互联网关注的焦点,社交网络是一种给予用户极大参与空间的新型在线媒体,它为用户提供极大参与空间,具有参与、公开、交流、对话性、社区化和连贯性等特征。它的出现为我们的生活和交流带来了深刻的影响和变革,社交平台作为媒体传播渠道对于任何行业来说其重要性都是不容小觑。房地产行业是国家带动经济快速发展的支柱性产业,已切身感受到互联网所带来的巨大冲击。向来注重营销的房地产企业在互联网技术不断发展进步的环境下,如何通过社交网络媒体平台(如微博、微信、论坛、博客等社交网络)将公司的品牌概念、核心竞争力及产品优势等传播出去,并获得销售业绩上的明显增长是房地产市场营销不断思考探索的话题。房地产SNS营销是传统营销的继承与发展,其最大优点是能降低营业费用,拓宽沟通渠道,增强企业与消费者沟通交流。这需要房地产企业改变其营销理念,充分利用先进的多媒体技术,打破地域限制为消费者提供实时服务,进而改变房地产企业自身形象。SNS的不断发展,为房地产企业带来重大发展契机的同时,也带来了巨大的挑战,房地产企业想要提升自身竞争力,在激烈的竞争环境中觅得先机,就必须适时的调整其营销策略,不断采用精准的、创新的营销手段去吸引消费者,建立品牌,培养目标市场中的消费者忠诚度,才能赢得先机,真正占有市场。文章首先从SNS的定义、构成、特点以及价值等几个方面对SNS的相关理论进行概要介绍,并阐述了房地产企业SNS营销的理论依据,探讨SNS环境下房地产企业变革其营销策略之必然,最后以M房地产公司为例,调研M房地产公司其经营与营销现状,剖析其当前存在的问题以及需要改进之处,借助SNS迅猛发展之契机,建议M房地产公司进军SNS营销,并提供一些针对性的对策,希望为M房地产公司在激烈的市场竞争中赢得市场提供一些参考与建议。
[Abstract]:In recent years, Web 2.0 technology has swept the entire Internet, including blogs, podcasts, RSS, Wikipedia. Instant messaging (IMM) has revolutionized people's use of the Internet, known as Social Service Network (SNS). Social network is a new type of online media that gives users great participation space. It provides users with great participation space, with participation, openness, communication, dialogue. The appearance of social platform has brought profound influence and change to our life and communication. The importance of social platform as a media channel for any industry can not be underestimated. The real estate industry is the pillar industry which the country drives the economy to develop rapidly. The impact of the Internet has been felt. Real estate companies that have always focused on marketing use social media platforms (such as Weibo, WeChat, forums) through social media platforms in an environment where Internet technology is constantly evolving. Social networks, such as blogs, spread the company's brand concept, core competencies and product strengths. Real estate SNS marketing is the inheritance and development of traditional marketing, and its biggest advantage is to reduce the operating expenses. It is necessary for real estate enterprises to change their marketing concepts, make full use of advanced multimedia technology, and break the geographical restrictions to provide real-time services to consumers. Then changes the real estate enterprise self-image SNS continuous development, for the real estate enterprise brings the important development opportunity, also has brought the huge challenge, the real estate enterprise wants to enhance its own competitiveness. In the fierce competitive environment to find the first opportunity, we must timely adjust its marketing strategy, and continue to use accurate, innovative marketing means to attract consumers, establish brands, and cultivate consumer loyalty in the target market. In order to win the first chance, really occupy the market. This paper first introduces the related theories of SNS from the definition, composition, characteristics and value of SNS, and expounds the theoretical basis of SNS marketing in real estate enterprises. This paper discusses the necessity for real estate enterprises to change their marketing strategies under the environment of SNS. Finally, taking M real estate company as an example, the paper investigates M real estate company's management and marketing status. Analyze its current problems and need to be improved, with the help of the rapid development of SNS opportunities, the M real estate company to enter into SNS marketing, and provide some targeted countermeasures. This paper hopes to provide some references and suggestions for M real estate company to win the market in the fierce market competition.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4

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