基于新媒體沖擊下營銷策略的探討 (2)

摘要

隨著我們國家現(xiàn)代化進程的加快，組件逐漸在市場上變得越來越豐富。近年來，互聯(lián)網(wǎng)技術(shù)已經(jīng)普及到我們生活的各個角落。它的影響主要是對新媒體技術(shù)在不同層面的應(yīng)用。新媒體技術(shù)對大多數(shù)公司的營銷方法產(chǎn)生重大影響，新媒體技術(shù)的出現(xiàn)為公司開辟了新的營銷理念和方法。并且，新媒體環(huán)境中的技術(shù)已廣泛用于企業(yè)營銷問題的各種研究和分析，并最終為公司設(shè)計了使用新媒體技術(shù)營銷的特定策略。通過闡述房地產(chǎn)廣告，新媒體和廣告?zhèn)鞑ゲ呗赃@三個關(guān)鍵詞，并研究房地產(chǎn)廣告行業(yè)的發(fā)展歷史，將其分為階段，總結(jié)發(fā)展軌跡，變化規(guī)律，提出每個時期傳播學(xué)的特征以及形成相應(yīng)特征的內(nèi)在原因，并提出了相應(yīng)的對策，以期為各種新媒體的運作模式提供一定的參考。

關(guān)鍵詞：新媒體；運營的模式；房地產(chǎn)廣告

Abstract

With the acceleration of our country's modernization process, components gradually become more and more abundant in the market. In recent years, Internet technology has been popularized to every corner of our lives. Its impact is mainly on the application of new media technology at different levels. New media technology has a significant impact on the marketing methods of most companies. The emergence of new media technology has opened up new marketing concepts and methods for companies. Moreover, the technology in the new media environment has been widely used in various research and analysis of enterprise marketing problems, and finally designed a specific strategy for the company to use new media technology marketing. By expounding the three key words of real estate advertisement, new media and advertisement communication strategy, and studying the development history of the real estate advertisement industry, dividing it into stages, summarizing the development track, the law of change, putting forward the characteristics of Communication Science in each period and the internal reasons of forming corresponding characteristics, and putting forward corresponding countermeasures, in order to provide certain operation modes for various new media Reference resources.

Key words: new media; mode of operation; real estate advertising

目錄

前言 1

一、房地產(chǎn)新媒體廣告及其運營模式相關(guān)概述 1

（一）新媒體的定義 1

（二）新媒體運營模式 2

1.個人形式的新媒體 2

2.公眾號形式的新媒體 2

3.社群形式的新媒體 2

二、新媒體營銷對房地產(chǎn)廣告模式的影響 3

（一）房地產(chǎn)微博營銷分析 3

（二）房地產(chǎn)微信營銷分析 4

（三）房地產(chǎn)電商營銷分析 6

三、房地產(chǎn)廣告新媒體運營模式的現(xiàn)存問題 7

（一）粉絲效應(yīng)無法滿足房地產(chǎn)發(fā)展 7

（二）信息傳播的地域性限制房地產(chǎn)熱度 8

（三）互動服務(wù)模式單一難以實現(xiàn)房地產(chǎn)線下引流 8

四、房地產(chǎn)廣告新媒體運營模式的改進策略 8

（一）創(chuàng)意策略 8

1.開發(fā)互動游戲適度設(shè)置懸念 8

2.把握話題傳播路徑尋找最佳發(fā)布時 9

（二）媒介組合多元化喜新不厭舊 9

（三）媒介選擇關(guān)聯(lián)化打造量身定制廣告 9

結(jié)論 10

參考文獻 11