基于新媒体冲击下营销策略的探讨 (2)

摘要

随着我们国家现代化进程的加快，组件逐渐在市场上变得越来越丰富。近年来，互联网技术已经普及到我们生活的各个角落。它的影响主要是对新媒体技术在不同层面的应用。新媒体技术对大多数公司的营销方法产生重大影响，新媒体技术的出现为公司开辟了新的营销理念和方法。并且，新媒体环境中的技术已广泛用于企业营销问题的各种研究和分析，并最终为公司设计了使用新媒体技术营销的特定策略。通过阐述房地产广告，新媒体和广告传播策略这三个关键词，并研究房地产广告行业的发展历史，将其分为阶段，总结发展轨迹，变化规律，提出每个时期传播学的特征以及形成相应特征的内在原因，并提出了相应的对策，以期为各种新媒体的运作模式提供一定的参考。

关键词：新媒体；运营的模式；房地产广告

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

目录

前言 1

一、房地产新媒体广告及其运营模式相关概述 1

（一）新媒体的定义 1

（二）新媒体运营模式 2

1.个人形式的新媒体 2

2.公众号形式的新媒体 2

3.社群形式的新媒体 2

二、新媒体营销对房地产广告模式的影响 3

（一）房地产微博营销分析 3

（二）房地产微信营销分析 4

（三）房地产电商营销分析 6

三、房地产广告新媒体运营模式的现存问题 7

（一）粉丝效应无法满足房地产发展 7

（二）信息传播的地域性限制房地产热度 8

（三）互动服务模式单一难以实现房地产线下引流 8

四、房地产广告新媒体运营模式的改进策略 8

（一）创意策略 8

1.开发互动游戏适度设置悬念 8

2.把握话题传播路径寻找最佳发布时 9

（二）媒介组合多元化喜新不厌旧 9

（三）媒介选择关联化打造量身定制广告 9

结论 10

参考文献 11