本文關(guān)鍵詞：VK房地產(chǎn)公司網(wǎng)絡(luò)傳播案例研究　出處：《南昌大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

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【摘要】：“據(jù)CNNIC統(tǒng)計(jì)截至2012年12月底,我國(guó)網(wǎng)民規(guī)模達(dá)5.64億,全年共計(jì)新增網(wǎng)民5090萬人,互聯(lián)網(wǎng)普及率為42.1%。截至2012年12月底,我國(guó)微博用戶規(guī)模為3.09億,其中手機(jī)微博用戶規(guī)模達(dá)到2.02億,即高達(dá)65.6%的微博用戶使用手機(jī)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(wǎng)開展?fàn)I銷推廣營(yíng)銷活動(dòng)的比例為23.0%。在各類營(yíng)銷推廣渠道中,互聯(lián)網(wǎng)早已超越報(bào)紙、雜志等傳統(tǒng)平面媒體,同時(shí)又以多元化的展現(xiàn)形式、相對(duì)較低的推廣門檻和可評(píng)估的推廣效果等優(yōu)勢(shì),超越電視、電臺(tái)等立體媒體,成為我國(guó)中小企業(yè)進(jìn)行營(yíng)銷推廣的首選渠道。進(jìn)一步調(diào)研發(fā)現(xiàn),在各種網(wǎng)絡(luò)營(yíng)銷方式中,中小企業(yè)傾向選擇電商平臺(tái)推廣、搜索引擎營(yíng)銷、即時(shí)聊天工具營(yíng)銷、網(wǎng)站展示廣告、郵件營(yíng)銷等較為成熟的網(wǎng)絡(luò)營(yíng)銷方式,其它較為新興的網(wǎng)絡(luò)營(yíng)銷方式,比如微博營(yíng)銷、論壇/BBS、SNS、視頻營(yíng)銷、團(tuán)購(gòu)等也在一定程度上受到中小企業(yè)的青睞。 根據(jù)易觀智庫(kù)Enfodesk產(chǎn)業(yè)數(shù)據(jù)庫(kù)發(fā)布研究顯示,2012年度網(wǎng)絡(luò)廣告達(dá)731億元,其中房地產(chǎn)行業(yè)新房品牌網(wǎng)絡(luò)廣告市場(chǎng)規(guī)模達(dá)41.77億元,占總體規(guī)模的5.7%。同比2011年,投放費(fèi)用增長(zhǎng)161.06%。房地產(chǎn)網(wǎng)絡(luò)廣告費(fèi)用的迅速增長(zhǎng)表明網(wǎng)絡(luò)廣告已成為房地產(chǎn)企業(yè)營(yíng)銷策劃推廣的重要途徑,網(wǎng)絡(luò)廣告也越來越受到房地產(chǎn)企業(yè)的認(rèn)同和青睞。 從目前的文獻(xiàn)研究情況來看,房地產(chǎn)網(wǎng)絡(luò)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(wǎng)絡(luò)廣告的一般特性直接嫁接于房地產(chǎn)的行業(yè)中,未能將房地產(chǎn)自身的客戶群體特征、房地產(chǎn)市場(chǎng)特點(diǎn)以及房地產(chǎn)營(yíng)銷推廣的特殊性,也未能結(jié)合網(wǎng)絡(luò)廣告在現(xiàn)實(shí)中的應(yīng)用案例來進(jìn)行分析。為此,將網(wǎng)絡(luò)廣告結(jié)合地產(chǎn)行業(yè)廣告?zhèn)鞑サ膶?shí)際情況,尤其是在對(duì)微觀環(huán)境下的網(wǎng)絡(luò)廣告應(yīng)用現(xiàn)狀的深入分析基礎(chǔ)之上,總結(jié)歸納房地產(chǎn)網(wǎng)絡(luò)廣告的優(yōu)劣勢(shì),提出具有實(shí)際操作指導(dǎo)意義的房地產(chǎn)網(wǎng)絡(luò)廣告應(yīng)用策劃和建議,成為該領(lǐng)域的一個(gè)重要研究方向。,,1 本文基于房地產(chǎn)企業(yè)營(yíng)銷策劃的視角,首先明確網(wǎng)絡(luò)傳播的相關(guān)理論,從理論層面分析傳播與網(wǎng)絡(luò)傳播的定義、基本原理及傳播特性。通過分析全國(guó)最知名房地產(chǎn)公司在行業(yè)特殊環(huán)境下,制定網(wǎng)絡(luò)傳播的策略、實(shí)施過程、實(shí)施效果及實(shí)施后存在的問題等進(jìn)行全面闡述,最后得出房地產(chǎn)公司在網(wǎng)絡(luò)傳播對(duì)策上的建議,希望能夠?qū)ο嚓P(guān)的產(chǎn)業(yè)起到促進(jìn)和引導(dǎo)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(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F299.233.4

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 薛丹;LNLD公司沈陽(yáng)市住宅地產(chǎn)目標(biāo)市場(chǎng)營(yíng)銷方案的設(shè)計(jì)[D];吉林大學(xué);2016年

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本文編號(hào)：1431481