本文選題：微信營(yíng)銷 + 房地產(chǎn)企業(yè)�。� 參考：《天津大學(xué)》2016年碩士論文

【摘要】：隨著全世界互聯(lián)網(wǎng)技術(shù)和智能手機(jī)的發(fā)展和普及,Internet從最早的門戶型網(wǎng)站,到后來的搜索引擎和電子商務(wù)平臺(tái),再到現(xiàn)在國(guó)外的Twitter和Facebook和國(guó)內(nèi)社會(huì)化媒體網(wǎng)站應(yīng)用紛紛走入我們的視野。通過滿足各類人群的不同興趣點(diǎn)、職業(yè)背景、性別、年齡等比人口統(tǒng)計(jì)學(xué)更為細(xì)化的需求,針對(duì)性的解決人們痛點(diǎn)。從而吸引了大量網(wǎng)民關(guān)注的同時(shí),一些品牌營(yíng)銷人士也開始將此部分加進(jìn)了企業(yè)營(yíng)銷的戰(zhàn)略規(guī)劃中。在此其中,微信以其并發(fā)矩陣式擴(kuò)散、及時(shí)性傳播和精準(zhǔn)投放等特性,在不到短短五年時(shí)間里國(guó)內(nèi)外總活躍人數(shù)超過近7億,月均活躍人數(shù)近6.5億,55%高頻使用率(每日開啟朋友圈10次以上);和用戶年平均使用總時(shí)長(zhǎng)也連續(xù)兩年排在了所有社會(huì)化媒體APP的第一位置,并且仍在快速發(fā)展中。雖然微信傳播已經(jīng)被大多數(shù)人意識(shí)到其對(duì)營(yíng)銷的重要性,但目前只有極少數(shù)企業(yè)可以很好的利用其特性進(jìn)行企業(yè)宣傳,大部分企業(yè)營(yíng)銷工作者還在找尋其如何與自身企業(yè)特性相結(jié)合的路上,理論研究和執(zhí)行均缺乏系統(tǒng)和連續(xù)性,故本文通過對(duì)宏觀微信發(fā)展概況以及企業(yè)微信營(yíng)銷現(xiàn)狀進(jìn)行分析,給出了一些具體建議。另外一方面則是房地產(chǎn)產(chǎn)業(yè)伴隨著改革開放、社會(huì)主現(xiàn)代化建設(shè),市場(chǎng)經(jīng)濟(jì)體制的建設(shè)和快速發(fā)展起來。其直至2003年國(guó)家文件中首次被定為我國(guó)最重要國(guó)民經(jīng)濟(jì)支柱之一。截止至2013年年底,全年我國(guó)房地產(chǎn)開發(fā)總投資額近9萬億元,同比增幅近20%之多。并且連續(xù)多年占我國(guó)全民生產(chǎn)總值的4-5%的比重,帶動(dòng)了多條產(chǎn)業(yè)鏈的經(jīng)濟(jì)發(fā)展。但同時(shí)其快速發(fā)展也無形中產(chǎn)生和積累了新的問題,“房?jī)r(jià)過高、空置率過高和地方財(cái)政依賴度偏高”等給我國(guó)未來整體經(jīng)濟(jì)的持續(xù)發(fā)展埋入了極大的隱患。一個(gè)是快速、便捷、覆蓋面廣為代表的微信營(yíng)銷;一個(gè)是亟需通過某種營(yíng)銷手段可以降低房地產(chǎn)行業(yè)營(yíng)銷推廣成本、提升整體行業(yè)在該市場(chǎng)的競(jìng)爭(zhēng)力,那么本文則通過對(duì)房地產(chǎn)微信營(yíng)銷的研究,通過對(duì)比研究法,與傳統(tǒng)營(yíng)銷模式的對(duì)比進(jìn)行分析,提煉微信營(yíng)銷的價(jià)值點(diǎn),將其與房地產(chǎn)微信營(yíng)銷相結(jié)合,總結(jié)出了一定規(guī)律。從而為我國(guó)房地產(chǎn)行業(yè)以及我國(guó)經(jīng)濟(jì)的穩(wěn)著陸做出一定的貢獻(xiàn)。
[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.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F299.233.4;F274

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