The Case Study Of Network Communication Of Vanke

According to CNNIC statistics up to the end of December2012, the number of Chinese Internet users reached564million. The number of weibo users in China to309million, including mobile phone number of weibo users reached202million, which is as high as65.6%of twitter users using a mobile terminal access to twitter.Meanwhile, the study of net ads in academia has become a very important issue in advertising and communication studies. From the current literature research situation, most of the real estate Internet advertising research only in theoretical. Few with enterprise network advertisement analysis case of articles. Therefore, network advertisement combined with real estate industry, especially analysis the actual situation of micro environment of present application status and draw relevant conclusions. Become an important research direction in this field.Based on real estate enterprise marketing planning perspective, this paper firstly analyses the macro network environment, identifying the most effective real estate network customers, then combining real estate industry and network advertisement, analyzes the characteristics of online advertising property to main forms and propagation process. At last, from real estate enterprise application of Internet advertising perspective. Through the analysis of amounts data in the internet advertising practice activities. With communication and advertising related theory, analyses the network advertisement in the enterprise in the practice of the diffusion mechanism and effect of communicating.After analysis the Internet advertising macro environment、medium environment and microcosmic environment. Summarizes estate Internet advertising has many advantages, such as expenses low, has the ability to integrate other advertising resources and stability, etc. In this paper, also analyze deficiencies of network advertising in practical application, including the enterprise did not perfect management mechanism, Marketing managers without a comprehensive understanding the network advertisement, Enterprise rarely by network collects customers’ opinions, website operators lack of data on web users survey and analysis. Finally, the article proposes relevant suggestions and strategies for the real estate Internet advertising. Expect to promote the development of online advertising property.