Application Of Wechat Marketing Strategy In The Real Estate Industry

With the rapid proliferation of smart phones, China’s Internet users’consumption habits gradually move from the PC side to the mobile side. The trend of the phone becoming an important Internet terminal is increasingly apparent. Mobile Internet had a profound impact on public life. China’s Internet development also gradually transformed from a simple "enhance penetration" to "deepen use".Due to the huge amount of the transactions, the numerous impact factors of purchasing, real estate consumers consider more on their rational appeals. The real estate business take full account of these factors in their marketing activities, with a low-cost, high delivery rate of marketing to inform customers. Internet platform enhanced the marketing advantage with the characteristics of multi-channel, high transparency, timely information as well as strong interactive features. Mobile marketing again enlarged such advantages. From the running costs and effectiveness of the mobile side, Wechat marketing will be the main front of the future mobile marketing.This paper focuses on the application of Wechat marketing strategy in the real estate industry. Firstly, we introduce the development of marketing theory, the basic concepts and characteristics, the development process, as well as the users’ characteristics of Wechat marketing. Secondly, we discuss the current situation of the real estate Wechat marketing and its applicability. We further take microblog as the reference to carry out a SWOT analysis Wechat marketing. Thirdly, the practical operation of the real estate Wechat marketing strategy was explored, with all the key node and specific method of a project to do Wechat marketing being explained in detail. Based on above, we also try to employ the AISAS model to build the Wechat marketing strategy effectiveness evaluation system. By analyzing the five major aspects of Attention, Interest, Search, Action, Share, an evaluation model for real estate Wechat marketing was constructed with specific evaluation for each link. Finally, the author takes the ZJ project as the study object. Through visits and questionnaires, combined with previous theoretical research and policy discussion, the author conducted the Wechat marketing strategy from goals and plans setting to concrete measures and evaluations. At the same time, comparing with the real estate marketing activity in September 2015, the author takes experiments on the marketing activity in October with an evaluation on the effectiveness of the practical application of Wechat marketing by using relevant indicators of the AISAS model.