| In recent years, the technology of web2.0sweeping across the entire Internet, including blogs, podcasts, RSS, wikipedia, instant messaging (IM) thoroughly changed the application of the internet of people.There emerges a new applications which is known as Social Network services (Social Network Service, SNS),it becomes the focus of attention of the current Internet. Social Network is a new type of online media which provides users with significant participation space, with participation, openness, communication and interactivity, community-based and consistency etc. It brings the profound influence and change for our life and communication. Social platform as media communication channels for any industry is importance to be reckoned with.Real estate industry as the pillar industries of a national drive the rapid economic development, already feels the tremendous impact of the Internet industry. It always pay attention to the marketing, with the rapid the development of internet, how to use social networking media platforms, such asmicroblog, micro letter, BBS, blogs and other social networks will be the company’s brand concept, core competitiveness and product advantage through such activities spread platform, real-time and gains a significant growth in sales was the subject of real estate marketing thinking to explore. SNS marketing of real estate is the inheritance and development of the traditional marketing, its biggest advantage is to reduce operating expenses, widen the channel of the communication, the enhancement enterprise to communicate with consumers, and change the real estate enterprise marketing idea, make full use of advanced multimedia technology, break the regional restrictions provide real-time service for consumer, to change the real estate enterprise its image has played a very big effect. Face to the great opportunities and challenges brought by Internet, real estate enterprises want to improve their own competitiveness, to find opportunities in the fierce competition environment, timely adjustment of its marketing strategy, constantly taking precise innovative marketing tool to attract customers, build a brand, cultivate customer loyalty in the target market, to win opportunities and occupy the market. This paper firstly summarizes the definition of the SNS, the composition, characteristic and value in SNS in the aspects of the relevant theory, and expounds the theory basis of SNS marketing real estate enterprises, explore the social environment of real estate enterprise must change its’marketing strategy, and finally takes M real estate company as an example, researches M real estate company the present situation of business and marketing, analyzes the current existing problems and what need to be improved, with the rapid development of SNS, suggest M real estate company to enter the social marketing, and provides some corresponding countermeasures, hope for provide some reference and suggestions to M real estate company in the fierce market competition in order to win the market. |
