| In 2016,the central government proposed "no speculation in housing and housing",and launched the strictest regulation and control policy,which has continued to this day.This regulation is promoted together with the supply side structural reform and financial deleveraging.It is of great significance.It has greatly changed the national economic pattern and will reshape the pattern of the real estate industry.The overall cooling of the real estate market has become a fact,the real estate industry has gradually entered the stock market stage,the overall profit of traditional real estate development has declined,and the high leverage and high turnover mode has become impractical.The competition among real estate enterprises has become white hot,and they have been looking for new breakthroughs in land acquisition mode,operation mode and marketing mode,trying their best to "survive".W Group was founded in Dalian in 1988.After more than 30 years of development,it has transformed from an initial real estate company to a large-scale enterprise group focusing on the service industry.It has a variety of industry types,among which commercial centers,film and television,and children’s industries are among the world’s industries.Leading.W Real Estate Company is responsible for the development,construction and marketing management of domestic W commercial complex projects.It is a well-known domestic real estate company and occupies an important market share in the country’s commercial real estate.The W commercial complex is an urban complex that is mainly based on W Square,and is equipped with residential buildings,commercial streets,office buildings,and apartments around W Square to meet diverse living needs.After W Real Estate Company completes the development and construction of W Square,it will be handed over to W Commercial Management Group for operation.Therefore,the network marketing strategy studied in this article is aimed at W Real Estate Company’s shops,office buildings,apartments and residential products.This paper combines in-depth interviews with consumers and internal management,literature analysis,and case study programs.Using AISAS model and SWOT analysis model,aiming at the five stages of consumers from contacting information to completing purchase behavior in the AISAS model,this paper combs the current situation of network marketing of W real estate company in detail,studies the specific problems in depth,and proposes targeted solutions plan.Specifically,in the stage of attracting attention,W real estate company should establish a customer big data information database,optimize the communication matrix,and improve the accuracy of advertising;in the stage of generating interest,create product IP,do a good job in content marketing,and innovate online marketing activities,to stimulate consumers to quickly become interested in products;in the active search stage,comprehensively lay out online brand marketing positions,do a good job in the construction of platform search portals,so that customers can easily reach the official publicity portal when they actively search;in the action stage,reform the organizational structure,set up a professional online operation team,responsible for online traffic acceptance,customer operation and big customer data analysis,empower the marketing team through customer data insight,and promote sales;in the sharing stage,do a good job in retaining online customers and improving The frequency of customer sharing and the establishment of word-of-mouth communication. |
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