Research On Online Marketing Strategy Optimization Of H Real Estate Enterprise Based On Private Domain Traffic

After 30 years of rapid development,the growth rate of China’s real estate market has entered a low growth,low profit stock era.Repeated epidemics and frequent thunderstorms of real estate enterprises have reduced the willingness of ordinary people to buy houses.The effect of traditional marketing methods of real estate is getting worse and worse,and the sales performance is falling off a cliff.Factors such as the younger age of buyers and the epidemic situation of staying at home and working catalyzed the consumption upgrading and online marketing of c-end buyers.Facing the sales and capital difficulties in the real estate market,the leading real estate enterprises took online marketing as the entry point to find ways to solve the problems of high customer acquisition cost,low sales efficiency and insufficient customer loyalty.Through literature and theory combing on research topics such as real estate digital marketing and private domain flow,it is found that the core of 4Rs marketing mix theory is "customer relationship as the center",and the core of private domain flow is to pay attention to the long-term value of users.This paper takes H Housing enterprise as the research object.The current online marketing strategy of H housing enterprise does not break away from the traditional marketing strategy.By setting up online mini program as a customer acquisition channel,the company presents problems such as low customer acquisition efficiency,high customer loss rate,low customer loyalty and low transaction conversion rate after one year of operation.The reasons are as follows: single online flow channel,lack of refined online customer management,insufficient online investment,lack of customer value system and so on.Based on the above problems,combined with 4Rs marketing mix,private domain flow and other theories,this paper proposes optimization strategies from four aspects:public domain and private domain coordinated development,reconstruction of the relationship between brand and user,construction of user loyalty system,and improvement of transformation and return.In order to ensure the implementation of the above strategies,this paper believes that it is necessary to establish safeguard measures from the three levels of strategy,organization and operation to facilitate the implementation of the above online marketing strategy optimization plan.The conclusion of this paper is as follows: Online marketing should not just be the mechanical grafting of traditional marketing strategies with the Internet,or will become a new business model.In the process of implementing online marketing strategy,enterprises should follow the principle of "user-centered",cooperate with public domain and private domain to obtain global traffic and attract new customers,and improve the efficiency of online customer acquisition.Build a private domain traffic pool to reduce user loss,activate users and operate private domain traffic,and promote customer retention and transformation.Private domain traffic operation cannot do without content marketing,live marketing,community interaction,etc.Build customer loyalty value system,establish long-term and trust relationship with users,improve transaction conversion,open online and offline marketing closed loop.In the flow operation of private domain,it has insight into the potential needs of customers,calls on users to actively participate in the product power and service experience improvement plan,and obtains customer loyalty,which is conducive to the word-of-mouth introduction and re-purchase of existing customers,diluting the cost of acquiring customers,thus reducing cost and increasing efficiency,helping enterprises maintain competitive advantages and achieve sustainable operation.