房地产企业新媒体营销传播分析——以重庆房地产企业为例-analysis of new media marketing communication in real estate enterprises - taking chongqing real estate enterprises as an example.docxVIP

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房地产企业新媒体营销传播分析——以重庆房地产企业为例-analysis of new media marketing communication in real estate enterprises - taking chongqing real estate enterprises as an example.docx

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房地产企业新媒体营销传播分析——以重庆房地产企业为例-analysis of new media marketing communication in real estate enterprises - taking chongqing real estate enterprises as an example

companies, including traditional media, such as flat media, audio-visual media, as well as integrated marketing communication in advertising communication, field communication, sales promotion, and interpersonal communication channels. This part also analyzes the real estate business in Chongqing current situation and problems of new media marketing. Part four presents a set of new media marketing strategies used in the real estate enterprises in Chongqing, including the construction and planning of new media marketing system, new media marketing information delivery and complementary strategies in terms of new media marketing and traditional marketing channels. In the last part, by extension, the countrys real estate business marketing in the new media environment are discussed.Keywords: New media, Real Estate, Marketing Communications，IMC目录中文摘要..........................................................................................................................................I英文摘要........................................................................................................................................ II1 绪论......................................................................................................................................... 11.1 选题背景 ................................................................................................................................... 11.2 研究综述 ................................................................................................................................... 21.2.1 房地产营销传播研究综述 ................................................................................................ 21.2.2 房地产新媒体营销研究综述 ............................................................................................ 51.3 研究意义 ................................................................................................................................... 61.3.1 学术意义 ..................................................