媒介融合背景下地产广告的营销策略和实施路径探研

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1、...shortcomings.Hopetoourcountryrealestateadvertisingdevelopmentinnovationmodeofthinkingandexploration,canstimulatetherealestateadvertisementoftheoryandpracticeresearch,promoteourcountryrealestateadvertisingworkingtowardsscienceandtherighttrack,retainsasaba

2、it.Keywords:Realestateadvertising;Mediaconvergence;Strategy;ThepathIII......目录摘要.............................................................I Abstract..........................................................II 第1章绪论........................................

3、................1 1.1研究背景....................................................1 1.2国内外研究现状..............................................2 1.2.1国外研究现状..........................................2 1.2.2国内研究现状..........................................3 1.3研究方法...

4、.................................................3 1.4研究目标及意义..............................................4 1.4.1研究目标..............................................4 1.4.2研究意义..............................................5 第2章地产广告的营销现状分析....................

5、..................6 2.1营销模式....................................................6 2.1.1传播主体分析..........................................6 2.1.2传播内容分析..........................................8 2.1.3传播载体分析.........................................10 2.1.4传播受众分析

6、.........................................10 2.1.5传播效果分析.........................................11 2.2营销策略...................................................12 2.2.1以品牌为营销战略导向.................................13 2.2.2以销售为目标导向.................................

7、....14 第3章地产广告在媒介融合背景下的应对策略.........................16 3.1传统媒体与数字新媒体的融合.................................16 3.1.1传统媒体与数字化整合营销的理论依据...................16 3.1.2与数字媒体的融合.....................................18 3.1.3与其它新媒体类型的融合...............................21 3.2

8、数字化公关对策.............................................23 3.3数字化执行对策.............................................24 第4章地产广告与数字新媒体融合策略的实施路径.....................264.1地产广告的微信营销...............................