房地产项目微信营销研究
(北京交通大学经济管理学院,北京 100044)
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摘要:作为互联网交互平台,微信是房地产营销不可或缺的工具。介绍微信和微信公众平台的基本内涵,分析微信关注度高、及时性、到达率高和精准定位等特点,重点阐述微信营销在房地产项目的适用性以及房地产微信营销的运营模式。结合我国房地产项目微信营销现状,提出具体的改进建议。关键词:房地产;微信营销;适用性Abstract:As the internet interaction platform,micro-channel is indispensable to real estate marketing. Firstly,this paper introduces the connotation of the micro-channel and micro-channel public platform. Then by analyzing the features of micro-channel,such as high attention,timeliness,reach high and precise positioning,this article describes the applicability of micro-channel marketing in the real estate business and its operating mode. Besides,considering the status of real estate micro-channel marketing in china,the suggestions for improvement are discussed also.Keywords:real estate;micro-channel marketing;applicability参考文献[1] 王勇,洪斌.微信及其在图书馆的应用[J].新世纪图书馆,2013(9):45-49.[2] 孔云,廖寅,资芸,等.基于微信公众账号的图书馆移动信息服务研究[J].情报杂志,2013(9):167-170.[3] 左佩佩.微信营销存在的问题探析[J].营销策略,2013(36):32-33.[4] 罗海军,于燕.试论微信的营销价值及营销方式[J].时代经贸,2013(17):55-55.[5] 方兴东,石现升,张笑容,等.微信传播机制与治理问题研究[J].现代传播,2013,35(6):122-127.[6] 陈酉宜.浅论我国房地产微博营销的问题与策略选择[J].河南师范大学学报:哲学社会科学版,2013,40(6):48-50.建筑经济,2014(12):78-81