Chapter
Dec 15, 2022
Research on Real Estate New Media Marketing Strategy Based on Consumer Behavior Characteristics
Publication: ICCREM 2022
ABSTRACT
The rapid development of network information technology not only changes people’s way of life but also profoundly affects the marketing methods of all walks of life. The rapid development of new media has brought new development opportunities to real estate marketing. Based on the consumer behavior model SICAS, this paper finds the characteristics of target customers, realizes precise marketing through new media such as WeChat, short video platforms, live broadcast platforms, etc., and plays an important role in grasping customer characteristics, improving customer experience, responding to customers in a timely manner, and meeting individual needs, role, and formulate marketing strategies to ultimately achieve the company’s marketing goals.
Get full access to this article
View all available purchase options and get full access to this chapter.
REFERENCES
DCCI (Data Center of the China Internet). (2011). “China Social Marketing Blue Book.” <https://max.book118.com/html/2012/0702/2336024.shtm>(Mar.31, 2022). (in Chinese).
Institute of Journalism and Communication. (2021). New media blue book: China new media development report No.12 (2021), Social Sciences Academic Press, Beijing. (in Chinese).
PBOC (People’s Bank of China). (2021). “China monetary policy implementation report for the fourth quarter of 2021.” <http://www.gov.cn/xinwen/2022-02/14/content_5673404.htm>(Mar.31, 2022). (in Chinese).
Xiong, C. Y. (2011). “Thinking about the future of new media.” <http://www.scio.gov.cn/hzjl/zxbd/wz/Document/1019398/1019398.htm>(Mar.31, 2022).(in Chinese).
Xu, H. (2017). “Research on the subdivision index system of real estate development enterprise customers.” Architectural Engineering Technology and Design, (09), 2718. (in Chinese).
Information & Authors
Information
Published In
ICCREM 2022
Pages: 574 - 580
History
Published online: Dec 15, 2022
Permissions
Request permissions for this article.
Authors
Affiliations
1Lecturer, Dept. of Economics and Management, Zhonghuan Information College Tianjin Univ. of Technology, Tianjin, China. Email: [email protected]
Metrics & Citations
Metrics
Citations
Download citation
If you have the appropriate software installed, you can download article citation data to the citation manager of your choice. Simply select your manager software from the list below and click Download.
View Options
Get Access
Access content
Please select your options to get access
Log in/Register
Log in via your institution (Shibboleth)
ASCE Members:
Please log in to see member pricing
Purchase
Save for later Item saved, go to cart Information on ASCE Library Cards
ASCE Library Cards let you download journal articles, proceedings papers, and available book chapters across the entire ASCE Library platform. ASCE Library Cards remain active for 24 months or until all downloads are used. Note: This content will be debited as one download at time of checkout.
Terms of Use: ASCE Library Cards are for individual, personal use only. Reselling, republishing, or forwarding the materials to libraries or reading rooms is prohibited.
Terms of Use: ASCE Library Cards are for individual, personal use only. Reselling, republishing, or forwarding the materials to libraries or reading rooms is prohibited.
Get Access
Access content
Please select your options to get access
Log in/Register
Log in via your institution (Shibboleth)
ASCE Members:
Please log in to see member pricing
Purchase
Save for later Item saved, go to cart Information on ASCE Library Cards
ASCE Library Cards let you download journal articles, proceedings papers, and available book chapters across the entire ASCE Library platform. ASCE Library Cards remain active for 24 months or until all downloads are used. Note: This content will be debited as one download at time of checkout.
Terms of Use: ASCE Library Cards are for individual, personal use only. Reselling, republishing, or forwarding the materials to libraries or reading rooms is prohibited.
Terms of Use: ASCE Library Cards are for individual, personal use only. Reselling, republishing, or forwarding the materials to libraries or reading rooms is prohibited.