房地产广告新媒体运营模式研究摘要现代中国房地产行业历经三十年的高速波动式发展，已成为国民经济支柱性产业。如今，房地产行业的转型与新媒体的爆破式发展相撞，房地产广告作为地产营销的核心部分，在新媒体传播策略中呈现出与传统媒体截然不同的特点。本文以中国房地产广告的新媒体传播为研究对象，采用文献研究、定性研究与案例研究等方法。通过对房地产广告、新媒体和广告传播策略三个关键词的阐述，以及对房地产广告行业的发展历程的研究，进行分阶段式划分，总结发展轨迹、变化规律、每一时期的传播学特点以及形成相应特点的内在原因，并提出了相应的对策，希望对各大行业新媒体运营的模式有一定的借鉴作用。关键词：新媒体；运营的模式；房地产广告AbstractModernChinarealestateindustryafterthreedecadesofhigh-speedvolatilityofdevelopment,hasbecomeapillarindustryofnationaleconomy.Nowadays,thetransformationoftherealestateindustrycollideswiththeblastingdevelopmentofnewmedia.Realestateadvertising,asthecorepartofrealestatemarketing,showsthecharacteristicsoftraditionalmediainthenewmediacommunicationstrategy.Inthispaper,thenewmediacommunicationofChineserealestateadvertisingastheresearchobject,theuseofliteratureresearch,qualitativeresearchandcasestudiesandothermethods.Throughtheelaborationofthethreekeywordsofrealestateadvertisement,newmediaandadvertisementcommunicationstrategy,andtheresearchonthedevelopmentprocessoftherealestateadvertisingindustry,theauthorpointsoutthedevelopmenttrack,thechangepattern,thecharacteristicsofcommunicationineachperiodandTheformationofthecorrespondingcharacteristicsoftheinternalreasons,andputforwardthecorrespondingfightthestrategy,hopethatthemajorindustriesofnewmediaoperationmodelhassomereference.Keywords:newmedia;modeofoperation;realestateadvertising目录1、绪论.............................................................................................................11.1研究背景................................................................................................11.2研究意义................................................................................................12、房地产广告新媒体及其运营模式相关概述................................................12.1新媒体....................................................................................................12.2新媒体运营的模式.................................................................................23、房地产广告新媒体运营模式案例分析........................................................43.1微博：恒泰时间海之“任志强不退休‘粉’见会..............................43.2微信：全民营销数据平台带客通.........................................................63.3电商：淘宝万科线上购房中心.............................................................94、房地产广告新媒体运营模式的现存问题..................................................114.1粉丝经济累积效应难以满足房地产快速发展...................................114.2信息传播地域广泛难以聚焦房地产地缘热度...................................124.3互动服务模式单一难以实现房地产线下引流...................................125、房地产广告新媒体运营模式的改进策略..................................................135.1创意策略...............................................................................................135.1.1开发互动游戏适度设置悬念.....................................................135.1.2把握话题传播路径寻找最佳发布时.........................................135.2媒介组合多...
