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Taiwan’s real estate industry is a relatively traditional operating industry, the application of information is also relatively slow as compared to other industries. So far they still tend to spend a large amount of money to build attractive reception centers, hire experienced sales persons, rely on traditional media such as television, newspapers and radio, and organize all sorts of campaigns to sell the houses. In recent years, with the rise of internet and multimedia platforms, real estate marketing has also undergone great changes.
Internet users are increasing in response to the vigorous development of new media, therefore real estate marketing should not be limited to the traditional methods (newspapers, television and radio). They should develop more marketing methods to boost their sales, so as to complete the sales target within the sales period, reduce labor costs, improve service quality and strengthen their competitiveness.
This study explores the current situation and problems of the development of new media marketing of Taiwan real estate industry, by means of literature review, case analysis and data analysis, and also suggests some development strategies for further reference.
This paper is divided into five parts. The first part mainly introduces research background and motivation, research purpose and method. The second part introduces the relationship between real estate marketing and new media, including the characteristics of real estate marketing and the definition of new media marketing, the possibility of choosing new media as the medium for real estate marketing and the possible impact of new media on real estate marketing. The third part focuses on the analysis of the current situation of the new media marketing of Taiwan real estate industry, and the following part introduces a set of new media marketing strategies for Taiwan real estate enterprises. The last part of this study explores the real estate marketing strategy under the new media environment
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