Developing a digital marketing communications strategy for the residential real estate market
Jazyk: | ruština |
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Rok vydání: | 2021 |
Předmět: |
маÑкеÑинговÑе коммÑникаÑии
media planning marketing communications real estate market marketing ÑÑнок жилой недвижимоÑÑи маÑкеÑинг ÑÐµÐºÐ»Ð°Ð¼Ð½Ð°Ñ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ñ Ð¼ÐµÐ´Ð¸Ð°Ð¿Ð»Ð°Ð½Ð¸Ñование ÑÑÑаÑÐµÐ³Ð¸Ñ strategy advertising campaign |
DOI: | 10.18720/spbpu/3/2021/vr/vr21-5888 |
Popis: | ЦелÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑвлÑеÑÑÑ ÑазÑабоÑка ÑÑÑаÑегии ÑиÑÑовÑÑ Ð¼Ð°ÑкеÑинговÑÑ ÐºÐ¾Ð¼Ð¼ÑникаÑий в виде медиаплана в инÑеÑнеÑе Ð´Ð»Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¶Ð¸Ð»Ð¾Ð¹ недвижимоÑÑи. ÐÑÑледование вÑполнÑлоÑÑ Ð½Ð° базе ÐÐР«ÐнгÑад». ÐÑÐµÐ´Ð¼ÐµÑ Ð¸ÑÑледованиÑ: обÑÐ°Ñ Ð¼Ð°ÑкеÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ ÑÑÑаÑÐµÐ³Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÐÐР«ÐнгÑад». ÐеÑÐ¾Ð´Ñ Ð¸ÑÑледованиÑ: пÑименÑлиÑÑ Ð¾Ð±ÑенаÑÑнÑе меÑÐ¾Ð´Ñ Ð¸ÑÑледованиÑ: конÑенÑнÑй и ÑÑавниÑелÑнÑй анализ, меÑод аналогий, ÑÑÑаÑегиÑеÑкий анализ, SWOT â анализ, пÑогнозиÑование. ÐÑновнÑе ÑезÑлÑÑаÑÑ Ð¸ÑÑледованиÑ: ¾ вÑполнен анализ обÑекÑа иÑÑледованиÑ; ¾ пÑоведен анализ маÑкеÑинговой ÑÑÑаÑегии; ¾ пÑедложен алгоÑиÑм по ÑазÑабоÑке ÑÑÑаÑегии ÑиÑÑовÑÑ Ð¼Ð°ÑкеÑинговÑÑ ÐºÐ¾Ð¼Ð¼ÑникаÑий; ¾ ÑазÑабоÑана ÑÑÑаÑÐµÐ³Ð¸Ñ ÑиÑÑовÑÑ Ð¼Ð°ÑкеÑинговÑÑ ÐºÐ¾Ð¼Ð¼ÑникаÑий на оÑнове пÑедложенного алгоÑиÑма в виде медиаплана. ÐблаÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑезÑлÑÑаÑов ÐÐРпÑименение ÑезÑлÑÑаÑов ÑабоÑÑ Ð² деÑÑелÑноÑÑи компании-обÑекÑа и возможноÑÑи маÑÑÑабиÑÐ¾Ð²Ð°Ð½Ð¸Ñ ÑеÑÐµÐ½Ð¸Ñ Ð½Ð° пÑедпÑиÑÑиÑÑ Ð¾ÑÑаÑли ÑÑÑоиÑелÑÑÑва и пÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¶Ð¸Ð»Ð¾Ð¹ недвижимоÑÑи. ÐаÑÑной новизной иÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑвлÑеÑÑÑ ÑазÑабоÑаннÑй алгоÑиÑм ÑÐ¾Ð·Ð´Ð°Ð½Ð¸Ñ Ð¼Ð°ÑкеÑинговой ÑÑÑаÑегии Ð´Ð»Ñ Ð·Ð°ÑÑÑойÑика жилой недвижимоÑÑи. ÐÑводÑ. ÐадаÑи ÐÐÐ ÑеÑенÑ, ÑÐµÐ»Ñ Ð´Ð¾ÑÑигнÑÑа, опÑеделена облаÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑезÑлÑÑаÑов. ÐолÑÑеннÑе ÑезÑлÑÑаÑÑ Ð¾Ð±Ð»Ð°Ð´Ð°ÑÑ Ð¿Ñизнаками наÑÑной новизнÑ. ÐбоÑÐ½Ð¾Ð²Ð°Ð½Ñ Ð¿ÐµÑÑпекÑÐ¸Ð²Ñ Ð¸ напÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð´Ð°Ð»ÑнейÑего иÑÑледованиÑ. The aim of the study is to develop a digital marketing communications strategy in the form of a media plan on the Internet to promote residential real estate. The study was carried out on the basis PJSC âIngradâ. Research subject: The general marketing strategy of the company PJSC âIngradâ. Research methods: General scientific research methods were used: content and comparative analysis, analogy method, strategic analysis, SWOTanalysis, forecasting. The main results of the study: ¾ The analysis of the object of research was carried out; ¾ The analysis of marketing strategy; ¾ proposed an algorithm for the development of digital marketing communications strategy; ¾ developed a digital marketing communications strategy based on the proposed algorithm in the form of a media plan. Application field: application of the results of the work in the activities of the target company and the possibility of scaling the solution to the enterprises of the construction industry and the promotion of residential real estate. The scientific novelty of the study is algorithm for creating a marketing strategy for the developer of residential real estate. Conclusions: The tasks of the thesis are solved, the goal is achieved, and the scope of application of the results is determined. The results obtained show signs of scientific novelty. The directions of further research are defined. |
Databáze: | OpenAIRE |
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