莆田房地产广告的新媒体传播现状与对策  

On Current Situation and Countermeasures New Media Dissemination for Real Estate Advertising in Putian

作　　者：黄玮 Huang Wei(School of Culture and Communication,Putian University,Putian 351100,China)

机构地区：[1]莆田学院文化与传播学院

出　　处：《黑河学院学报》2019年第12期177-179,共3页Journal of Heihe University

基　　金：2017年福建省中青年教师教育科研项目“莆田房地产广告的新媒体传播”(JAS170444)

摘　　要：采用深度访谈法、文献调查法、归纳分析法等了解莆田房地产广告的新媒体传播现存问题,提出莆田房地产广告的新媒体传播应基于环绕受众行为路径定位跟踪受众、做好新旧媒体主次串联的有效整合及依托移动媒体空间实现全面立体覆盖、通过分众媒体有效填补传播空隙的对策。This paper analyzes the current situation of new media dissemination for real estate advertising in Putian by adopting in-depth interview method,literature survey method,and inductive analysis method,and puts forward the countermeasure:locating and tracking the audience based on the audience-orientated behavior path,doing a good job in the effective integration of the new and old media in primary and secondary series,relying on the mobile media space to achieve comprehensive three-dimensional coverage,and effectively filling the gap in communication through demassified media.

关 键 词：莆田 房地产广告 新媒体 移动媒体 分众媒体 

分 类 号：G206[文化科学—传播学]