行銷、社群媒體、動機 – 中國房地產公司行銷倫敦

Abstract

倫敦的中國房地產公司利用充滿活力和動感的社群行銷。作為全球化城市，倫敦擁有許多投資優勢，持續吸引包括中國市場在內的國外投資者。為了讓顧客了解其市場，中國房地產業公司的社群媒體內容不僅限於倫敦公寓導覽影片，還展示了大量的倫敦當地實用和文化景點以及英國文化和趨勢的釣魚標題方面 (clickbait aspects)。採用 Jaworski 和 Kohli 的市場導向理論，這些公司的社群媒體行銷策略可以用來闡明目標受眾。鑑於社群行銷在當今中國的重要性及其在千禧世代和 Z 世代或社群媒體世代中的高使用率，因此值得探索這些受眾如何以及為何在社群媒體上保持對倫敦這樣的國際化城市的興趣和吸引力。本論文分析了各公司的小紅書以及英國藍莎集團行銷團隊的訪談見解，旨在全面了解目標受眾的組成以及他們在社群媒體上對倫敦的吸引力。透過這些數據的分析，可辨識出兩個目標群體的存在，為藍莎及其競爭對手的社群媒體行銷策略提供動力。首先，普通興趣群體，他們出於逃避現實的傾向和對浪漫化的英國文化和體驗的吸引力，對倫敦和英國文化保持著濃厚的興趣和好奇心。他們可能沒有實際購買倫敦房產的意圖，但他們仍然是這些公司尋求釣魚標題內容的核心目標。第二類是認真的買家群體，他們關注的是那些專門訂製的、展示投資倫敦房地產實際吸引力的內容。這群人的特徵與先前研究中國投資理念的成果一致。這些群體的存在表明了這個市場內部意圖的差異以及社群媒體在當今市場中發揮的廣泛作用。Chinese real estate firms in London utilise vibrant and dynamic social media marketing. London is a global city with a multitude of investment benefits, which global investors, including those from the Chinese market, are continually drawn to. Knowing this, the social media content of Chinese real estate firms goes beyond London flat tours, showing forth a plethora of London’s practical and cultural attractions as well as clickbait aspects to British culture and trends. Assuming Jaworski and Kohli’s market orientation theory, the social media marketing strategies of these companies can be used to shed light on target audiences. Given the significance of social media marketing in China today and its high user rate among Millennials and Gen Z or the social media generations, it is worth exploring how and why these audiences maintain an interest and pull towards a global city like London on social media.In this thesis, the Red Note social media portfolios of these companies as well as interview insights from the marketing team of Lansha Properties (英國藍莎集團) were analysed in search of comprehensive understanding of the makeup of the target audiences as well as the appeals they have towards London on social media. Using analysis of this data, two target groups emerge, acting as the motivation for the social media marketing strategy of Lansha and its competitor companies. Firstly, the general interest group, who maintain a strong interest and curiosity around London and British culture through their escapist desires and attraction to romanticised British culture and experiences. They may not have a real intention to purchase London property, but they still make up a core target of these firms’ clickbait engagement seeking content. The second group is the serious buyer group, who are engaged by content tailored to show practical draws to investing in London property. The traits of this group align with previous scholarship on Chinese investment philosophy. The presence of these groups shows the differences of intention within this market as well as the wide-ranging role social media plays in the market today.