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家居家装行业软文广告投放分析

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发表时间:2018-10-25 17:02作者:成名来源:鸟哥笔记网址:http://3g.nrnlf1.icu

家居家装行业软文广告投放分析


大乐透历史5重号SUIZHERENMENSHENGHUOSHUIPINGDETISHENG,TONGGUOJIAJUJIAZHUANG,HUODEGENGSHUSHIDESHENGHUOKONGJIANYEKAISHICHENGWEIDAJIADEQIANGXUQIU。JINJINIANSUIZHERENMENZHENGTIXIAOFEINENGLIDETISHENG,XIAOFEIGUANNIANSHENGJI,ZHENGTIDESHENGHUOJIEZOUJIAKUAI,YEGENGQINGXIANGYUTONGGUOHULIANWANGHUOQUJIAJUJIAZHUANGLEIZIXUN,SUODUANSHIJIANCHENGBEN。FANGBIAN、KUAIJIE、YIZHANSHIFUWUDEJIAJUJIAZHUANGMOSHIYEKAISHIYINGYUNERSHENG,YINGHEYONGHUSHENGQIAN,SHENGXIN,SHENGSHIJIANDEXINLI。

家居家装行业软文广告投放分析

大乐透历史5重号NEIME,JIAZHUANGJIAJUXINGYEYIDONGGUANGGAOYOUSHIRUHECUDONGYONGHUJUECEDE?ZHENGTIDEJIAJUJIAZHUANGXINGYEGUANGGAOTOUFANGCHENGXIANZENYANGDEQUSHI?DOUYOUNAXIEGUANGGAOCHUANGYIDIAN?BENWENJIEXIJIAJUJIAZHUANGXINGYEDEGUANGGAOTOUFANGMIMA。

一、家居家装行业的整体概览

1-1 家居家装行业用户画像

大乐透历史5重号GENJUDISANFANGDEDIAOYANSHUJUXIANSHI,JIAJUJIAZHUANGXINGYEDEYONGHUJIZHONGZAI21-30SUI,30-40SUIDEQINGZHUANGNIANRENQUN,NANNVBILIXIANGDUIJUNHENG。XIANGDUIERYANGUANGDAJIANGZHEYANHAICHENGSHIRENKOUJIZHONG,SHICHANGXUQIUGENGDA,LINGYOUYUYONGHUGENGXINRENBENDISHANGJIA,JIAZHUANGJIAJUXINGYEZHENGTIGUANGGAODIYUXINGYEJIAOWEIMINGXIAN。

1-2 家居家装行业用户偏好分析

53%DEJIAJUJIAZHUANGYONGHUDEYUSUAN(HANGAIJIAJUFEIYONG)FENBUZAI10WANJIYIXIA,ERJIAJUJIAZHUANGYUSUANZAI20WANJIYIXIADEYONGHUZHANBICHAOGUO88%。ERYONGHUGENGYUANYIHUAFEI3GEYUEYINEIANPAIZHUANGXIU,ZHANBICHAOGUO54%。CHUANTONGGONGSIYIRANSHIZUIZHUYAODEXUANZE,ZHANBI36%,HULIANWANGJIAZHUANGGONGSIZHUJIANZHANLUTOUJIAO,YOU13%DEYONGHUHUIKAOLVXUANZEHULIANWANGJIAZHUANGGONGSI。

二、家居家装行业移动广告整体概览

2-1 9月份家居家装行业较为青睐的流量平台

统计各平台家居家装行业的广告数,百度信息流,巨量引擎,腾讯广告,百度百青藤,搜狗星耀为其中家居家装类广告较多的行业。在百度信息流平台上,家居家装行业的广告数占比略高,为8.53%相比其他平台占比较为明显。

家居家装行业软文广告投放分析

2-2 家装家居行业视频广告占比约两成,信息流广告为主流

TIQUJIAJUJIAZHUANGXINGYE7-9YUEFENBUTONGSUCAIXINGSHIDEGUANGGAOSHUTONGJI,ZHENGTIJIAJUJIAZHUANGXINGYEGUANGGAODESHIPINGUANGGAOZHANBIDAGAIWEI2CHENGZUOYOU,ZHANBILVEYOUBODONG。ERZAIGUANGGAOXINGSHIFANGMIAN,JIAJUJIAZHUANGXINGYEYIXINXILIUGUANGGAOWEIZHU,9YUEFENXINXILIUGUANGGAOZHANBIWEI81.4%。

家居家装行业软文广告投放分析

2-3 家装家居行业视频广告占比约两成,信息流广告为主流

ZHENGLI9YUEFENYIAppXIAZAIWEIMUDEDEGUANGGAO,ZHUXIAOBANG、HAOHAOZHU、TUBATUZHUANGXIU、WOZAIJIAWEIQIZHONGZHONGDIANDEGUANGGAOZHU。

家居家装行业软文广告投放分析

三、家居家装不同细分行业的广告创意分析

ZHENGTIERYAN,KEJIANGJIAJUJIAZHUANGXINGYEHUAFENWEIZHUANGXIUSHEJI(HANDINGZHIJIAJULEI)、JIAJU/JIASHI、JIAJUJIANCAILEI、GELEIJIAJUJIAZHUANGZHANWEIDENG,XIANGGUANDEYINGXIAOSUQIUZHENGLIRUXIA。

家居家装行业软文广告投放分析

3-1 装修设计类广告投放解析

大乐透历史5重号YIXIYINYONGHULIUZIWEITUIGUANGMUDE,YIZHUANGXIUXIAOGUOTUHUOQU/JISUANZHUANGXIUFEIYONG/DIBAOJIAXIYINZHUYIWEIXUANCHUANDIAN,GUANGGAOCHUANGYIFENXIRUXIA。

家居家装行业软文广告投放分析

大乐透历史5重号ERZAISUCAITUFANGMIAN,ZHUANGXIUSHEJILEIZHUYAOYIKETINGXIAOGUOTUDECHENGXIANFANGSHI,JINGZHIXIXIU,TUPIANJIAOSHAOFUJIAQITADEWENANZHUANGSHIYUANSU,TUPIANZHENGTIYIMINGLIANGSEDIAOWEIZHU,BUJUJIANJIE。

家居家装行业软文广告投放分析

ZAISHIPINGUANGGAOCHUANGYIFANGMIAN,ZHUANGXIUSHEJILEIGUANGGAOZHUYAOYOULIUGECHUANGYIDIAN

  • CHUNXIAOGUOTUTUPIANJIANJI

  • XIAOGUOTUJIANJIZHANSHIDAPEIZIMUCHENGXIANPINPAIYOUSHI

  • 大乐透历史5重号CONGMAOPIDAOJINGZHUANGXIU,ZHUANGXIUJINCHENGXIAOGUOSHIPINJIANJI

  • 大乐透历史5重号YOUZHUANGXIUYEXIANJINGHUOTONGDIANYINRU,ZHANSHIPINPAITESE

  • CAIFANGSHIWENDAYINRU,LEISIDIANHUAXIAOSHOUGUANGGAOLEIFENGGE

  • ZHANGJINGTOUYIDONG,360DUCHONGFENCHENGXIANYANGBANFANG

ERJIAZHUANGJIAJULEIAppZEBUTONGYUCHUANTONGDEJIAZHUANGGONGSI,SHIPINGUANGGAOHUIGENGZHUZHONGTUIGUANGYIJIANBAOJIAJIJIAZHUANGXIAOCHANGSHI。YIZHUXIAOBANGWEILI,QI9YUEFEN89.5%DEGUANGGAOWEISHIPINGUANGGAO,SHIPINGUANGGAOCHUANGYIZHUYAOYOUYIXIALIANGLEI:

  • 大乐透历史5重号 TONGGUOGEZHONGQINGJINGXIJU,TIXIANZHUANGXIUJIAGEXIAOGUOHAO,JIAGEBIANYI,JINYIBUYINCHUXIAZAIAppYIJIANCHAKANZHUANGXIUBAOJIA。-RUQIERUXINZHUANGXIUBUZHIDAOZENMERUSHOU,LINJU/PENGYOUJIA/TONGSHITUIJIANDENG

  • YIZHUANGXIUCHANGJIANDETONGDIANWENTIRUSHOU,KEPUXIANGGUANDEZHISHI,CONGERYINCHU“ZHUANGXIULEI”SHEQU,TIGONGZHUANGXIUGONGLVE,ZHUANGXIUANLIDENG

大乐透历史5重号LUODIYEFANGMIAN,ZHUYAOFENWEIHUOQUBAOJIALEIJIHUOQUMIANFEISHEJIFANGANLEIZHEILIANGZHONGLEIXING。

  • HUOQUBAOJIALEI,ZHONGDIANTIXIAN“MIANFEI”“DIANJIHUODEMINGXI/JISUAN”,LUODIYELIUCHENGDAGAIWEI:TISHITIANXIEBIAODAN——YOUSHIJIESHAO-ZAICITISHITIANXIEBIAODAN。

家居家装行业软文广告投放分析

  • 大乐透历史5重号HUOQUXIAOGUOTULEI,YI“MIANFEILINGQUSHEJIFANGAN”WEIZHUYAODEXUANCHUANDIAN,LUODIYEDELIUCHENGDAGAIWEITOUTU-BIAODAN-NEIRONGXUANCHUANYOUSHI。YIBANHUIXIANDINGMIANFEIMINGE,ZHIZAOXIQUEGAO。

家居家装行业软文广告投放分析

3-2 家居建材类广告投放分析

家居建材主要以招商加盟、招募代理为主,广告文案主要有以下三大宣传点

1)厂家扶持政策,门槛低,主要表现为免代理费,无需库存,先销后算,无需门店、到厂考察报销路费这几点

  • ZIGONGJICHENGQIANGBAN8-10YUAN/㎡ SONGHUOSHANGMEN XIANXIAOHOUJIE

  • 大乐透历史5重号 ZUNYIQIANGBANBUYAOJIAMENGFEI,18YUAN/㎡PIFAJIA,MIANFEIPUHUO,2RENKEZUO!

2) 低价,折扣高

  • ZHUMADIANQIANGBANCHANGJIAZHIXIAO,5-10YUAN/㎡QIPI,DAXINGGONGCHANG,MIANFEIPEISONGDAOJIA!

  • 大乐透历史5重号 ZHUAJIN!BENDIJICHENGQIANGBAN2ZHEQINAHUO,CHANGJIANAHUOWUZHONGJIANSHANG,MIANFEINAYANG。

3) 项目高价值及潜力,如体现建材整装周期短

  • ZHUANGXIUBANCAIPIFA,MEIPING12YUAN,XIANXIAOHOUSUAN,7TIANKUAIZHUANGHUANBAOWUQUAN

  • 大乐透历史5重号ZHUANGXIUGONGRENYONGLETA,7TIANZHUANGHAOYITAOFANG,LUNSUDUZHIFUJICHENGQIANGBAN,ZHUANQIANKUAI

ZAISUCAIFANGMIAN,JIAJUJIANCAILEIGUANGGAOSUCAITUZHUYAOYOUJIANCAIZHAO、CHANGFANGZHAO、SHIGONGXIANCHANGTU、ZHENGZHUANGHOUXIAOGUOTUSIDAYUANSUDANDUHUOZUHECHENGXIAN。

家居家装行业软文广告投放分析

3-3 家装家居系列线下展会类广告投放分析

XIANGBIQITAXINGYE,JIAJUJIAZHUANGXINGYEHUIGENGQINGXIANGYUYANJIANWEISHI,GELEIXIANXIAZHANXIAOHUIKAIZHANYEJIAOWEIPINFAN。CILEIGUANGGAOTONGCHANGYIYINDAOYONGHUDAOXIANXIACANZHAN,JINYIBUTONGGUOXIANXIAZHANHUIYINGXIAOHUOKE。XIANCHANGYOUHUIDUO,ZHEKOUDUO,SHENQINGDAEYOUHUIQUANJIMENPIAOWEIZHUYAODEXUANCHUANDIAN。

CANZHANSHIJIANJIMIANFEIQUPIAOMINGETONGCHANGHUIZAIGUANGGAOWENANZHONGSHUOMINGQINGCHU,ZHIZAOJINPOGAN。ERBENDIDEZHANXIAOTONGCHANGHUIDINGXIANGDANGDITOUFANG,BINGBAOZHUANGWEIBENDISHIMINYOUHUI。XIANGGUANCHUANGYIRUXIA:

  • BEIJINGRENMEINIANBIGUANGDEJIABOHUIMASHANGKAIZHANLE,KUAIQIANGMIANFEIRUCHANGPIAO!

  • 大乐透历史5重号HOUHUIMAIZAOLE,SHANGHAIJIABOHUIJIADIANJIAJUJURANZHEIMEBIANYI,HAIBULINGPIAOLAIKAN

  • HAOXIAOXI!9YUE6HAOWEIFANGJIABOHUI,BAOKUANJIAJUJIADIAN5ZHE,XIANLIANGSONGPIAO300ZHANG。

ZAISUCAIFANGMIAN,CILEIGUANGGAOTONGCHANGCHENGXIANZHANHUIXIANCHANGYANGBANJIAN、JIAJUSHIPAIXIAOGUOTU/ZHUANGXIUSHEJIXIAOGUOTU/GEZHIMINGPINPAIZHANQURENAODERENLIU。

四、家居家装行业哪些商品更热销

大乐透历史5重号JIAJUJIAZHUANGXINGYE9YUEFENRETUIDEPINLEIRUXIA:

家居家装行业软文广告投放分析

统计家居家装品类,各商品在9月份新增的销量,整理出9月份家居家装品类热销商品Top3

家居家装行业软文广告投放分析

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