整合营销传播理论在小城市房地产营销中的应用

发布时间：2018-05-12 05:42

本文选题：整合营销传播 + 房地产市场　；参考：《武汉理工大学》2008年硕士论文

【摘要】： 房地产业是国民经济的支柱和先导产业,它发展的好坏直接影响着整个国民经济发展水平的高低。房地产市场营销传播水平直接决定着楼盘从产品形态到货币形态这一质变的成功与否。因此,房地产市场营销传播理所当然受到房地产开发商的高度重视。随着大城市房地产市场有效需求的饱和和国家新一轮宏观调控的到来,大城市的房地产开发竞争日益激烈,开发商投资回报率下降,风险增大。小城市的房地产开发日益受到房地产开发商的关注。小城市的房地产整合营销传播是一个崭新的课题,它受当地媒介发展、风俗文化等的影响,在运用方面与大城市房地产的整合营销传播有许多不同之处。房地产整合营销传播并不仅仅是指营销,还包括以传播活动来促进的所有经营活动,包括市场调研、规划设计、开发建设、广告宣传、市场推广、售后服务及物业管理等,即贯穿于房地产开发的全过程。本文研究了营销传播理论在小城市房地产中的应用。本文以整合营销传播理论为基础,采用定量与定性分析相结合的方法,首先分析小城市房地产的市场特征,进而研究小城市房地产的整合营销特征,并结合案例分析小城市房地产的市场竞争和市场需求、媒介特点和消费者媒介接触习惯,阐述了房地产产品的整合营销传播过程。最后通过整合营销传播的信息反馈,一方面修正整合营销传播策略,一方面验证科学的整合营销传播策略在房地产开发过程中的必要性。本文希望通过科学的分析,总结出小城市房地产整合营销传播策略,提升小城市房地产开发商的素质和营销传播水平,推动小城市房地产开发行业的健康发展。
[Abstract]:The real estate industry is the pillar and leading industry of the national economy, and its development directly affects the level of the whole national economy. The level of real estate marketing communication directly determines the success of the qualitative change from product form to monetary form. Therefore, real estate marketing communication is naturally highly valued by real estate developers. With the saturation of the effective demand in the real estate market in big cities and the arrival of a new round of macro-control, the real estate development competition in big cities is becoming increasingly fierce, the return on investment of developers is declining, and the risks are increasing. Real estate development in small cities is increasingly attracting the attention of real estate developers. The integrated marketing communication of real estate in small cities is a new subject, which is influenced by the development of local media, customs and culture, and has many differences from the integrated marketing communication of real estate in big cities. Real estate integrated marketing communication does not only refer to marketing, but also includes all business activities promoted by communication activities, including market research, planning and design, development and construction, advertising, marketing, after-sales service and property management, etc. Namely run through the whole process of real estate development. This paper studies the application of marketing communication theory in small city real estate. Based on the theory of integrated marketing communication, this paper analyzes the market characteristics of real estate in small cities by combining quantitative and qualitative analysis, and then studies the integrated marketing characteristics of real estate in small cities. The paper also analyzes the market competition and market demand, media characteristics and consumer media contact habits of real estate in small cities, and expounds the process of integrated marketing and communication of real estate products. Finally, through the information feedback of integrated marketing communication, on the one hand, it modifies the integrated marketing communication strategy, on the other hand, it verifies the necessity of scientific integrated marketing communication strategy in the process of real estate development. This paper hopes to sum up the integrated marketing communication strategy of real estate in small cities through scientific analysis, improve the quality and marketing communication level of real estate developers in small cities, and promote the healthy development of real estate development industry in small cities.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F293.3

【参考文献】