房地产整合营销初探

为了适应房地产买方市场的形成,需要在房地产营销中引入新的营销理念,而整合营销理论的运用则为房地产营销创新提供了一个契机。同时整合营销的创新优势,以及房地产业在产品、市场、营销三个方面的特殊性也决定了实施房地产整合营销的必要性。而另一方面,只有把握好消费者需求、正确定价、购买便利和有效沟通四个方面的问题,房地产整合营销才能得以有效实施。

A Preliminary Exploration about Real Estate IMC

To suit the establishment of the market to sell the real estate, innovative theory should be introduced into the real estate marketing, and the application of integrated marketing communication (IMC) theory provides a chance for the innovation of real estate marketing. The innovative advantage of IMC, and the characters about the product, market and marketing of the real estate decide the necessity of implementing the real estate IMC. On the other hand, four aspects related to the consumers-the customer need, the proper pricing, the convenience for purchase and the effective communication-should be noticed sufficiently in order to make IMC be carried out effectively in the real estate market.