本文選題：整合營銷傳播 + 房地產市場��； 參考：《武漢理工大學》2008年碩士論文

【摘要】： 房地產業(yè)是國民經(jīng)濟的支柱和先導產業(yè),它發(fā)展的好壞直接影響著整個國民經(jīng)濟發(fā)展水平的高低。房地產市場營銷傳播水平直接決定著樓盤從產品形態(tài)到貨幣形態(tài)這一質變的成功與否。因此,房地產市場營銷傳播理所當然受到房地產開發(fā)商的高度重視。 隨著大城市房地產市場有效需求的飽和和國家新一輪宏觀調控的到來,大城市的房地產開發(fā)競爭日益激烈,開發(fā)商投資回報率下降,風險增大。小城市的房地產開發(fā)日益受到房地產開發(fā)商的關注。小城市的房地產整合營銷傳播是一個嶄新的課題,它受當?shù)孛浇榘l(fā)展、風俗文化等的影響,在運用方面與大城市房地產的整合營銷傳播有許多不同之處。房地產整合營銷傳播并不僅僅是指營銷,還包括以傳播活動來促進的所有經(jīng)營活動,包括市場調研、規(guī)劃設計、開發(fā)建設、廣告宣傳、市場推廣、售后服務及物業(yè)管理等,即貫穿于房地產開發(fā)的全過程。 本文研究了營銷傳播理論在小城市房地產中的應用。本文以整合營銷傳播理論為基礎,采用定量與定性分析相結合的方法,首先分析小城市房地產的市場特征,進而研究小城市房地產的整合營銷特征,并結合案例分析小城市房地產的市場競爭和市場需求、媒介特點和消費者媒介接觸習慣,闡述了房地產產品的整合營銷傳播過程。最后通過整合營銷傳播的信息反饋,一方面修正整合營銷傳播策略,一方面驗證科學的整合營銷傳播策略在房地產開發(fā)過程中的必要性。 本文希望通過科學的分析,總結出小城市房地產整合營銷傳播策略,提升小城市房地產開發(fā)商的素質和營銷傳播水平,推動小城市房地產開發(fā)行業(yè)的健康發(fā)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.
【學位授予單位】：武漢理工大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F293.3

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