本文選題：整合營(yíng)銷傳播 + 房地產(chǎn)市場(chǎng)��； 參考：《武漢理工大學(xué)》2008年碩士論文

【摘要】： 房地產(chǎn)業(yè)是國(guó)民經(jīng)濟(jì)的支柱和先導(dǎo)產(chǎn)業(yè),它發(fā)展的好壞直接影響著整個(gè)國(guó)民經(jīng)濟(jì)發(fā)展水平的高低。房地產(chǎn)市場(chǎng)營(yíng)銷傳播水平直接決定著樓盤從產(chǎn)品形態(tài)到貨幣形態(tài)這一質(zhì)變的成功與否。因此,房地產(chǎn)市場(chǎng)營(yíng)銷傳播理所當(dāng)然受到房地產(chǎn)開(kāi)發(fā)商的高度重視。 隨著大城市房地產(chǎn)市場(chǎng)有效需求的飽和和國(guó)家新一輪宏觀調(diào)控的到來(lái),大城市的房地產(chǎn)開(kāi)發(fā)競(jìng)爭(zhēng)日益激烈,開(kāi)發(fā)商投資回報(bào)率下降,風(fēng)險(xiǎn)增大。小城市的房地產(chǎn)開(kāi)發(fā)日益受到房地產(chǎn)開(kāi)發(fā)商的關(guān)注。小城市的房地產(chǎn)整合營(yíng)銷傳播是一個(gè)嶄新的課題,它受當(dāng)?shù)孛浇榘l(fā)展、風(fēng)俗文化等的影響,在運(yùn)用方面與大城市房地產(chǎn)的整合營(yíng)銷傳播有許多不同之處。房地產(chǎn)整合營(yíng)銷傳播并不僅僅是指營(yíng)銷,還包括以傳播活動(dòng)來(lái)促進(jìn)的所有經(jīng)營(yíng)活動(dòng),包括市場(chǎng)調(diào)研、規(guī)劃設(shè)計(jì)、開(kāi)發(fā)建設(shè)、廣告宣傳、市場(chǎng)推廣、售后服務(wù)及物業(yè)管理等,即貫穿于房地產(chǎn)開(kāi)發(fā)的全過(guò)程。 本文研究了營(yíng)銷傳播理論在小城市房地產(chǎn)中的應(yīng)用。本文以整合營(yíng)銷傳播理論為基礎(chǔ),采用定量與定性分析相結(jié)合的方法,首先分析小城市房地產(chǎn)的市場(chǎng)特征,進(jìn)而研究小城市房地產(chǎn)的整合營(yíng)銷特征,并結(jié)合案例分析小城市房地產(chǎn)的市場(chǎng)競(jìng)爭(zhēng)和市場(chǎng)需求、媒介特點(diǎn)和消費(fèi)者媒介接觸習(xí)慣,闡述了房地產(chǎn)產(chǎn)品的整合營(yíng)銷傳播過(guò)程。最后通過(guò)整合營(yíng)銷傳播的信息反饋,一方面修正整合營(yíng)銷傳播策略,一方面驗(yàn)證科學(xué)的整合營(yíng)銷傳播策略在房地產(chǎn)開(kāi)發(fā)過(guò)程中的必要性。 本文希望通過(guò)科學(xué)的分析,總結(jié)出小城市房地產(chǎn)整合營(yíng)銷傳播策略,提升小城市房地產(chǎn)開(kāi)發(fā)商的素質(zhì)和營(yíng)銷傳播水平,推動(dòng)小城市房地產(chǎn)開(kāi)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(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F293.3

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