Integrated Application Research Of Marketing Strategy On Cash Residence Mart

The cash residence industry of China has enter into the prime time since the reform and opening, and the investment of exploitation in the realestate has increased continuously in triennium, but at the same time we have noticed that the ratio of the merchandise' s vacancy establishment is ascending annually. On the one hand it is related to the immatureness of the exploiting enterprise of the real estate, they are blind to set up the items, the homogeneity of the merchandise is serious, on the other hand it also embodies that the marketing of the cash residence is still on it' s primary phase, the means of the marketing is simplex, running short of the conformity, this arouse plenty waste of the resources. My paper starts with discovering problems during market practice, and during the idiographic analyzing of the problems I have introduced the advanced IMC theory in home and abroad marketing arena, impelling the marketing of the cash residence to transform inwardly, from traditional 4P conformity to 4C conformity, on the premise of emphasizing the traditional marketing means of product, price, place, promote etc. I also analyze the tactic of the advertisementpromote, price, brand in-depth, running through from the exploiting enterprise of the real estate should proceed with investigating the needsof the consumers , rather than establishing the items by forejudging subjectively, when setting down the price they should call to account the cost of the consumers willing to pay, rather than fixing a price based on the cost adding profit on their own wishful thinking, when vending they should do the best of they can to provide purchasing convenience to the consumers, and carrying through the effective communication in double direction, adjusting marketing strategic ideology of the IMC. Finally, I educe a conclusion that the marketing of the real estate is a compositiveand systemic project, needing exerting all kinds of marketing means and marketing instrument to realizing the encash of the cash residence' s value under the guidance of advanced marketing theory, in fact it is a course of knowing the market-and knowing the market very well to popularize themarket, the core is the consumers. Consumers' demand is different in thousands way, so it is destined that the marketing masterminding of thecash residence trends from simplification to full, and the marketingservice trends from paying attention to the exterior to pursuing interior,so the marketing of the cash residence can acquire success only throughintegrating all the available resources effectively.