A Study On The Application Of Integrated Marketing In The Real Estate Enterprise

The economy and living standard have been improved a lot in China, which parallel with the emerging opportunities and challenges confronted by the real estate enterprise. The real estate market is more standardized; the consumers more rational. In spite of the high risk, the real estate market attracts considerable number of newcomers with its high profit. In the field of marketing, the content, elements, and means of marketing are all enriched; its status and importance realized and improved.As the market and consumers grow up, the real estate agents are also becoming more rational and have already realized the importance of marketing. The real estate agents shift the traditional marketing mode to the new one; they apply new marketing theory to the development and marketing of the real estate according to different situation of individual corporation; they also plan and implement new scientific marketing strategy, and therefore maximize the profit.In the 1990, the theory of integrated marketing circulation, which was created by Professor Ton. E. S., a famous American Economist in his book named 《Integrated Marketing Communications (IMC)》 , becomes popular in China and is extensively used in the filed of marketing. As the market economy prospers, the new marketing content has been enlarged and theIMC is now widely used in the real estate enterprise.This paper studies the Integrated Marketing concepts, Integrated Marketing theory, its influence, characteristics, as well as the necessarily and feasibility of its use in real estate enterprise. Under the use of IMC, the real estate enterprise should be driven by the consumer need, but not the industrial products. The real estate enterprise should build up good enterprise brand and social image. The goal is to benefit the society, consumers, and the enterprises as a whole.