Research On Marketing Communication For Second-hand House Trading Agent Of Wuhan

Nowadays, with the development of city construction, more and more relocated households emerge, which results in the increase of passive house buyers. Citizens tend to rely on the second-hand houses which play an important role in meeting citizens' desire for housing. Although there are many second-hand house trading agents in Wuhan, the scales and services are disappointing. Thus the target customers don't trust them as ever before and the conflict between the two sides becomes more and more acute. To solve this problem, we need not only enlarge the scales and improve service standards of second-hand house trading agents by strengthen self-discipline, but also need stress the communication between the agents and customers. Through the strong propaganda of their second-hand houses, service, brand and company culture, they may gain trust and support from the target customers. The second-hand house agents should aim at the public for propagandizing, set the second-hand house information as the main spread content and inform the public of the marketing information by various effective means.This thesis has quoted the five factors' theory into the marketing and spread activities of the second-hand house trading agents. The main research object is the marketing information's spreading process in the second house trading agents. The main research contents are the five factors which play an important role in the process of information spreading. The author may analyze the five factors respectively in details.In addition, though explaining the framework of the IMC theory, we may refresh our understanding of the communication strategies in 4C theory and introduce the sales promotion combination strategy into the marketing spreading activities of the second-hand house trading agents. Setting second-hand house trading agents as research object, advertisement, direct marketing, sales promotion, public relations, personnel promotion as research contents, this thesis will analyze option and working situation of these five promotion methods in second-hand house trading agents systematically.