The Real Estate Integrated Marketing Communication Theory And The Applied Research

This is a phenomenon in the real estate project marketing: some projects adopt many ways to communication and promotion, but having little effect, the house still sold not well; while some projects invest very few in the marketing communication, the house sold very well, why can appear this kind of phenomenon? In the information receives process, because choosing communication channel impeded, creates the information to be blocked or to lose, had not achieved the anticipated goal, this very important to choice communication channel and effective integrated. Therefore How to use integrated marketing communication in the real estate project, and achieve the most superior effect became a most important problem after solving the project localization.The first part of this article introduced the domestic and foreign integrated marketing communication development history, proposed in view of the Chinese real estate development condition that suits the domestic real estate enterprise. And detailed introduction the process of integrated marketing communication .The last part take a real estate project as the example, the utilization integrated marketing communication idea and the appraisal tool, has designed the detailed integrated marketing communication plan, and has obtained the good effect in the practical application. Further has confirmed the theory feasibility from the practice.