Application Study Of Integrated Marketing For The Real Estate Enterprise

Economy has been developed quickly in China, which brings not only great development opportunities but also more challenges to the real estate enterprise. The traditional marketing means can not been suited to the needs of competition. As the market has been standardized and the consumers grow up, the real estate enterprise should innovate on the real estate marketing and apply new marketing theory in pratice. The appearance of theory of integrated marketing provides a chance of marketing innovation for the real estate enterprise.The theory of integrated marketing was created by Professor Ton.E.S. in the 1990, a famous American economist, and becomes popular in China. This new marketing theory has been valued greatly in the field of the theory and the practice, but has been little applied in the real estate enterprise.In this paper, the theory frame of integrated marketing and the procedure of applying in the real estate enterprise are studied on the basic of integrated marketing concepts. Combining the actuality of real estate market of China and the present problems of real estate enterprise marketing, the necessity of applying integrated marketing in the real estate enterprise is also studied in this paper. Finally, taking "Qin Qin Jia Yuan" project developed by "Kun He Jian She Group" as an example, how to apply integrated marketing in the real estate development projects is analyzed in detail.This paper has practical conducting significance for the real estate enterprise being drived by the need of consumers, marketing on point of the consumers' view, building up good enterprise brand and social image, succeeding in the market competition and earning economic and social beneficial results.