Research On Integrated Marketing Communication Strategy Of Real Estate Project Of Wanzheng Square In Hohhot City Based On Customer Value

In the past ten years, the form and pattern of Hohhot City’s real estate projects have been undergoing profound evolution, which continues to emerge more and more large-scale comprehensive real estate projects in the market. In the marketing activity of the comprehensive real estate projects, because of the diversity of property form, customers’ demands are more different, and single marketing strategy often can not solve the complex problem in practical; therefore, in the modern real estate industry, effectively integrated marketing real strategy implement to the real estate development business during the process is the key to business success of the real estate enterprise. Then in the integration of the marketing process, how to deeply analyze what the customer needs, and establishing the customer value management evaluation system, eventually making the reasonable and effective formulation and implementation of integrated marketing strategy is the priority among priorities of integrated marketing strategy’s success.This paper is divided into seven chapters: the first chapter is introduction. This paper described the background, research significance, research purpose, research ideas and research methods. The second chapter reviews relevant theories at home and abroad. Using the comparative method and making the analysis and comparison at home and abroad about the spread of the customer value theory and the theory of integrated marketing. The third chapter is the analysis of the real estate market in Hohhot City of 2014. Comprehensive analysis on the supply of Hohhot’s the real estate marketing situation, transactions in 2014, and the classification of the sales situation. The fourth chapter states Hohhot Wanzheng square marketing present situation. Analysis of comprehensive analysis on the current situation of 2014, and carrying on the classification to the project sales target customer group characteristics, and various types of customers through the financial valuation, and get the precise positioning of the future project target customers. The fifth chapter is Wanzheng square integrated marketing plan for 2015. Based on the 2014 Hohhot situation in the real estate market and square sales analysis formulate Wanzheng square integrated marketing sales plan for 2015. The sixth chapter is Hohhot Wanzheng square’s integrated marketing strategy implementation plan. To develop specific implementation plan according to the Wanzheng square integrated marketing sales plan of 2015. The seventh chapter is conclusion. Through the research on the customer value theory and integrated marketing communication theory, in the formulation process of Wanzheng square integrated marketing communication strategies, summarizes the main conclusions of this paper, and puts forward related suggestions.Referring to the related research on the theory and the results of previous researchers and scholars, then according to the Hohhot Wanzheng square marketing problems, the paper puts forward recommendations related to marketing, and develops the integrated marketing communication strategy of concrete, and provides the guiding significance and practical significance of improvement for the next step of enterprise’s marketing status.