Study On The Interaction Between The Consumer’s Lifestyle And The Brand Of Real Estate

Since1980, Chinese building industry has undergone enormous changes and thereal estate industry in most people’s eyes has become the most popular and successfulindustry, after Deng Xiaoping published the speech “China Residential Industry andBuilding Industry”. But from2004onwards, facing the overall overheating situation,the country has adjusted relevant policies, from the relevant measures on credit and land,to the recently issued restriction order. Along with the administration on the real estateindustry by the government, the real estate industry is bound to cause enormous changesand the competition will become more intense. How to survive in the fierce competitionis a urgent problem for all the real estate brands. The key to solve the problem lies in thebrand construction of the real estate enterprises, and strengthen the interaction betweenthe consumer’s lifestyle and the brand of real estate. To make use of the integratedmarketing, undertake conformity of each link in real estate marketing, unify thebusiness information conveyed by each link, and establish a unified brand image, inorder to let the consumer’s receive the unified information and achieve a two-waycommunication.This paper takes the integrated marketing as its theory basis and focuses on theconsumers. It aims to find the communication breakthrough between the real estateenterprises and consumers in order to turn consumers needs into consumers demands byanalyzing the lifestyle of consumers. To promote interaction between real estate brandand consumer lifestyle, This paper improves the way of the integrated marketingaccording to the characteristics of the consumer behavior pattern to promote the minteraction between real estate brand and consumer lifestyle.At the same time, the paper puts forward that through the integration tools of threemeans of communication, which are advertising, public relations and marketing, tostrengthen the interaction between consumer’s lifestyle and the brand of real estate, inorder to convey the unified information to consumers.In addition, a same kind of information could be conveyed through the brandintegration of house design, prices, environment and customer service. Thus brandimage is set up by means of interacting with the consumersBy integrating the life style, means of marketing, brand-contacting point ofconsumer, the interaction between estate brand and consumer lifestyle is strengthenedand consequently offering service to the marketing.