Study On Omnimedia Propagation In New City Of Real Estate

Medical treatment, food, house, travel...House, is the one of the basic needs ofpeople’s life. Especially in China’s real estate market, house maybe the pursuit ofsome people’s lifetime. Therefore, a new word "Gangxu Fang" appears, which reflectChina’s residential culture, living culture and consumption culture-the buyers of"Gangxu Fang" will work hard and save enough money to buy a set for thereselives,there families.Meanwhile, the competition between real estate projects is intesified.Now, a perfect markting idea, a good communication platform gradually become thedirect demand of real estate enterprises.Omnimedia promogation and the real estate in new cities of China are the themesof this article. Baced on the Effect of Sheep Flock and the Spiral of Silence, the articleanalyzes the real estate’s omnimedia promogation,especially the "Gangxu Fang".First of all, the article summarizes the omnimedia promogation and the "GangxuFang" market, definiting the omnimedia promogation. I think the omnimediapromogation is the integration of new media and traditional media, and the effect is1+1>2.Secondly, the article analyzes the Effect of Sheep Flock and the Spiral of Silencein detailed.Under the uncertain information, collecting materials widely,comprehensive analysis, and seeing how others do can low the risk in life.Also, toachieve the self-interest Herd Behavior and Opinion leaders is a big challenge.Also, the real estate industry has its own value to promogate in all medias. Ithink that house in China is a luxury in people living necessities. Facing theincreasing competition of the market, what the brand attributes are and how the brandcommunicates of the real estate industry is very necessary. In addition, the customers’residential culture, living culture, consumption culture alse decide the real estateenterprises must be propagated.Then, the paper puts forward the innovation of the real estate industry. Under thebackground of the Network, the cost is lower, the coverage is higher and the channelsare more. And the needs of the real estate enterprises can be realized easily under theomnimedia promogation.Next is the most important part of this paper, I take the program named PolyAegean Sea in Nanning as the example, analyzing its omnimedia promogation,instructing how the program integrates the new media and the traditional media.