The Research On Application Of IMC In Real Estate Of Chongqing

Integrated Marketing Communication（IMC） rises in the United States which iswell known for their developed commercial economy. With the development of themarketing communication, its meaning is enriched and perfected continuously. When itcomes into China, IMC creates a great uproar and plays an important role in the field ofreal estate. With the increasing competition of the real estate and the increasinglycomplex media environment caused by new media, it becomes more and moreimportant to summarize and analyze the application of IMC in the field of real estate.Firstly, This article comb through IMC theory and found that as the marketingenvironment changes, the definition of IMC has evolved from the "tactical" level to the"strategic" level, and extended to the level of brand management. This means IMC isnot just limited to the integration of the means of communication by sales department,which includes advertising, public relations, sales promotion and so on, and it extendsto the level of management which concerns to multiple sectors such as finance, planningmanagement. At the same time, the objects of IMC transforms from the target customersto all business-related groups, who are called stakeholders. The company encouragescommunication and dialogue to create and foster constructive relationships betweenthose stakeholders.Then the article analyzes the Real Estate Market of Chong Qing. Compared withthe other cities, the housing price is lower while the supply is larger, which is seemed tobe the biggest feature of the market condition. When we look at the media environmentof Chongqing, we found that traditional media is still a single large one and dominatesthe media market. In addition, outdoor media is particularly thriving. However, theinternet media is still a work in progress and yet to be developed. The imbalanceddevelopment of the media affects the effect of IMC to some extent. According to thetools of IMC, the article analyzes the characteristic of them and focuses on the featureof micro-Bo in case for the selection of the media by the company.Thirdly, on the basis of IMC mode by Tom Duncan, the article researches on theinformation, the source of information and the media strategy of IMC in the case ofPoly real estate. In the traditional4P theory-oriented perspective, the article extends theinformation’s definition of IMC. The information of price, product, promotion and placeperforms its own function but conveys a coordinated voice. Moreover, the company should also pay attention to the control of contact points. Furthermore, high-quality andinterdisciplinary gatekeepers are necessary and when it comes to the selection the mixof media, scientific computing is inevitable.Finally, this article briefly combed through challenges faced by IMC in the field ofreal estate, especially the plight brought by the new media such as micro-Bo. Accordingto the questions such as the insufficient attention on IMC, barriers of traditionalorganizational structures and the improper use of new media tools such as micro-Bo, thearticle tries to give relevant countermeasures.