A Research On Real Estate Network Integrated Marketing Communication Model

With the development of information technology, the Internet has a profound impact on every aspect of people’s lives. With the internet for the younger generation has grown up, the Internet not only impact their access to information, more fundamentally have a huge impact on their consumption patterns. Real estate as an important pillar industry of the national economy, its products involved in real estate is such a high degree of product information online media for its General Assembly, forms a rich, interactive and other advantages, especially for such a high degree of product involvement marketing should be. In recent years, with the vigorous development of China’s real estate industry, real estate marketing tools tends rich and diverse, especially with the advances of modern network technology, real estate internet marketing methods are constantly updating and evolution. The network has not only changed the customer’s information access patterns and consumer behavior patterns, the real estate business marketing has also brought a profound impact and change.Real Estate Marketing is unique, huge amounts involved, many factors influence the purchase, related to cultural traditions, so real estate network marketing also differ from ordinary consumer goods. It requires adequate communication at each point of contact with consumers. Way in the form of real estate internet marketing in recent years over a single, and not from the perspective of the integration of the whole process of real estate marketing. Therefore, I propose to IMC theory fully integrated real estate marketing trends this year and network marketing, building laws in line with the real estate industry real estate network integrated marketing communication model. The model in order to build a database for the dissemination of integrated marketing basis, under the various points of contact to fully communicate with buyers through online and offline, in the real estate e-commerce sites aggregation platform, comprehensive online traffic into the purchase of a next line. Combined with real estate marketing features in this mode, the customer experience and customer relationship management to join these two factors. To the line to complete the purchase experience the whole process of marketing, customer relationship marketing services platform will be extended to the community after the arrival of value-added services. Another important feature of this model is dynamic cycle correction in the real estate of all aspects of integrated marketing communications at any time to adjust the correction communication strategy and launch upgrading marketing.This paper selected by national leaders and integration services in the field of real estate in circulation E-House China as a case study, and through the construction of the database Easy Home model, the contact point management, line purchase experience, customer relationship platform construction and correction cycle assessment, etc. all aspects of research, in order to interpret real estate network of integrated marketing communication model operability. Also taken a number of expert interviews Interview E-House China executives to analysis E-House ’s real estate network of integrated marketing communication model.