Marketing Communication And Promotion Strategy Research Of VANKE REAL STATE

The real estate grows very fast in recent years all over China,with which marketing communications plays a very important role in the real estate market.The results show that: the marketing communications strategy should based on a clear project targeting,and grasp the consumer behavior characteristics is the presupposition of marketing communications strategy.A full range of media combination is the promise of effective marketing communications and a good control on the marketing communications rhythm can also helps to get a multiplier effect.Good marketing communications strategy can not only promote real estate sales,but also play an important role to enhance company’s brand value.Being engaged in real estate marketing requires a clear understanding of marketing strategy and identifying the development of the external environment and changes in marketing strategy through systematic analysis in a timely manner.This paper is based on the previous theory on real estate marketing communications, combined the theoretical and empirical research method,and make analysis of the REAL STATE classic case from the perspective of marketing and communication, including making full study of creative performance and communication strategy.This paper also discuss and summary how to improve the effect of marketing communication in order to offer reference to the similar real estate marketing project.