The Research Of Integrated Marketing Communication Strategy With The Purple Project Of Noble Company

Under the situation of present real estate market competition is increasingly intense.Not only should the Real Estate Company go beyond the opponent from the planning of product,the quality of product and property services,but also need to have innovative marketing strategies.It is important for the development of Real Estate Company.This is a test of the marketing spread strategies,then it also forced the Real Estate Company and the media to innovate.Only meet the requirements of buyers,then Real Estate Company need to consider a problem from the perspective of customers and treat the customers as the starting point of all actions all the time.It can produce a solid customer group,and win the advantage in the market.This paper begins with a review of the relevant theories of marketing strategy,especially focusing on the integrated marketing strategy which is closely watched by scholars at home and abroad.Then it will emphasize to analyze basic situation and macro-environment which it includes political,economy,natural and technical environment of Purple Park.And it will also analyze the competition environment,internal environment and demand environment of Mienre Company Based on the situation,a SWOT analysis and summary of the Purple Park project was carried out.Then we will define the principle of integrated marketing communication strategy for the Purple Park project.and make the market segmentation and market positioning for the consumers in this project.In the growing media era,this paper combined with the present situation of the company to determine the project integrated marketing communications channels,such as audio and video transmission scheme,the transmission scheme and outdoor transmission scheme,etc.And the sale of a building project is multi-stage,which is often divided into the opening period,strong pin period,hold off period and end dish period of sale.Each stage has a different pricing strategy.In addition to price strategy,there are also promotion strategies,such as sales promotion strategies and people's marketing strategies.After determining the concrete integrated marketing strategy,the feasible measures are formulated to ensure the implementation of integrated marketing spread strategy.Combining with the specific situation of mienre company,this article will give some specific advice from the service consciousness of company employees,marketing concept of staffs,team building,rewards and punishment mechanism and training mechanism and so on.