Analysis And Suggestions Of The Integrated Marketing Communications Of Real Estate Brand

With the government's regulation,the property market becomes rational and the pressure of competition in the real estate industry is consistently increasing.The brand has become one of the most efficient ways to help real estate enterprises to improve the share of market,so that the importance of Integrated Marketing Communications is becoming more prominent.This thesis wants to explore the problem that the real estate enterprise how to use the Integrated Marketing Communications theory to guide the brand marketing communication practice.As a leading state-owned enterprise,Poly Developments and Holding was elected as the example.The case study method and the field investigation method are the main research methods of this thesis,in order to obtain the application of Poly.Starting with the current situation of Integrated Marketing Communications of Poly,this thesis analyzes the participant of communications and its division of labor,all kinds of audience groups and their media contact activities,the distribution of diversified channels,medias,and content,to solve the problem of “What is this”.Secondly,I summarize the shortcomings of the integrated marketing communications activities of Poly.Such as the difficult of the participant coordination,the insufficient of audience feedback and the misallocation of media resources.The deep-seated reason lies in the limitation of the attributes of industry and enterprise,the backward concept of integrated marketing communications,the shortage of professional talents and so on,to solve the problem of "why is this".Finally,this thesis offers some proposals on the practice of integrated marketing communications of Poly.The state-owned enterprise like Poly are supposed to innovate communications methods,increase the input,subdivide the audiences and develop the feedback channels,to solve the problem of "What to do".It's expected that the effect of integrated marketing communications of real estate brands like Poly can be improved.