Research On Real Estate Portfolio Marketing Strategy Based On Integrated Communication Theory

With the impact of the Internet,the arrival of the stock room era,and the advancement of urbanization,Chinese real estate industry is maturing,and regulation and control policies have been introduced one after another,and the real estate industry has entered a transition period.As an important participant in the real estate commodity circulation field,the real estate brokerage industry faces new opportunities and challenges,and is also facing a reshuffle.The entry of potential competitors,cross-line and cross-border initiatives by online platforms and offline agencies,the presence of foreign brokers and the introduction of advanced experience,and various brokerage agencies fight each other.Basically,Chinese real estate brokerage industry is mostly composed of small and medium-sized brokerage institutions,but most brokerage institutions services are homogenized.In such a fiercely competitive environment,improve the overall marketing level of small and medium-sized brokerage institutions,and create a sustainable competitive advantage,In order to fight well in the market competition,it is very important to promote the healthy and sustainable development of Chinese real estate brokerage industry.As a modern service industry,the real estate brokerage industry,dynamic marketing environment and fierce market competition call for advanced marketing concepts,and exploring the specific application of advanced marketing concepts in the real estate brokerage industry is an inevitable choice.Integrated marketing communication is a dynamic activity process,and advanced marketing concepts are well deserved.This paper mainly explores the specific application of integrated marketing communication theory in the real estate brokerage industry.The selection points are based on Chinese small and medium-sized real estate brokerage institutions.Firstly,through the relevant theoretical review of the real estate brokerage and integrated marketing communication,establishing a theoretical basis for the later stage development of integrated marketing communication strategies;then,to relevant analysis for the marketing development,marketing environment,market conditions,competition status and customer groups of the real estate brokerage industry;Thirdly,we will conduct integrated marketing communication system research for the real estate brokerage industry,and build an integrated marketing communication strategy for the real estate brokerage industry,the building process covers nine steps,including the development,implementation,effect evaluation and correction of the strategy,completely implemented a closed loop of integrated marketing communication activities;Finally,through the SWOT method,the ZY company's business situation is analyzed in detail,and the above related content is comprehensively applied.A set of real estate combination marketing strategy suitable for ZY company is designed,and the application research is carried out according to the strategy.The research shows that the designed real estate combination marketing strategy is effective,can bring improvement.This paper hopes to conduct scientific application research in the real estate brokerage industry for integrated marketing communication,summarize suitable for the integrated marketing communication strategy for small and medium-sized real estate brokerage institutions,enhance the marketing level of small and medium-sized real estate brokerage institutions,and promote the healthy and sustainable development of the real estate brokerage industry.