房地产整合营销

Levels,ToolsandRhythm,theImplementationofIMCintheRealEstateProject∗DepartmentofOperationManagement,Gemdale(Group)IndustriesCo.,LTD.Shenzhen,518048,China,YuanBinAbstract:ThehomogeneityoftheproductsandsimpleofthemarketingtoolsmakerealestateenterprisesofChinafallintothelow-levelcompetitionmode,thecostofmarketingincreasesbutefficiencydecreasesatthesametime.Basedonthecharacteristicsofrealestateandphasedcharacteristicofrealestateproject,thisstudyputforwardanimplementationmodeofIMCintherealestateproject,whichisdefiningthelevelofcommunicationsoftheproject,coordinatingandutilizingvariouskindsofmarketingtools,transmitan“unanimoussound”tothetargetcustomersrhythmically.KeyWords:RealEstate,IntegratedMarketingCommunications:IMC,Synergy∗(CSSCI)(CSSCI)()(CSSCI)(CSSCI)(CSSCI)()(CSSCI)(PublishedinUSA)Email:[e-mail].P.:13510700060ADD:6(518048)(Duncan)(Synergy)11Duncan,ThomasR.&Everett,StephenE.,ClientPerceptionsofIntegratedMarketingCommunications,JournalofAdvertisingResearch,1993,May/June,p.31.2AIDA3DM2·62919983·856Flash80%XX(DonE.,Schultz)5RS44Schultz,DonE.,MarketingCommunicationPlanninginaConvergingMarketplace,2000-2001,JournalofIntegratedCommunications.[1]1998[2]2001[3]ComputexTaipei’96(Intel)1998[4]20039[5]Duncan,ThomasR.&Everett,StephenE.,ClientPerceptionsofIntegratedMarketingCommunications,JournalofAdvertisingResearch,1993,May/June,p.31.[6]DuncanT.&CaywoodC.1996.Theconcept,process,andevolutionofIntegratedmarketingcommunication,1sted.,Mahwah,N.J.:Erlhaum,pp.13-34.[7]Chen,Y.andJ.S.Williams,1998,MechanochemicalReactionsintheSystemFeTi03-Si,JournalofMaterialsResearch,13(12):3499-3503.[8]Harland,C.,Williams,D.andFitzgerald,L.,1993,Supplychainmethodology,HumanSystemsManagement,12(1):17-23.[9]Lewis,I.andA.Talalayevsky,1997,LogisticsandInformationTechnology:ACoordinationPerspective,JournalofBusinessLogistics,18-1:141-157.[10]Nadler,DavidA.,etal.,1992,OrganizationalArchitecture:DesignsforChangingOrganizations,SanFrancisco:Jossey-Bass.[11]Porter,M.E,andV.E.Millar,1985,Howinformationgivesyoucompetitiveadvantage,HarvardBusinessReview,July-August:149-160.[12]RebeccaAngelesandRavinderNath,2000,Theimportanceofcongruenceinimplementingelectronicdatainterchangesystems,SupplyChainManagement:AnInternationalJournal,Volume5,Number4:198-205.[13]Schultz,DonE.,MarketingCommunicationPlanninginaConvergingMarketplace,2000-2001,JournalofIntegratedCommunications.[14]Schultz,DonE.,StanleyI.Tannenbaum,RobertF.Lauterborn,1992,IntegratedMarketingCommunications:PullingItTogether&MakingItWork:NTCBusinessBooks.[15]Seybold,P.B.,andR.T.Marshak,1998,Customers.com:HowtocreateaprofitablebusinessstrategyfortheInternetandbeyond,NewYork:RandomHouse.[16]ShapiroandVarian,1998,RecognizingLock-inInformationRules:HarvardBusinessSchoolPress.[17]Whinston,A.B.,Stahl,D.O.,andS.Y.Choi,1996,Theeconomicsofelectroniccommerce,Indiana:MacmillanTechnical.[18]Williamson,O.E.,MarketsandHierarchies,1985,AnalysisandAntitrustImplications,NewYork:FreePress.