浅析房地产行业传播渠道整合营销——以重庆万科城为例

摘要

中国房地产行业企业众多，竞争也较为激烈，如何才能在这场利益博弈之中获得胜利呢。一方面房地产的自身产品需要过硬，才能赢得客户的认可，推动销售，而另一方面则必须在传播渠道整合营销上有自身的优势，打造企业的自身的品牌。在房地产企业产品同质化的基础上，企业传播渠道整合营销效果更好，那么销量也就会有较大优势。本文通过阅读相关文献资料方式收集资料，先定义房地产行业传播渠道；分类并分析了房地产传播渠道；归纳销售促进、公共关系两种营销工具，分析了房地产行业传播渠道整合定义和思路作为传播渠道整合营销的理论基础；从传播渠道和传播媒介选择、营销工具三者整合分析了重亲万科城传播渠道整合营销实施，接着分析了传播渠道整合营销过程中企业品牌形象差的原因并提出建议，为房地产企业提供传播渠道整合一些建议，提高企业经济效益。

关键词　房地产行业；传播渠道 ；传播媒介； 整合营销

abstract

China's real estate industry enterprises are numerous, the competition is more intense, how can we win in this game of interests?. On the one hand, the real estate's own products need to be excellent, in order to win the recognition of customers, promote sales, on the other hand, it must have its own advantages in the integration of marketing channels, to build their own brand. On the basis of the homogenization of the products of the real estate enterprises, the integrated marketing effect of the enterprise communication channels is better, then the sales volume will have a greater advantage. By reading the relevant literature, visiting scholars collected data, first the definition of the real estate industry communication channels and media; classification and analysis of real estate channel; summarized two kinds of sales promotion, public relations marketing tools, analysis summed up the real estate industry communication channel integration definition and thinking, as a communication channel integration basic marketing theory; from the selection, communication channels and media marketing tools three integration analyzes the pro integration Vanke City communication channel marketing implementation, and then analyzes the reasons of integrated marketing communication channels in the process of enterprise brand image difference and puts forward some suggestions, to improve the communication channel for real estate enterprises to integrate some suggestions to improve the economic efficiency of enterprises.

Keywords  real estate industry; communication; media; integrated marketing

目    录

摘要 3

一、 房地产行业传播渠道理论研究 6

（一）传播渠道的定义 6

（二）营销传播渠道分类与优劣势分析 6

二、房地产行业传播渠道整合营销 10

  （一）传播渠道整合营销定义 10

（二）传播渠道整合营销思路 10

三、房地产传播渠道整合营销案例分析 12

（一）重庆万科城项目概况 12

（二） 营销传播渠道整合策略实施分析 12

（三） 万科城整合营销传播效果评估分析 16

四、 房地产行业传播渠道整合营销问题与建议 17

（一） 房地产行业传播渠道整合营销出现的问题 17

（二） 房地产行业传播渠道整合营销问题解决对策 17

五、结论 19

参考文献 20

致谢 21