房地产业营销传播模式研究

Real Estate Marketing Communication Model

随着我国房地产市场的发展,房地产行业的竞争已经从产品、服务、文化方面上升到营销传播与沟通的竞争,营销传播模式从价格回归到价值、由快速型转向持续效果、由单向传递转为多向沟通,以"分众"、"精准"、"个性"和"互动"为特点的传播模式成为房地产营销传播的主流,新媒体分众传播、非广告传播活动和跨界营销传播成为房地产营销传播的发展方向。

With the development of China＇s real estate market, real estate development of competition from products, services, and cultural aspects of marketing communication and communication up to the competition, marketing communication from price to value, by the rapidity into a sustained, by the one-way transfer switch for the multi-directional communication in order to ＂market segments＂, ＂precision＂, ＂personality＂ and ＂interactive＂ as characterized by the mode of spread into the mainstream of the real estate marketing communications, New Media Focus dissemination, communication and cross-border activities, the real estate marketing communications direction of development.