消费者对住宅营销若干传播因子的反应

An investigation into consumers' responses to property-related media

本文基于在广州市进行的入户调查,分析了消费者对报刊、电视、网站、中介机构、口碑、房展、开发商品牌、售楼处、售楼书和售楼人员等住宅营销传播因子的反应,这些数据和研究结果将对房地产公司设计和管理住宅整合营销传播提供帮助。

Based on door-step investigation in Guangzhou, this paper studies the customer's responses to property-related media such as newspapers, TV programs & internet websites, agencies, marketers, property fairs, developers' reputation and samples and staff. The data gathered and the result gained are considered to be of help to property businesses' management and marketing.