The Integrated Marketing Communication Research Of Shenzhen Economic Daily Real Estate Advertisement

With the development of Integrated Marketing Communication theory in the 1990's, the time for Integrated Marketing Communication has come, and Integrated Marketing Communication has become an edge tool to build brands. At the same time, in many domestic industries, Integrated Marketing Communication shows prominent developing potential with strong brands coming one after another.Because of the increasingly intense competition in the media market, the media have to seek all kinds of effective methods to build up brand image and find their core competitive capacity. However, influenced by various factors, traditional paper media is still lingering in the homogenized competition and staying in the 4P(product, prize, place, promotion ) level of competition, and thus it becomes difficult for them to form unique, long-standing and core competitive advantage. Integrated Marketing Communication is a profound revolution to the traditional marketing model, and it transcends the limits of traditional marketing model, and in a complete, cooperative and coordinate marketing model, it conforms all kinds of strategic resources in round, redeploys all kinds of positive factors, builds up mutual cooperation and acknowledgement with relational stakeholders, and thus helps form brand competitive power. So it has become the necessary choice for the paper media to introduce marketing communication theories, build up forcible media brand image, and realize the maximization of media brand value.This thesis makes the real estate advertisement as the research object, and discusses the problem that under the presently new marketing and communication environments for media, how to renew the concept and use Integrated Marketing Communication theories and tactics to realize the brand value up-lifting and influence power breaking-through, also to integrate the brands resources and contents through Integrated Marketing Communication, and establish and form the media's competence of itself's brand image.This thesis systematically expatiates the meaning of Integrated Marketing Communication and its development, and based on this, points out the status quo and problems of the real estate advertising marketing in Shenzhen Economic Daily, and makes an analysis on the duality of the media's marketing advertisement's target market. Also based on the Integrated Marketing Communication theories, this thesis constructs a Integrated Marketing Communication system for the real estate advertising marketing for Shenzhen Economic Daily, including abstraction of brand value, analysis and choice on media's touch points, strategy on paper media's combination and construction of integrated marketing model, etc.. Meanwhile, the thesis expatiates the implementation of integrated marketing communication of real estate advertising in Shenzhen Economic Daily, and points out that the main ensurance of the implementation of Integrated Marketing Communication is to consolidate and harmonize the resources and organizations from both inside and outside. Hope this will do some help to the market break-though of Shenzhen Economic Daily and the realization the effective marketing real estate advertisement.