Integrated Marketing Communication Applied In Real Estate Of Small City

Real estate industry plays an important role as a pillar and precursor in national economy,accordingly,it has direct effect on the development of national economy. On the other hand,the Integrated Marketing Communication (IMC) of real estate has determination on the transform of merchandising houses from product state to monetary state in nature. Therefore,real estate companies,go without saying,have to attach much importance to the IMC of real estate.As the available demand in major cities has been in saturation and the government has started another macro-control,the competition between developers is more fierce. The mercanitile rate of return is decreasing,but the risk is increasing. So the IMC of estates in small cities gets more and more attention. But it's so different from what it is in big cities. As we see, IMC of estates includes not only marketing,but also many other activities,like the market research,designment,development,ad promotion,after-sale services,property management and so on. So it's totally new.This article analyses a real estate company's IMC strategy in small cities. To begin with, This paper analyzes the market characteristics of real estate in small cities,and then explores the media of real estate in small cities,with the quantitative and qualitative methods,on the basis of IMC theories. In demonstration research,the paper analyzes supply and demand in realestate market of small city ,and then research on consumer behavior and competition product by puting this analysis on the basis of a project in a small city, which uses market subdivision method to select target market of project,and design product concept. In the end,through information feedback of IMC planning,one hand modifies IMC strategy,another hand testifies correct IMC planning in real estate development is necessary.This paper tries to carry on useful discussion and research in IMC of real estate in small city and expects to summarize a correct and feasible frame of real estate IMC planning to upgrade the real estate investors'ability and their developing level of the whole industry,and to promote our real estate industy in the right way.