Is more need to integrate the dissemination of the real estate industry.docVIP

 PAGE \* MERGEFORMAT 6 Is more need to integrate the dissemination of the real estate industry The so-called integration of communication, I believe that is the enterprise to consumer demand-oriented, integrated use of various forms of communication, and dissemination of information to enterprise integration, a consistent message to consumers in order to establish a unified corporate and product image of the process. In accordance with the pyramid model of advertising, consumer product information from the attention, to generate interest and desire, to purchase actions resulting from the number on the decrease. Coupled with various kinds of information is now overwhelming, and people for information processing capacity is limited, integrated media is easier to raise awareness on the product information memory, to a certain extent, to avoid mutual interference between the information that can lead to better dissemination of results effectively to promote sale. The real estate is all the more need to integrate communication, this is determined by the special nature of the real estate product decisions. Compared with the general consumer goods, real estate has the following characteristics: First, higher value. On the current price level of China’s real estate is concerned, a house easily Ersanshiwan, Sansishiwan, or even millions. Because of this, consumer products, housing a high degree of concern, it is prone to find fault behavior. Second, real estate and general consumer goods, compared to more complexity. Ordinary consumer goods buyers only concerned with use of the product function, appearance forms and so on, while the real estate products consumers are concerned about the products, location advantages, planning and design, housing quality, planning package, property management, neighborhood relations, cultural development and so on. Third, the real estate transaction products a longer process. A shorter course of dealing in general consumer goods,