【毕业论文】基于整合营销传播的房地产企业营销创新研究：以EOD总部港公司的市场推广策略为例.docVIP

PAGE PAGE III 题 目: 基于整合营销传播的房地产企业营销创新研究 以EOD总部港公司的市场推广策略为例 院系名称： 专业班级： 学生姓名： 学 号： 指导教师： 教师职称： PAGE III 摘 要 二十一世纪，在全球经济一体化浪潮冲击下，中国房地产业的发展将进入一个前所未有、充满巨变的时代。目前，我国城市建设步伐加快，高档商业办公园区商品房已成为持续消费的热点，越来越多的开发项目正在或即将上马。但是由于高档商业办公区在我国的出现的时间较短，无论是开发商还是相关研究组织对其开发模式仍处于搜索实践阶段，没有太多的成熟经验和理论可以参照。如何针对如此的情况进行宣传和销售，就需要我们很好的进行整合营销沟通，实现项目正确的市场定位，最终满足市场、满足自身利益，正成为众多房地产开发企业和区域政府共同关心的问题。这也是本文写作的目的。 基于国内外整合营销传播研究的成果，本文从整合营销传播的定义出发，整理和分析了整合营销传播理论的思索及新思维模型建立；总结并分析了高档商业园区的现状及存在的问题；在此基础上，本文从营销模式，方法的应用，创新提出和策划等方面对整合营销的市场推广提出了建议。对于整合营销传播的房地产企业营销创新的制定和具体策略的实施具有现实的指导意义。 关键词：整合营销传播 房地产 模式 营销创新 Title Integrated Marketing Communication-based real estate company marketing innovative research EOD headquarters marketing strategy as an example Abstract Under the circumstances of global incorporate economy in the 21st century,the development of China real estate comes into the unprecedented and full of changes times．At present，the construction of the cities in China has mended its pace．The high grade business office area have become the continuous consumption hotspot．And more and more developing projects will be done now and then．As the appearing time of high grade business office area is short,the developers or relative research organization for the developing mode is still at the stage of grope and practice and lack of much of mature experience for reference．It has become the public caring problem on how to make the effective and easy marketing strategies and the right position of the marketing for this kind of consumers’supplies and at last satisfy the market and benefits of ourselves for many developer and district govemments．Furthermore,this is the purpose of this thesis． Basing on the domestic and foreign integrated marketing communications research, from the definition of integrated marketing communications, this article