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互联网的发展和运用拓宽了房地产业的营销传播模式,由于各类传播渠道都具有自己的特性,对其进行有效的整合和优化,才能最大限度的发挥网络的优势,创造良好的品牌效应,提高企业的竞争力和经济效益,也能够更好地满足人们的不同需求。整合网络营销传播模式也成为了房地产业永久性的热门话题。网络整合营销不但要整合各种网络营销方式,还要将这些网络营销方式的优点紧密联系,不仅提高了对房地产企业的要求,也增加了实现的难度。文章通过对房地产网络营销现状进行分析,明确构建房地产网络整合营销传播模式的基本原则,从而提出相应的措施,构建科学合理的整合传播模式。
The development and application of the Internet has broadened the marketing communication model of the real estate industry. Since various types of communication channels have their own characteristics, effective integration and optimization of them can maximize the advantages of the network and create a good brand effect. The competitiveness and economic benefits of an enterprise can also better meet people’s different needs. Integrating online marketing communications has also become a permanent hot topic in the real estate industry. Network integration marketing not only needs to integrate various network marketing methods, but also closely links the advantages of these network marketing methods, which not only raises the requirements for real estate companies, but also increases the difficulty of implementation. The article analyzes the real estate network marketing status, clearly establishes the basic principles of the real estate network integrated marketing communication model, and proposes corresponding measures to construct a scientific and rational integrated communication mode.