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为了适应房地产买方市场的形成,需要在房地产营销中引入新的营销理念,而整合营销理论的出现则为房地产营销创新提供了一个契机。本文着重介绍了房地产业实施整合营销的必要性以及如何有效地在房地产业中实施整合营销。
In order to adapt to the formation of real estate buyer’s market, it is necessary to introduce new marketing concepts in real estate marketing, while the emergence of integrated marketing theory provides an opportunity for innovation in real estate marketing. This article focuses on the necessity of implementing integrated marketing in the real estate industry and how to effectively implement integrated marketing in the real estate industry.