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论文编号：	15163
作者编号：	2120206057
上传时间：	2024/12/11 11:01:47
中文题目：	泰国PP房地产租赁公司整合营销传播战略优化研究
英文题目：	Research on Optimization of the Integrated Marketing Communications Strategy of PP Co., Ltd in Thailand
指导老师：	申光龍教授
中文关键字：	房地产公司;整合营销传播;品牌知名度;社交媒体;数据库营销
英文关键字：	Real Estate Company;Integrated Marketing Communications;Brand Awareness; Database Marketing
中文摘要：	在数字化的背景下，整合营销传播作为企业提升竞争力，尤其在竞争激烈 的房地产行业中，显得尤为重要。泰国房地产市场近年来迅速发展，市场竞争 愈发激烈，促使企业在营销传播方面进行更加全面的战略规划，以应对多变的 市场环境并满足客户的多样化需求。本研究聚焦泰国 PP 房地产租赁公司，旨在 通过对其现有整合营销传播战略的深入分析，评估其在市场中的营销传播现状， 并针对发现的问题提出相应的优化战略。本研究的主要目的是探讨在激烈的市 场环境下，如何通过优化整合营销传播战略提升公司品牌的市场表现和客户满 意度，以期为公司未来的市场发展提供具有针对性的战略支持，并为泰国的房 地产行业提供有价值的借鉴。 本研究采用文献分析法与案例分析法相结合的方法，系统地梳理了泰国房 地产相关理论，整合营销传播相关理论，社交媒体理论，数据库营销理论。通 过对已有研究的深入探讨，本研究构建了理论框架。此外，案例分析法被应用 于研究泰国 PP 房地产租赁公司。研究通过对该公司市场环境、竞争对手、营销 传播活动的详细调查，评估了其当前的整合营销传播现状和存在的问题，为后 续的战略优化提供了充分依据。 通过研究发现，泰国 PP 房地产租赁公司的整合营销传播战略存在多个方面 的问题，主要包括信息传播不一致、一对一营销问题以及数据库不够精准等。 这些问题限制了公司在市场中的竞争力，影响了品牌知名度和客户获取效率。 为此，本研究提出了一系列优化战略，旨在通过提升信息传播的内容质量和展 示形式，选择更加合适的营销工具，提高广告的吸引力和相关性，强化与潜在 客户的互动。此外，本研究还强调了加强社交媒体与数据库的整合应用，以提 高客户数据的有效管理和使用，帮助公司在复杂的市场环境中提供更为定制化 的服务，提升客户满意度和品牌忠诚度。研究结果表明，泰国 PP 房地产租赁公 司通过实施这些优化战略，将能够更加有效地应对市场变化，提升品牌影响力 和市场份额，并在竞争激烈的房地产市场中占据有利位置。
英文摘要：	In the era globalization and digitalization, Integrated Marketing Communications (IMC) has become a core strategy for companies to enhance their competitiveness, increase brand awareness, and attract potential customers, particularly in the highly competitive real estate sector. The Thai real estate market has experienced rapid development in recent years, intensifying market competition and prompting companies to undertake more comprehensive strategic planning in their marketing communications to cope with the evolving market environment and meet diverse customer needs. This study focuses on PP Co., Ltd in Thailand, aiming to deeply analyze its existing IMC strategy, assess its current marketing communications status in the market, and propose optimization strategies to address the identified issues. The primary goal of this study is to explore how optimizing the IMC strategy can improve the company's brand performance and customer satisfaction in a competitive market environment, with the intention of providing targeted strategic support for the company’s future market development, and offering valuable insights to the real estate industry in Thailand . This study adopts a combination of literature review and case study methods. It systematically reviews the relevant theories of Integrated Marketing Communications, including the basic concepts of IMC, its importance, and its specific applications in the real estate industry. By thoroughly exploring existing research, a theoretical framework is constructed to analyze how IMC helps companies achieve effective brand communication in the market. The literature review covers the development trends of IMC in the digital age, the integration of social media and database marketing, and how combining communication channels can enhance brand influence. Furthermore, the case study method is applied to the research on PP Co., Ltd in Thailand. Detailed investigations into the company’s market environment, competitors, and marketing communication activities were conducted to evaluate the current status and problems of its IMC, providing a solid foundation for subsequent strategic optimizations. The research reveals several issues in PP Co., Ltd’s IMC strategy, primarily including inconsistent information dissemination, insufficient appeal in advertising content, and imprecise database management. These problems limit the company’s competitiveness in the market, affecting both brand awareness and customer acquisition efficiency. To address these issues, this study proposes a series of optimization strategies aimed at improving the quality and presentation of information dissemination, selecting more suitable marketing tools, enhancing the appeal and relevance of advertisements, and further refining the targeting of customer segments to strengthen engagement with potential customers. Additionally, the study emphasizes the need to enhance the integration of social media and database applications to improve the management and utilization of customer data, enabling the company to offer more customized services in a complex market environment, thereby increasing customer satisfaction and brand loyalty. The research results indicate that by implementing these optimization strategies, PP Co., Ltd will be able to respond more effectively to market changes, enhance its brand influence and market share, and maintain a favorable position in the highly competitive real estate market.
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