Application research on the marketing dissemination channel of real estate industry

The real estate agent who carries out marketing communication is based on an accurate orientation of target consumer groups. Communication failures and the increase of communication cost result from the diversification of communication channels. And this diversification comes from the diversity and segmentation of consumer demand. The types of real estate marketing communication channels contain self-built channel and cooperative channel, the mass channel and niche channel. The real estate agent should construct a suitable marketing communication as well as cooperate with other agents to explore the innovation and integration based on the value of sharing and to establish a harmonious relationship between the developers and consumers, so as to promote healthy development of China´s real estate industry.