Generalize fundamental theories on marketing communication policies of real-estate enterprises in a market. Apply theoretical grounds to survey and evaluate the situation of marketing communication policies of Vietnam housing enterprises in Hanoi. Propose solutions to complete marketing communication policies for Vietnam housing enterprises in Hanoi market in the coming time.
1 INTRODUCTION 1.1 Rationale There has been lots of research on marketing communication in recent time as marketing communication has become an increasingly important contributor to business performance of enterprises The research consists of theoretical studies on related issues to marketing communication, marketing communication of enterprises and marketing communication for products. As products and services have different features, marketing communication activities for different products and services should be adjusted in line with products and markets. Regarding marketing communication for real estate business, especially for housing, there has been much less research. There is hardly any foreign and domestic research on housing in Hanoi market of Vietnam housing enterprises in general and Hanoibased housing enterprises in particular The context of globalization and increasingly heavy competition require enterprises to improve their competitiveness when participating in the market. They should also comply with the rules of competition. In accordance with the nation’s policies and orientations of market opening and trade liberalization, for better survival, development and prosperity, enterprises and industries need to raise their competitiveness in terms of product and service quality. At the same time, enterprises should build good brands, prestige and reputation, promote their products and services so as to acquire bigger share of the market and maintain their influences on related entities at national and international levels For these reasons, in the context of market globalization, marketing communication has become not only a concern and priority but also strategic goal which determines the success of business development plans and programmes of enterprises in many economies in the world An investigation into business situation of Vietnam housing enterprises in Hanoi, we have found out that marketing communication activities of housing enterprises are limited in following aspects: the contents are inadequate and unsystematic, the budgets on marketing communication cannot meet the requirements, the organization of activities is not scientific, etc. Consequently, the effectiveness of marketing communication activities remains low. Marketing communication activities have failed to attract the attention and meet the demand for information of potential buyers and investors, thereby cannot create reputation for enterprises and their products in the market. This has largely impacted on the exploitation of potential and promotion of strengths of enterprises in raising business performance and the contributions of enterprises to the national economic growth For these reasons, it is necessary to research and analyse the house buying behavior of potential customers and the statusquo of marketing communication activities for housing products of Vietnamese housing enterprises in Hanoi market in order to lay the practical foundations for the recommendation of solutions to improve marketing communication for Hanoibased housing enterprises It is also necessary to research the buying behavior of customers to help potential customers and investors find favorable marketing communication policies for business activities of Vietnam enterprises in order to foster business situation of enterprises in the context that supply in Hanoi market is bigger than demand for apartments while prices of detached houses and villas are considerably higher than the income of a majority of people. Therefore, the dissertation titled “Marketing Communication Policies of Vietnam Housing Enterprises in Hanoi Market” has great significance in both theory and reality 1.2. Overview of previous studies 1.2.1. Issues of integrated marketing communication Besides books and textbooks on marketing communication, there have been numerous research papers on marketing communication and consider integrated communication as the inevitable development of marketing communication activities Specifically, Hartley, B & Pickton, D. (1999) in their paper “Integrated Marketing Communications Requires a New Way of Thinking” published on Journal of Marketing Communications and Holm, O. (2006) with the paper titled “Integrated Marketing Communication: from Tactics to Strategy" published on Corporate Communications: An International Journal, Vol. 11, No. 1, “Evidence of Integrated Marketing Communications in Social marketing” by Jacinta, H., Bulmer, S & Eagle, L. published in 2011 on "Journal of Social Marketing', Kitchen, PJ. (2005) with "New Paradigm Integrated Marketing Communications under Fire” published on "Competitiveness Review: An International Business Journal incorporating Journal of Global Competitiveness" have identified that the new era is the era of integrated marketing communication and these activities have developed strongly. The paper by Kitchen, PJ., Kim, I., Schultz, DE. (2008), “Integrated Marketing Communications: Practice Leads Theory” on Journal of Advertising analyses examples of practicing integrated marketing communication 1.2.2. Research on marketing communication in Vietnam In Vietnam, there has been some research of various scholars on marketing communication Some distinctive projects include Phạm Thúy Hồng (2009), Solutions to Marketing Communication of Telecom Service Provides in Vietnam and Phan Thị Thu Hoài (Research project at ministry level, 2010), “Developing Direct Marketing Activities for Trading Enterprises in Hanoi” 1.2.3. Research on marketing communication in real estate or housing business Some distinctive research works are Hồ Thị Thúy Nga (2012) with “Marketing Communication for Business Image of Small and Medium Real Estate Intermediary Enterprises in Hanoi”, Nguyễn Văn Đính (PhD dissertation, 2012) with "Completing Market and Marketing Policies for Housing Enterprises in Hanoi” aimed at identifying the strengths and weaknesses of these policies as communication – trade promotion are important marketing policies of housing enterprises in Hanoi 1.2.4. Research on impacts of customer buying behavior on marketing communication in general and housing business in particular Besides research on marketing communication and marketing communication for real estate or housing, there have been studies on the impacts of customer behavior on marketing communication It is the foundation for enterprises to build up and implement marketing communication programmes to affect customer buying behavior and drive their behavior towards the benefits of enterprises. Distinctive research includes Tichindelean Mihai (2015) with paper titled "The Influence of Marketing Communication on the Buyer Behavior A Relationship Marketing Approach" published on "Studies in Business and Economics", Tan Kai Hun, Rashad Yazdanifard (2014) with "The Impact of Proper Marketing Communication Channels on Consumer’s Behavior and Segmentation Consumers" published on "Asian Journal of Business and Management", Damjana Jerman, Bruno Završnik, Can Marketing Communication Affect consumer Behaviour?" on Economic Management Information Technology, Volume 1/ Number 4/ 2013, pp. 203213, Gheorghe ORZAN, RalucaFlorentina TIKA, RalucaGiorgiana CHIVU, ȘtefanIlie OANTĂ, Cristian Ionut COMAN (2017), The Influence of the Marketing Communication on Consumer Behavior, Romanian Statistical Review Supplement nr 2/2017; Isabelle Goyette, Line Ricard, Jasmin Bergeron, Franỗois Marticotte(2010),eưWOMScale:WordưofưMouthMeasurementScaleforeưServicesContext*, Canadian Journal of Administrative Sciences, Mateja Kos Kokliˇc, Irena Vida (2015), A Strategic Household Purchase: Consumer House Buying Behavior, Managing Global Transitions. Up to now, there has not been a dissertation or research project on marketing communication or trade promotion policies of enterprises/corporates. Research on marketing communication policies has just focused on marketing communication policies of foreign companies and corporates such as Carlsberg group 1.2.5. Research gaps A thorough investigation of the author into foreign and domestic research projects on marketing communication and marketing communication policies for housing products reveals a research gap – there has been no research on marketing communication activities of housing enterprises in general and Vietnam housing enterprises in Hanoi market in particular. Especially there has been no research on marketing communication policies based on the research on buying behavior of current and potential customers in order to meet the demand for information of these people, so that enterprises can adjust their housing marketing communication policies to improve their business performance Previous studies are just limited to some aspect of marketing communication rather than marketing communication policies in housing business, especially of housing enterprises in Hanoi market For these reasons, the topic of this dissertation is independent and does not overlap previous studies 1.3. Research objectives: The dissertation aims to: Generalize fundamental theories on marketing communication policies of realestate enterprises in a market Apply theoretical grounds to survey and evaluate the situation of marketing communication policies of Vietnam housing enterprises in Hanoi Propose solutions to complete marketing communication policies for Vietnam housing enterprises in Hanoi market in the coming time 1.4. Research subject and scopes Research subject: The dissertation researches to complete the marketing communication policies of Vietnam housing enterprises in Hanoi market by studying customer buying behavior for information demand when considering decisions to buy houses in order to help enterprises gain higher effectiveness in marketing communication and make more contributions to housing business activities Research scopes: In terms of space: The dissertation limits its study to Vietnam housing enterprises located in Hanoi. And it only studies enterprises which construct, invest in and trade housing products in Hanoi rather than enterprises which provide housing intermediary and distribution services In terms of time: The dissertation researches marketing communication activities of Vietnam housing enterprises located in Hanoi with data taken from 2007 to now and proposes solutions to complete marketing communication for enterprises by 2020, vision 2025 1.5. Research methods Research methodology: The dissertation employs the basic methods of dialectical materialism and historical materialism Specific methods include system approach, analysis, comparisons and modeling methods to have logical analysis and reasoning for research matters Specific research methods: The dissertation uses modeling, diagraming, analyzing time trends, comparisons and expert methods A survey to investigate buying behavior of customers for houses, especially behavior to collect information, was conducted on 95 customers with open questions on how they decide to buy houses. Interviews are taken with business managers of Vietnam housing enterprises located in Hanoi (Appendix 3b) on marketing communication policies of enterprises in recent time and orientations for the coming time 4 Hypotheses of housing customers with independent variables and impacts on dependent variables in 02 research models were tested. Research participants were chosen randomly from the group of current and potential house purchasers of real estate projects in Hanoi. 90% of respondents are those who consider buying apartments, 7% detach houses and 3% villas (in accordance with the proportion of product offers to Hanoi market) 437 questionnaires were collected, among which 19 were invalid and therefore rejected, 418 were valid. After being filtered, data were imported into SPSS software for analysis. The analysis process helps to test hypotheses of research models 1 and 2 On the basis of measurement indicators and components/scales of variables developed from previous studies, the author conducted interviews with customers as well as experts on marketing and marketing communication to modify the wording and variables and measurement items of the variables Research was done to investigate the situation of marketing communication of housing enterprises The dissertation looks into the responses of current and potential customers to housing marketing communication policies of housing enterprises in Hanoi market via some open questions given to customers who are considering buying houses The author studies the marketing communication policies in recent time and the intentions of 30 Vietnam housing enterprises among the 200 registered ones. The findings are collected via the interviews with leaders as business directors or managers in these enterprises. 1.6. New contributions of the dissertation The dissertation has the following new contributions: The marketing communication policies of Vietnam housing enterprises have experienced considerable progress in the last 5 – 7 years as enterprises care more and make more investments in these activities. The dissertation proposes that in parallel with marketing communication for products, Vietnam housing enterprises in Hanoi should run marketing communication programmes for their enterprises The dissertation researches and finds out the features of finding information to consider and make housesbuying decisions of customers. Customers often look for and collect a great sum of information from the websites of the housing projects and enterprises, from the Internet and social networks. They care about all information on the legality of the enterprises and the housing projects, the conveniences of the living quarter and features of the houses they intend to buy The dissertation identifies the levels of impacts of marketing communication tools of housing enterprises and the impacts of independent variables of websites and social network of housing enterprises on customer buying intentions The dissertation proposes that in the coming time, Vietnam housing enterprises should develop marketing communication policies for the enterprises in parallel with communication for products. They should make better use of online advertising channels, interactive marketing and public relations in social network to inform and persuade customers of the enterprises and their reputation as well as to promote the sales of products in a highlycompetitive market as today Depending on the levels of impacts of independent variables on dependent variable (buying intentions), enterprises should launch appropriate marketing communication activities to gain the best business performance 1.7. Organization of the dissertation In addition to Introduction, Table of Contents, References, the dissertation consists of 3 chapters: Chapter 1. Some theoretical issues on marketing communication policies of enterprises Chapter Statusquo of marketing communication policies of Vietnam housing enterprises located in Hanoi market Chapter 3. Solutions to complete marketing communication policies of Vietnam housing enterprises located in Hanoi market CHAPTER 1. SOME THEORETICAL ISSUES ON MARKETING COMMUNICATION POLICIES OF ENTERPRISES 1.1. Overview on marketing communication policies of enterprises 1.1.1. Marketing and policies According to Philip Kotler, “marketing is an administrative and social process through which individuals and organizations obtain what they need and desire by the generation, offering and exchange of valuable products with their equals” [Kotler, 2015] According to the e dictionary BusinessDictionary.com “The set of basic principles and associated guidelines, formulated and enforced by the governing body of an organization, to direct and limit its actions in pursuit of longterm goals” 1.1.2. Concept of communication Communication is the process of continuous exchange of information, perceptions, feelings, etc., the sharing of skills and experience between two or more people/groups of people to increase mutual understanding, which can lead to the changes in awareness, adjustment of behavior and attitudes in accordance with development demand of individuals, groups, communities and society. In terms of goals, communication aims at common understanding to change attitudes, awareness, behavior and create valuable orientations for communication subjects. 1.1.3. Marketing communication According to Philip Kotler, “marketing communication is the direct or indirect transfer of information on products and enterprises to customers and the public to persuade them to believe in enterprises and products so that they will buy the products” 1.1.4. Concept of integrated marketing communication and marketing communication policies When developed to an advanced level, marketing communication is referred to as integrated marketing communication. It is defined by Amstrong and Kotler (2005) as “closely combined and linked communication activities so as to communicate a clear and consistent message about an organization and its products and services”. Marketing communication policies are the set of basic principles and associated guidelines, formulated and enforced by the governing body of an organization, to direct and limit its actions in pursuit of longterm goals in marketing communication activities which are closely combined and linked so as to communicate a clear and consistent message about an organization and its products and services to persuade people to believe in the organization and buy its products.” 1.1.5. Description of overall communication process The model of an overall communication process is a model representing elements participating in the process of transferring information The communication model illustrates components present in the model and the relationships between these components. The model answers the questions: Who participates? Who says what? In what channel? To whom it is said? How effective is communication? How information receiver respond? 1.2. Main contents of marketing communication policy of enterprises Marketing communication policies must stem from business and marketing activities of the in each period of time 1.2.1. Marketing communication context of enterprises Enterprises need to analyze communication contexts to identify matters that have changed and required the development of marketing communication policies of enterprises 6 1.2.1.1. Visions and missions of enterprises To build up and implementing marketing communication policies of enterprises, firstly it is necessary to consider the visions, missions, business orientations and development, marketing targets and activities of enterprises 1.2.1.2. Environmental contexts of marketing and communication It is necessary to analyze the external and internal factors of enterprises which affect the marketing communication activities of enterprises, also analyze the situation of marketing communication activities of enterprises, on that basis, enterprises can perform SWOT analysis for its marketing communication policies 1.2.1.3 Determination of marketing communication views and orientations of enterprises Enterprises may choose different views on marketing communication: the implementation of marketing communication is centralized or decentralized, marketing communication is mostly on enterprises or on products, or both. Marketing communication in each period must contribute to the fulfillment of marketing communication and marketing goals. Marketing communication policies should determine whether it is orientated towards the public or individuals, use modern or traditional marketing communication tools, use interactive communication or oneway communication means, focus on which content and use which means to express these contents 1.2.1.4. Business goals of enterprises Enterprises must make plans and strategies for their marketing activities, on that basis work out goals and policies for components of mix marketing including marketing communication 1.2.1.5. Marketing goals of enterprises The marketing goals should specify targets: absolute figures of sales / revenue and profits; Rate / proportion of market share growth and market of enterprises; Establishment of images and reputation for brands of products/enterprises – Establishment, maintenance and development of interaction relationship between enterprises and their customers. 1.2.2. Establishing targets for marketing communication policies 1.2.2.1. Targets for marketing communication policies The first step enterprises have to do with their marketing communication policies is to set the policy targets. Marketing communication policy targets must stem from business targets, marketing targets and go in line with other components of marketing mix for each business area and of the entire enterprise Besides, the marketing communication policy targets must take into consideration the impact levels on psychology of information receivers and revenues. The targets of marketing communication policies should aim at and focus on the goals of enterprises: Knowing; Understanding; Preferring; Liking; Buying and Using products. 1.2.3. Policies on receivers of marketing communication information of enterprises In the policies on information receivers, it is necessary to identify the group of information receivers, the roles of these people on the business activities of enterprises. Information receivers may be customers, stakeholders or the general public 1.2.4. Setting budgets for marketing communication Regarding communication budgets, enterprises need to decide on financial investments in communication activities The budgets can be established depending on the positions of products and enterprises in the mind of target customers, the specific situation of enterprises, the features of business activities, the objectives of each period, the market, goals and marketing strategies of enterprises as well as the communication goals of enterprises in each period 7 1.2.5. Policies on marketing communication message of enterprises The communication message policies need to identify whether the focus of the message is on enterprises or products, establish the contents, structures and organization of the message, the format and the source of message delivery. A message is the information that enterprises want information receivers to get and be aware of to lead them to favorable activities to the products of enterprises. Depending on different kinds of information receivers, their current awareness and marketing communication devices, suitable language can be chosen for the message. 1.2.6. Policies on communication channels and marketing communication mix Enterprises should identify the communication channel policies for each period and base on these policies to establish the marketing communication mix 1.2.6.1. Policies on marketing communication channel Enterprises need to determine whether their communication channel policies focus on direct or indirect channels and the level of investments in these two channels The public channels are often used to communicate the brand images and business activities of enterprises via highlystandardized messages Individual channels are often used to promote sales via highlyindividualized messages 1.2.6.2. Policies on marketing communication tool mix Communication tool policies determine the mix of different marketing communication tools to gain effective access to information receivers and impact on them to achieve the set forth communication objectives Communication mix should be created by exploiting the strengths of each tool and minimizing their weaknesses. Each marketing communication tool has its own distinctive impacts, effectiveness, features and formats. Therefore, whether to use each tool separately or combine them together and how to combine them is their choice of enterprises to gain the highest possible communication effects There are main groups of marketing communication tools, each group consists of specific tools of advertising, sales promotion, personal selling, public relations and direct marketing Depending on the business types, enterprises can choose one or more tools or combine tools together in an effective way 1.2.6.3. Factors affecting marketing communication tool mix Marketing communication tool mix of enterprises is determined by 4 groups of features of marketing activities, including: product – market features, pull – push mechanism, acceptance and willingness to buy of customers, products in their lifecycle. Figure 1.2. Push – Pull mechanism in marketing communication ((Kotler &Keller (2013)) 1.2.7. Evaluating marketing communication policies of enterprises 1.2.7.1. Evaluating and checking marketing communication effects It is necessary to evaluate the status of information receivers in each step of their psychological process when they are impacted by the marketing communication policies: knowing, understanding, preferring, liking, believing, buying, becoming loyal to products/enterprises It is also necessary to evaluate the gained outcomes in comparison with the overall objectives, the specific objectives in comparison with information receivers, the objectives of each business area and the objectives of each period in order to identify mistakes and errors to have timely adjustments to gain the best effects on each receiver of information 1.2.7.2 Evaluating the impacts of marketing communication tools on information receivers The impacts of marketing communication tools on different groups of information receivers are the impacts of communication tools on the belief and/or buying intentions of information receivers The first model (figure 1.3) is the impacts of each marketing communication tool of enterprises on buying intentions of customers. There are 5 hypotheses from H1 to H5 H1: Advertising tools and activities of housing enterprises affect buying intentions of customers H2: Sales promotion tools and activities of housing enterprises affect buying intentions of customers H3: Public relation tools and activities of housing enterprises affect buying intentions of customers H4: Personal selling tools and activities of housing enterprises affect buying intentions of customers H5: Direct marketing tools and activities of housing enterprises affect buying intentions of customers Figure 1.3. Research model of impacts of marketing communication tools of housing enterprises on buying intentions of customers From the above model, the dissertation proposes the hypotheses of the impacts of websites and social networks of enterprises on customer buying intentions, with hypotheses from H6 to H10 H6. The information on the websites of housing enterprises affects buying intention of customers H7: The navigation of the websites of housing enterprises affects buying intention of customers H8: Visual features of the websites of housing enterprises affect buying intention of customers H9: The information tool of the websites of housing enterprises affects buying intention of customers H10: The quality of the websites of housing enterprises affects buying intention of customers H11: The quality of the social network of housing enterprises affects buying intention of customers 10 Figure 1.4. Research model of impacts of websites and social networks of housing enterprises on buying intentions of customers 1.3. Factors affecting marketing communication policies of enterprises The development of marketing communication policies of enterprises depend on the changes and fluctuations of internal and external conditions. Besides, communication policies and communication activities of enterprises can be affected by the distinctive features of housing products as well as the features and situation of the housing market. Marketing communication policies are also affected by the demand for information to choose houses and other buying behavior features of potential customers 1.3.1. External factors The considerable changes in the external environment may make marketing communication policies less effective 1.3.2. Industry factors 1.3.3. Internal factors Internal factors are the marketing communication activities of enterprises are not effective enough in approaching information receivers and reaching the setforth targets. The development policies depends on the orientations, longterm directions, effectiveness of marketing communication activities of the enterprises Besides, tangible and intangible resources, competencies and effectiveness of enterprises in communication activities in particular and marketing activities in general should also be taken into consideration. The marketing communication policies must be approved by leaders and supported by other departments in the enterprises. Marketing communication staff need to work closely with relevant units inside and outside the enterprises, each unit must participate as an integral part of the chain in the process of building, implementing and adjusting the marketing communication policies of the enterprises 11 1.3.4. Factors directly affecting marketing communication of housing enterprises Factors with direct impacts include product features, market, buying behavior of potential customers seeking information in the decisionmaking process and the houses buying behavior model of customers CHAPTER STATUSQUO OF MARKETING COMMUNICATION POLICIES OF VIETNAM HOUSING ENTERPRISES LOCATED IN HANOI MARKET 2.1. Features of housing business environment in Hanoi market and business activities of Vietnam housing enterprises located in Hanoi 2.1.1. Economic features The GDP growth rate of Vietnam has remained stable and quite high in recent years, which leads to increasing purchasing power in the market in general and housing market in particular. Interest rates, especially for longterm loans, are decreasing. Mortgage loans have lower interest rates and become attractive to potential house buyers. 2.1.2. Demographic features The demographic features of customers are also changing. The numbers of Internet users, social network participants and smartphones owners are increasing 2.1.3. Social and cultural features In Vietnamese culture, stable living place enables career development, therefore, Vietnamese people, even lowincome ones, prefer to buy houses rather than rent houses 2.1.4. Natural and construction technology features There is a natural fact that the land fund in real estate does not increase. Especially a lot of residents from other provinces move to live and work in Hanoi the cultural, pollical and economic centre of the country 2.1.5. Competitors There are many enterprises in the housing market, so competition is high in all market segments: highincome, midincome and lowincome. Potential customers for houses are people who have demand to buy new houses; these customers are often highincome households and follow modern trend of choosing living places 2.1.6. Housing market in Hanoi A large proportion of housing in Hanoi is apartments, accounting for 90% of housing supply in the market while the supply of detached houses and villas account for 10%. Housing market in Hanoi becomes more attractive as supply is stable and increasing, especially in the segments of apartments where supply is believed to be 20% higher than demand. This situation requires housing enterprises to launch activities to attract customers, among which marketing communication is an effective tool 2.1.7. Statusquo of housing business of Vietnam housing enterprises located in Hanoi The total number of Vietnam housing enterprises located in Hanoi market licensed from 2016 to 2018 is 235 They are of various business sizes – big, medium and small Some enterprises specialize in houses for high and mediumincome customers while others focus on delivering houses for lowincome customers. Bigscale enterprises often involve in real estate and housing is their major business areas such as Tân Hoàng Minh, VinGroup, Sungroup, Hanoi Housing and Urban Development Corporation. The second group includes medium and big scale enterprises which specialize in real estate and housing business. The third group consists of small and medium scale enterprises which do not focus on housing business but only run 1 – 2 projects. The last group includes enterprises which do business in housing but this is not their major business area 12 2.2 Statusquo of marketing communication policies of housing enterprises located in Hanoi 2.2.1. Orientations and objectives of marketing communication policy objectives Orientations and objectives of marketing communication policy objectives of housing enterprises in Hanoi market The interviews conducted with 30 housing enterprises in Hanoi reveal the following results (Appendix 3c): Firstly, marketing communication plays an essential role in business activities. Secondly, enterprises believe that marketing communication brings enterprises many benefits. Thirdly, about orientations, marketing communication activities of enterprises in recent time focus on delivering information about: brands and enterprise value, internal communication, which helps to improve reputation and take responsibility for community, partners and stakeholders. Fourthly, enterprises in the interview have specified the objectives of marketing communication as improving and strengthening brands and enterprise values. Objectives of marketing communication policies In recent time, most of the marketing communication activities of enterprises are oriented towards the objectives of creating awareness of enterprises, enterprise brands, housing projects and construction phases of the projects under progress. Most enterprises focus on sales communication rather than image and enterprise communication 2.2.2. Statusquo of policies on information receivers Regarding the policies on information receivers of marketing communication, housing enterprises identify that the receivers of their marketing communication information are the authority, licensing and projects implementing agencies, investors, current and potential customers, the general public and partners, etc. Sales activities of housing enterprises mainly focus on potential customers while current customers are not fully cared of Depending on the strategies and conditions of each period, housing enterprises have different policies on information receivers in line with the products, market trends and business goals of the enterprises 2.2.3. Statusquo of housing communication budget policies of enterprises In recent years, most enterprises have increased their budgets on marketing communication activities to compete with enterprises of the same group. The specific marketing communication spending depends on business plans and attentions of the market to housing projects at that time. Despite increasing budgets, in comparison with the potential contributions of marketing communication to business performance, most enterprises not put aside adequate budgets for these activities 2.2.4. Statusquo of communication message policies Message policies often focus on messages about products rather than enterprises. There is little information about enterprises and it does not reflect the development, missions and visions of enterprises consistently in the long term Most enterprises want to have short, memorable and recognizable messages, so the messages are often structured with clear conclusions and simple arguments. Messages about product advantages are presented clearly, specifically in the posts on websites or facebook, or articles on newspapers and forums 2.2.5. Statusquo of marketing communication channel policies The development of communication channel policies of housing enterprises has shifted from the use of direct channels of personal selling and printing channels to the increasing use of public channels and electronic channels. Enterprises use public channels to create awareness of the company images and housing projects in the mind of the public while direct channels are the major channels in sales. 13 2.2.6 Statusquo of marketing communication tool policies of housing enterprises located in Hanoi In the past 10 years, the communication tool policies of housing enterprises have gone through considerable changes: in the past they did not communicate information about houses as well as enterprise activities. Besides, in the past enterprises just used the traditional tools of communication via sales forces and intermediaries but now they have public communication tools. Housing enterprises often use policies to promoting added values to customers when they perform favorable activities to the enterprises and give bonus to loyal customers 2.2.6.1. About advertising tools Housing enterprises use advertising towards the aims of informing and reminding customers of the enterprises and their housing projects About the aims of persuading, advertising just helps to provide information to create awareness and understanding about enterprises, images and brands of enterprises as well as housing projects that enterprises are implementing to support the persuasion and sales accomplishment. 2.2.6.2. About public relation tools In recent years, when housing market becomes more competitive, enterprises have paid more attention to building images and reputation via public relation activities to lay the foundations to attract customers to each project in each period. Public relations often focus on important subjects such as relevant agencies, the general public, residents, current and potential customers. 2.2.6.3. Sales promotion tools Enterprises use sales promotion tools to promote potential customers. In recent years, to promote customers to make quick buying decisions and early payment, housing enterprises often apply various sales promotion forms such as offering sales promotion in cash or products, offering discounts, bonus or gifts, etc. The most widely used forms of sales promotion are price incentives or gifts when making quick buying decisions and payment. Another special tool is to introduce sample house 2.2.6.4. Direct marketing tools Direct marketing tools are often used by housing enterprises to promote sales and support customers before, during and after sales, including direct marketing via telephone, messages, catalogue, email, facebook, website, etc to seek responses of customers to their information communication activities Enterprises also use direct marketing to support customers, respond to their inquiries, provide information, instruct customers to choose and buy products when customers access enterprises via website and facebook by following links on websites or sending messages in fanpage facebook 2.2.6.5. Personal selling tools Personal selling helps enterprises understand customer demand, then they can consult, persuade and conclude sales At present, most housing enterprises use personal selling to conclude sales so personal selling is used as the main tool to sell products. Sales staff must have skills to collect customer feedbacks to report to supervisors and deal with customer inquiries 2.2.7. Impacts of communication tools of housing enterprises on buying intentions of customers Via testing research models 1 and 2, variables were modified. Model 1 was adjusted as follows and added Hypothesis 52 H52: Interactive marketing activities and tools of housing enterprises affect buying intentions of customers 14 Figure 2.6. Adjusted research model of impacts of marketing communication tools of housing enterprises on buying intentions of customers The correlation analysis and hypothesis testing of Model 1 are presented in Appendix 11, of Model in Appendix 12 The correlation table shows that independent variables and dependent variables of the two models have correlation with Sig