本文關(guān)鍵詞：新媒體環(huán)境下房地產(chǎn)廣告訴求方式的變化　出處：《重慶工商大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 房地產(chǎn)廣告 新媒體 訴求方式 感性 理性

【摘要】：隨著我國市場經(jīng)濟(jì)的成熟和城市化建設(shè)的發(fā)展，房地產(chǎn)行業(yè)越來越受到我國政府和人們的重視，它作為我國國民經(jīng)濟(jì)發(fā)展中支柱產(chǎn)業(yè)之一，為我國經(jīng)濟(jì)的發(fā)展和人們生活水平的提高都發(fā)揮了巨大的作用。房地產(chǎn)廣告作為房產(chǎn)行業(yè)中不可或缺的一部分，廣告效果的好壞直接關(guān)系著房產(chǎn)銷售量的問題，所以房地產(chǎn)廣告在房產(chǎn)行業(yè)中扮演著舉足輕重的作用，它是房地產(chǎn)商在競爭中處于不敗之地的一個(gè)重要因素。 這些年，以網(wǎng)絡(luò)、手機(jī)為代表的新媒體也在迅速發(fā)展，新媒體的出現(xiàn)為我國房地產(chǎn)行業(yè)注入了一股強(qiáng)大的力量。在當(dāng)前新媒體環(huán)境中，新媒體是房地產(chǎn)廣告營銷傳播的重要工具，傳播形式多以畫面、音頻和文字結(jié)合，越來越受到消費(fèi)者的親睞和喜歡。當(dāng)然，新媒體的出現(xiàn)和高度發(fā)展，也在一定程度上影響著房地產(chǎn)廣告訴求方式的變化，以前形式單一，，訴求簡單，而現(xiàn)在漸漸與新媒體融為一體，變得更加符合當(dāng)代人的口味和心理。 本文對新媒體在我國房地產(chǎn)廣告行業(yè)的運(yùn)用進(jìn)行研究，縱觀我國房地產(chǎn)行業(yè)的發(fā)展和新媒體的發(fā)展，分析了我國房地產(chǎn)廣告訴求方式存在的一些問題，并根據(jù)這些問題也提出了自己的建議。文中還大量引用經(jīng)典的房地產(chǎn)廣告案例，來研究我國房地產(chǎn)廣告訴求方式的變化，進(jìn)而得出結(jié)論：隨著社會的發(fā)展，房地產(chǎn)廣告訴求方式不斷引導(dǎo)新的價(jià)值觀念、生活方式和居住理念，也更加符合受眾的心理，訴求方式呈現(xiàn)出渠道多樣化、高度人性化、受眾細(xì)分化和含蓄化的特點(diǎn)。
[Abstract]:With the maturity of our market economy and the development of urbanization, the real estate industry is paid more and more attention by our government and people. It is one of the pillar industries in the development of our national economy. As an indispensable part of real estate industry, the effect of real estate advertising is directly related to the issue of real estate sales. So real estate advertising plays a pivotal role in the real estate industry, it is an important factor in the competition of real estate developers in an invincible position. In recent years, the new media represented by network and mobile phone are also developing rapidly. The emergence of new media has injected a powerful force into the real estate industry of our country. In the current new media environment. New media is an important tool of real estate advertising marketing communication, the form of communication is more and more by the picture, audio and text combination, more and more favored and liked by consumers. Of course, the emergence and high development of new media. To some extent, it also affects the change of the way of advertising appeal in real estate. The former form is single, the appeal is simple, but now gradually melts with the new media, becomes more in line with the taste and psychology of contemporary people. This paper studies the application of new media in the real estate advertising industry in China, looks at the development of the real estate industry and the development of new media, and analyzes some problems existing in the way of real estate advertising in China. And according to these problems also put forward their own suggestions. This paper also cited a large number of classic real estate advertising cases to study the changes in the way of real estate advertising in China, and then came to a conclusion: with the development of society. The real estate advertisement appeal way continuously guides the new value idea, the life style and the housing idea, also conforms to the audience psychology, the appeal way presents the channel diversification, highly humanized. The characteristics of audience differentiation and implicature.
【學(xué)位授予單位】：重慶工商大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F713.8;F299.23

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本文編號：1401843