發(fā)布時(shí)間：2018-01-13 06:18

  本文關(guān)鍵詞：公共關(guān)系在房地產(chǎn)營(yíng)銷中的偏向性研究　出處：《西北大學(xué)》2017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) 公關(guān) 廣告 公關(guān)營(yíng)銷 偏向性

【摘要】：房地產(chǎn)企業(yè)內(nèi)部對(duì)營(yíng)銷管理職能的高度倚重,決定了其多元、復(fù)雜、立體的營(yíng)銷特征;而外部宏觀政策的不穩(wěn)定與白熱化的市場(chǎng)競(jìng)爭(zhēng)環(huán)境,也迫使越來(lái)越多的房地產(chǎn)企業(yè)不斷深化、細(xì)化著營(yíng)銷推廣的策略。房地產(chǎn)業(yè)態(tài)多年來(lái)持續(xù)升溫,卻鮮有人關(guān)注到營(yíng)銷實(shí)踐中對(duì)公共關(guān)系工具的利用情形。房地產(chǎn)營(yíng)銷中的公共關(guān)系活動(dòng),既是一種富有價(jià)值的營(yíng)銷手段或技巧,在學(xué)理上也可看做是兩種學(xué)科或理論的交叉形態(tài)。此類活動(dòng)得以產(chǎn)生和存在的前提為何?公共關(guān)系如何滲入到房地產(chǎn)營(yíng)銷活動(dòng)?從以上基本問(wèn)題出發(fā),筆者考察了公共關(guān)系在房地產(chǎn)營(yíng)銷中的功能和運(yùn)作方式,繼而引出了更為基本的理論歸屬問(wèn)題:作為一種模糊意義上的交叉活動(dòng),房地產(chǎn)營(yíng)銷中的公共關(guān)系在營(yíng)銷與公關(guān)的兩端中是否能保持平衡?筆者的假定是,由于房地產(chǎn)營(yíng)銷活動(dòng)的特殊性,房地產(chǎn)營(yíng)銷活動(dòng)中的公共關(guān)系受營(yíng)銷目標(biāo)的影響,發(fā)生了明顯的偏向性。本文即試圖通過(guò)對(duì)上述問(wèn)題的回應(yīng),基于公共關(guān)系學(xué)和市場(chǎng)營(yíng)銷學(xué)的視角,對(duì)公共關(guān)系融入房地產(chǎn)市場(chǎng)營(yíng)銷的方式以及相融后的特點(diǎn)進(jìn)行了分析,探討了這一過(guò)程的偏向性問(wèn)題。為此,首先在市場(chǎng)營(yíng)銷學(xué)的理論視閾中,探討房地產(chǎn)營(yíng)銷與公關(guān)得以融合的基本前提,并列舉了房地產(chǎn)營(yíng)銷活動(dòng)中常用的公關(guān).工具。在以上基礎(chǔ)上,用“公關(guān)營(yíng)銷”來(lái)代替“營(yíng)銷公關(guān)”一詞,使得房地產(chǎn)營(yíng)銷中的公共關(guān)系活動(dòng)在概念上進(jìn)一步明晰化,用以指稱房地產(chǎn)營(yíng)銷與公共關(guān)系匯合形成的新形式。接下來(lái),本文指出了公關(guān)與營(yíng)銷作為兩種理論和觀念的根本分歧,并在以上分歧的基礎(chǔ)上,厘清了房地產(chǎn)公關(guān)營(yíng)銷在本質(zhì)屬性上的偏向性,從而明確了公關(guān)營(yíng)銷的性質(zhì)。而在考察房地產(chǎn)營(yíng)銷中的公關(guān)傳播過(guò)程和活動(dòng)形式的基礎(chǔ)上,筆者發(fā)現(xiàn)了房地產(chǎn)營(yíng)銷中公關(guān)的廣告偏向問(wèn)題,即廣告吸收公關(guān)、廣告包容公關(guān)形成的一體化營(yíng)銷傳播策略。因此,本文所說(shuō)的偏向性實(shí)際體現(xiàn)在以下兩個(gè)層面:既是房地產(chǎn)公關(guān)營(yíng)銷在本質(zhì)屬性上對(duì)傳統(tǒng)營(yíng)銷的偏離、對(duì)傳統(tǒng)公關(guān)的異化,也是房地產(chǎn)營(yíng)銷中的公共關(guān)系,在整合營(yíng)銷傳播的視角下表現(xiàn)出對(duì)廣告的偏向;既是作為一種理念的偏向,也是作為一種工具的偏向。相應(yīng)地,筆者反思了房地產(chǎn)營(yíng)銷中公關(guān)的偏向性所產(chǎn)生的主要問(wèn)題,即明顯的功利性傾向,并從驅(qū)動(dòng)方向、管理架構(gòu)及代理制度三個(gè)方面給出了房地產(chǎn)營(yíng)銷中公關(guān)策略的具體改進(jìn)建議。本文試圖從理論與實(shí)踐兩個(gè)維度進(jìn)行探究,其中溯源性、邏輯性的理論分析決定了基本的論述方向,而對(duì)活動(dòng)案例、訪談等多維度的實(shí)踐素材的采用,則是希望借助應(yīng)用性研究的視角來(lái)實(shí)現(xiàn)對(duì)本文觀點(diǎn)的進(jìn)一步補(bǔ)充和深化。本文一方面是對(duì)相關(guān)理論空白點(diǎn)或模糊點(diǎn)的梳理,另一方面也旨在給出相應(yīng)的具有實(shí)操性的產(chǎn)業(yè)技術(shù)路線改進(jìn)建議。
[Abstract]:The interior of the real estate enterprise relies heavily on the function of marketing management, which determines its pluralistic, complex and three-dimensional marketing characteristics. The instability of the external macro policy and the fierce market competition environment also force more and more real estate enterprises to deepen and refine the marketing promotion strategy. The real estate industry has been heating up for many years. However, few people pay attention to the use of public relations tools in marketing practice. Public relations activities in real estate marketing are both a valuable marketing means or techniques. Academically, it can also be seen as an intersecting form of two disciplines or theories. What are the preconditions for the emergence and existence of such activities? How does the public relations infiltrate into the real estate marketing activities? From the above basic issues, the author examines the public relations in the real estate marketing function and operation mode, and then leads to a more basic theoretical attribution: as a vague sense of cross-activities. Can the public relations in real estate marketing keep a balance between the two ends of marketing and public relations? The author assumes that, because of the particularity of the real estate marketing activities, the public relations in the real estate marketing activities are influenced by the marketing objectives and have obvious bias. Based on the perspective of public relations and marketing, this paper analyzes the ways of the integration of public relations into the real estate marketing and the characteristics of the integration, and probes into the bias of this process. First of all, in the theoretical perspective of marketing, this paper discusses the basic premise of the integration of real estate marketing and public relations, and enumerates the public relations tools commonly used in real estate marketing activities. The use of "public relations marketing" to replace the word "marketing public relations" makes the public relations activities in real estate marketing in the concept of further clarity. Next, this paper points out the fundamental differences between public relations and public relations as two theories and concepts, and on the basis of the above differences. It clarifies the bias of the real estate public relations marketing in the nature of attribute, and then clarifies the nature of the public relations marketing, and on the basis of investigating the public relations communication process and the activity form in the real estate marketing. The author found the problem of advertising bias in the real estate marketing, that is, the advertising absorbs the public relations, the advertising contains the public relations to form the integrated marketing communication strategy. The bias mentioned in this paper is reflected in the following two levels: it is the deviation from the traditional marketing in essence, the alienation of the traditional public relations, and the public relations in the real estate marketing. In the perspective of integrated marketing communication, it shows the bias to advertising; It is not only a kind of idea bias, but also a tool bias. Accordingly, the author reflects on the main problem of PR bias in real estate marketing, that is, the obvious utilitarian tendency. And from the driving direction, management structure and agency system three aspects of the real estate marketing public relations strategy in the specific improvement suggestions. This paper attempts to explore from the theory and practice of two dimensions, which traceability. Logical theoretical analysis determines the basic direction of discussion, and the use of multi-dimensional practical materials such as activity cases, interviews and so on. It is hoped to use the perspective of application research to further supplement and deepen the point of view. On the one hand, this paper is to sort out the blank or fuzzy points of relevant theories. On the other hand, it also aims to give the corresponding industrial technical route improvement suggestions.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F299.23;C912.3
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本文編號(hào)：1417816