【摘要】：2010年“國十條”之后,國家密集出臺了一系列房地產(chǎn)調(diào)控政策,直至目前中國房地產(chǎn)市場已陷入真正的寒冬期。那么報紙房地產(chǎn)廣告又會陷入怎樣的發(fā)展?fàn)顟B(tài)?本論文采用內(nèi)容分析法,理論結(jié)合實踐,通過探析此次因政策影響下報紙房地產(chǎn)廣告發(fā)展的變化現(xiàn)狀,以了解紙媒房地產(chǎn)廣告發(fā)展的問題,并探討解決的對策,這對研究廣州紙媒房地產(chǎn)廣告的發(fā)展出路、變化及未來趨勢有一定的實踐意義與參考價值。 本文首先,對“國十條”之前《廣州日報》房地產(chǎn)廣告發(fā)展?fàn)顩r進(jìn)行總結(jié)。再對“國十條”之后《廣州日報》四年房地產(chǎn)廣告進(jìn)行抽樣調(diào)查,統(tǒng)計分析其發(fā)展現(xiàn)狀。再次,重點對“國十條”前后《廣州日報》房地產(chǎn)廣告的發(fā)展?fàn)顩r進(jìn)行比較分析,并探討這次變化背后的政策因素。分析結(jié)果得出：房地產(chǎn)廣告目標(biāo)以觀念植入轉(zhuǎn)變?yōu)橐援a(chǎn)品促銷為目標(biāo)；目標(biāo)群體由全國投資者轉(zhuǎn)向廣州本地剛需者；產(chǎn)品定位有轉(zhuǎn)向商業(yè)地產(chǎn)的趨勢；訴求重點由生活品質(zhì)、文化及身份轉(zhuǎn)向價格；報廣投放總量持續(xù)下降,2013年略升等變化,其中,這些策略的變化與政策調(diào)整的關(guān)系比較密切。之后,又分析報紙房地產(chǎn)廣告面對強化政策調(diào)整時存在的問題,并提出建議。最后,筆者對本研究進(jìn)行了總結(jié)及對未來報紙房地產(chǎn)廣告的發(fā)展進(jìn)行展望。
[Abstract]:After 2010, the state has introduced a series of real estate regulation and control policies. Until now, China's real estate market has fallen into a real winter. So what kind of development state will the newspaper real estate advertisement fall into? This paper uses the content analysis method, the theory unifies the practice, through the analysis under the policy influence newspaper real estate advertisement development change present situation, in order to understand the paper medium real estate advertisement development question, and discusses the solution countermeasure, It has certain practical significance and reference value to study the development outlet, change and future trend of Guangzhou paper media real estate advertisement. First of all, this paper summarizes the development of real estate advertising in Guangzhou Daily before the "National Ten". A sampling survey of real estate advertisements in Guangzhou Daily for four years after "the Ten articles of the Nation" was carried out, and the current situation of development was analyzed statistically. Thirdly, the paper makes a comparative analysis of the development of real estate advertising before and after the "National Ten", and probes into the policy factors behind this change. The results show that: the target of real estate advertising has changed from concept placement to product promotion; the target group has shifted from national investors to local rigid demand in Guangzhou; the orientation of real estate products has shifted to commercial real estate; The focus is from quality of life, culture and identity to price; the total amount of broadcast-oriented investment has been declining and rising slightly in 2013, among which, the changes in these strategies are closely related to policy adjustment. After that, the paper analyzes the problems existing in the adjustment of newspaper real estate advertisement, and puts forward some suggestions. Finally, the author summarizes the research and prospects for the future development of newspaper real estate advertising.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F713.8

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本文編號：2369043