我國高端品牌房地產(chǎn)的廣告?zhèn)鞑ゲ呗匝芯?/H1>
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本文關(guān)鍵詞： 我國 高端品牌 房地產(chǎn) 廣告 傳播策略 出處：《東北師范大學(xué)》2014年碩士論文 論文類型：學(xué)位論文
【摘要】：1992年以來，伴隨著我國城市化進程，房地產(chǎn)業(yè)取得了蓬勃的發(fā)展。與此相配套的，我國房地產(chǎn)廣告也取得了較大的發(fā)展，涌現(xiàn)出了一批新興的專業(yè)房地產(chǎn)廣告公司。他們在長期的廣告創(chuàng)作中吸取經(jīng)驗教訓(xùn)，形成了一些獨特的傳播策略和傳播技巧。這些策略和技巧常常在高端品牌地產(chǎn)樓盤的廣告?zhèn)鞑ブ斜话l(fā)揮到極致。因為這些專業(yè)房地產(chǎn)廣告公司大多成為高端品牌地產(chǎn)的御用組織。因此，本文選擇以高端品牌房地產(chǎn)廣告為研究的出發(fā)點，以期找到適用于大眾樓盤的廣告?zhèn)鞑ゲ呗裕苿游覈康禺a(chǎn)廣告的發(fā)展。 本文首先對高端品牌房地產(chǎn)進行概念限定，，指出高端品牌地產(chǎn)是開發(fā)商、物業(yè)、樓盤三高的統(tǒng)一體，缺任一個都不能稱之為高端品牌房地產(chǎn)。并從傳播學(xué)的視角剖析高端品牌房地產(chǎn)的傳播過程及要素，將高端品牌地產(chǎn)的廣告?zhèn)鞑ズ推胀ǖ禺a(chǎn)的廣告?zhèn)鞑^(qū)別開來。本文在總結(jié)前人房地產(chǎn)廣告理論研究的基礎(chǔ)上，主要通過內(nèi)容分析法和案例分析法，對萬科、中海、龍湖、金地等知名品牌房地產(chǎn)開發(fā)商部分知名樓盤的營銷廣告進行研究。 研究結(jié)果表明：高端品牌房地產(chǎn)廣告?zhèn)鞑サ膸讉�環(huán)節(jié)本身都有自己的特點，為了達成最好的銷售效果，廣告?zhèn)鞑サ拿恳画h(huán)節(jié)都要做到最優(yōu)化。房地產(chǎn)廣告主堅持品牌策略，為銷售為口碑打品牌。對于廣告本身來說，創(chuàng)意是王道，打動人心的創(chuàng)意來自于前期的消費者調(diào)查和市場研究。對于消費者來說，準確的市場定位加上有的放矢的項目打造，才能引起目標消費者的購買欲望。對于傳播媒介來說，適合的媒體選擇加上針對性的媒體組合是廣告投放取得良好效果的基礎(chǔ)。總的來說。高端樓盤在廣告?zhèn)鞑ド线�是要滿足消費者的三個層次需求：數(shù)量需求、質(zhì)量需求、情感需求，只有三個都達到了才算是實現(xiàn)了傳播效果。
[Abstract]:Since 1992, with the process of urbanization in China, the real estate industry has made vigorous development. A number of new professional real estate advertising companies have emerged. They have learned lessons from their long-term advertising. A number of unique communication strategies and communication techniques have been developed. These strategies and techniques are often used to the extreme in the advertising dissemination of high-end brand real estate, because most of these professional real estate advertising companies become high-end brands. The royal organization of the estate. This article chooses the high-end brand real estate advertisement as the starting point of the research, in order to find the advertisement dissemination strategy suitable for the mass real estate, promotes the development of the real estate advertisement in our country. This paper first defines the concept of high-end brand real estate, pointing out that high-end brand real estate is a developer, property, real estate three high unity. The lack of any one can not be called high-end brand real estate. And from the perspective of communication analysis of high-end brand real estate transmission process and elements. The advertising spread of high-end brand real estate is distinguished from that of ordinary real estate. On the basis of summarizing the previous theories of real estate advertising, this paper analyzes Vanke mainly through content analysis and case analysis. Zhonghai, Longhu, Jindi and other well-known brand real estate developers part of the well-known real estate marketing advertising research. The results show that: the high-end brand of real estate advertising communication links have their own characteristics, in order to achieve the best sales results. Real estate advertisers insist on brand strategy and brand for sales. For advertising itself, creativity is king. Inspirational ideas come from early consumer research and market research. For consumers, accurate market positioning and targeted projects build. In order to arouse the target consumer's purchase desire. For the media. Suitable media selection plus targeted media mix is the basis for advertising to achieve good results. In general, high-end property in advertising dissemination or to meet the consumer's three levels of demand: demand for quantity. Quality needs, emotional needs, only three to achieve the effect of communication.
【學(xué)位授予單位】：東北師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F299.23;F713.8
【參考文獻】
相關(guān)期刊論文 前6條
1 戚振強,錢雅麗;品牌在房地產(chǎn)市場中的作用[J];北京建筑工程學(xué)院學(xué)報;2000年02期
2 魏昀;;傳播儀式觀視域下的中國房地產(chǎn)廣告解讀[J];廣告大觀(理論版);2011年02期
3 林秀萍;;房地產(chǎn)的媒介策略[J];中國廣告;2004年07期
4 欒淑梅;;淺析房地產(chǎn)品牌策略[J];遼寧行政學(xué)院學(xué)報;2007年09期
5 張啟振;;論房地產(chǎn)品牌打造[J];山西大學(xué)學(xué)報(哲學(xué)社會科學(xué)版);2006年02期
6 李曉兵;汪浩;朱德開;;當(dāng)前房地產(chǎn)業(yè)人才短缺原因的剖析及破解辦法[J];特區(qū)經(jīng)濟;2008年04期
本文編號：1476940
本文鏈接：http://sikaile.net/jingjilunwen/jingjiguanlilunwen/1476940.html
本文關(guān)鍵詞： 我國 高端品牌 房地產(chǎn) 廣告 傳播策略 出處：《東北師范大學(xué)》2014年碩士論文 論文類型：學(xué)位論文
【摘要】：1992年以來，伴隨著我國城市化進程，房地產(chǎn)業(yè)取得了蓬勃的發(fā)展。與此相配套的，我國房地產(chǎn)廣告也取得了較大的發(fā)展，涌現(xiàn)出了一批新興的專業(yè)房地產(chǎn)廣告公司。他們在長期的廣告創(chuàng)作中吸取經(jīng)驗教訓(xùn)，形成了一些獨特的傳播策略和傳播技巧。這些策略和技巧常常在高端品牌地產(chǎn)樓盤的廣告?zhèn)鞑ブ斜话l(fā)揮到極致。因為這些專業(yè)房地產(chǎn)廣告公司大多成為高端品牌地產(chǎn)的御用組織。因此，本文選擇以高端品牌房地產(chǎn)廣告為研究的出發(fā)點，以期找到適用于大眾樓盤的廣告?zhèn)鞑ゲ呗裕苿游覈康禺a(chǎn)廣告的發(fā)展。 本文首先對高端品牌房地產(chǎn)進行概念限定，，指出高端品牌地產(chǎn)是開發(fā)商、物業(yè)、樓盤三高的統(tǒng)一體，缺任一個都不能稱之為高端品牌房地產(chǎn)。并從傳播學(xué)的視角剖析高端品牌房地產(chǎn)的傳播過程及要素，將高端品牌地產(chǎn)的廣告?zhèn)鞑ズ推胀ǖ禺a(chǎn)的廣告?zhèn)鞑^(qū)別開來。本文在總結(jié)前人房地產(chǎn)廣告理論研究的基礎(chǔ)上，主要通過內(nèi)容分析法和案例分析法，對萬科、中海、龍湖、金地等知名品牌房地產(chǎn)開發(fā)商部分知名樓盤的營銷廣告進行研究。 研究結(jié)果表明：高端品牌房地產(chǎn)廣告?zhèn)鞑サ膸讉�環(huán)節(jié)本身都有自己的特點，為了達成最好的銷售效果，廣告?zhèn)鞑サ拿恳画h(huán)節(jié)都要做到最優(yōu)化。房地產(chǎn)廣告主堅持品牌策略，為銷售為口碑打品牌。對于廣告本身來說，創(chuàng)意是王道，打動人心的創(chuàng)意來自于前期的消費者調(diào)查和市場研究。對于消費者來說，準確的市場定位加上有的放矢的項目打造，才能引起目標消費者的購買欲望。對于傳播媒介來說，適合的媒體選擇加上針對性的媒體組合是廣告投放取得良好效果的基礎(chǔ)。總的來說。高端樓盤在廣告?zhèn)鞑ド线�是要滿足消費者的三個層次需求：數(shù)量需求、質(zhì)量需求、情感需求，只有三個都達到了才算是實現(xiàn)了傳播效果。
[Abstract]:Since 1992, with the process of urbanization in China, the real estate industry has made vigorous development. A number of new professional real estate advertising companies have emerged. They have learned lessons from their long-term advertising. A number of unique communication strategies and communication techniques have been developed. These strategies and techniques are often used to the extreme in the advertising dissemination of high-end brand real estate, because most of these professional real estate advertising companies become high-end brands. The royal organization of the estate. This article chooses the high-end brand real estate advertisement as the starting point of the research, in order to find the advertisement dissemination strategy suitable for the mass real estate, promotes the development of the real estate advertisement in our country. This paper first defines the concept of high-end brand real estate, pointing out that high-end brand real estate is a developer, property, real estate three high unity. The lack of any one can not be called high-end brand real estate. And from the perspective of communication analysis of high-end brand real estate transmission process and elements. The advertising spread of high-end brand real estate is distinguished from that of ordinary real estate. On the basis of summarizing the previous theories of real estate advertising, this paper analyzes Vanke mainly through content analysis and case analysis. Zhonghai, Longhu, Jindi and other well-known brand real estate developers part of the well-known real estate marketing advertising research. The results show that: the high-end brand of real estate advertising communication links have their own characteristics, in order to achieve the best sales results. Real estate advertisers insist on brand strategy and brand for sales. For advertising itself, creativity is king. Inspirational ideas come from early consumer research and market research. For consumers, accurate market positioning and targeted projects build. In order to arouse the target consumer's purchase desire. For the media. Suitable media selection plus targeted media mix is the basis for advertising to achieve good results. In general, high-end property in advertising dissemination or to meet the consumer's three levels of demand: demand for quantity. Quality needs, emotional needs, only three to achieve the effect of communication.
【學(xué)位授予單位】：東北師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F299.23;F713.8
【參考文獻】
相關(guān)期刊論文 前6條
1 戚振強,錢雅麗;品牌在房地產(chǎn)市場中的作用[J];北京建筑工程學(xué)院學(xué)報;2000年02期
2 魏昀;;傳播儀式觀視域下的中國房地產(chǎn)廣告解讀[J];廣告大觀(理論版);2011年02期
3 林秀萍;;房地產(chǎn)的媒介策略[J];中國廣告;2004年07期
4 欒淑梅;;淺析房地產(chǎn)品牌策略[J];遼寧行政學(xué)院學(xué)報;2007年09期
5 張啟振;;論房地產(chǎn)品牌打造[J];山西大學(xué)學(xué)報(哲學(xué)社會科學(xué)版);2006年02期
6 李曉兵;汪浩;朱德開;;當(dāng)前房地產(chǎn)業(yè)人才短缺原因的剖析及破解辦法[J];特區(qū)經(jīng)濟;2008年04期
本文編號：1476940
本文鏈接：http://sikaile.net/jingjilunwen/jingjiguanlilunwen/1476940.html
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