本文關(guān)鍵詞：長沙市報紙房地產(chǎn)廣告實證研究　出處：《湖南大學(xué)》2007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) 報紙廣告 趨勢

【摘要】： 房地產(chǎn)廣告從上世紀八十年代誕生以來,尤其是進入九十年代后,發(fā)展態(tài)勢異常迅猛。在一定意義上講,這二十幾年的城市發(fā)展史,是房地產(chǎn)業(yè)的成長史,同時也是本土房地產(chǎn)廣告的孕育史。報紙廣告在房產(chǎn)廣告中占據(jù)著舉足輕重的地位,大約有70%的房產(chǎn)廣告發(fā)布在報紙媒體上。地域差異、市場狀況不同、消費習(xí)慣和生活習(xí)慣的巨大分別,決定了長沙市本土房產(chǎn)廣告有別于北京、廣東等發(fā)達地區(qū)房產(chǎn)廣告的獨特性。 本文采用內(nèi)容分析法,對《瀟湘晨報》、《長沙晚報》這兩家長沙市房地產(chǎn)廣告投放量最大的報紙進行抽樣調(diào)查。調(diào)研時間跨度為2001年到2006年,每年抽取2、4、6、8、10、12共六個月份,再以五天為間隔抽取一份樣本。這樣本次研究獲得報紙樣本總量426份,得到可用于研究的房地產(chǎn)廣告837個。對廣告樣本采用內(nèi)容分析法進行數(shù)據(jù)采集后,再通過最新版SPSS軟件對獲得的數(shù)據(jù)進行專業(yè)分析,最后對長沙市房地產(chǎn)報紙廣告策劃策略、創(chuàng)意表現(xiàn)策略、投放策略三個方面的特征和變化趨勢進行總結(jié),并著力提煉出其內(nèi)在的發(fā)展規(guī)律,對長沙房地產(chǎn)廣告未來的發(fā)展走向進行科學(xué)預(yù)測。 本次研究調(diào)查中我們發(fā)現(xiàn):在策劃策略上,長沙市報紙房地產(chǎn)廣告以滿足大眾的需求為主,并且日益重視房產(chǎn)品牌效應(yīng);在創(chuàng)意表現(xiàn)策略上,長沙市報紙房地產(chǎn)廣告注重大制作、大投入、大手筆,理性訴說占據(jù)優(yōu)勢;在投放策略上,長沙市報紙房產(chǎn)廣告習(xí)慣提前投放,并且進行集中轟炸,以取得轟動效果。通過與其他地區(qū)的數(shù)據(jù)對比分析,筆者發(fā)現(xiàn),長沙市報紙房地產(chǎn)廣告在理念訴求、畫面設(shè)計等方面,與北京、廣東等房產(chǎn)業(yè)發(fā)達地區(qū)的報紙廣告相比,仍有一定的差距,但正沿著后者的發(fā)展軌跡逐步向其靠攏。 通過對長沙市報紙房地產(chǎn)廣告的深入分析,本文希望研究成果能引導(dǎo)長沙市房地產(chǎn)廣告更加高效、精準的投放,為長沙市房地產(chǎn)廣告健康發(fā)展提供有益幫助。
[Abstract]:Since the birth of real estate advertisement in -20s, especially after entering 90s, the development trend is extremely rapid. In a certain sense, the history of urban development of this more than 20 years is the growth history of real estate industry. At the same time, it is also the gestation history of local real estate advertising. Newspaper advertising occupies a pivotal position in real estate advertising. About 70% of the real estate advertisements are published in the newspaper media. The huge difference between consumption habits and living habits determines the uniqueness of the local real estate advertising in Changsha, which is different from that in Beijing, Guangdong and other developed regions. This article adopts the content analysis method to carry on the sample investigation to the "Xiaoxiang Morning Post" and "Changsha Evening News", which are the two newspapers with the largest amount of real estate advertisement in Changsha. The investigation time span is from 2001 to 2006. A total of 426 newspaper samples were collected each year for a total of six months and at intervals of five days. Get 837 real estate advertisements which can be used in the research. After collecting the data by content analysis method, we can use the latest version of SPSS software to analyze the obtained data professionally. Finally, this paper summarizes the characteristics and trends of Changsha real estate newspaper advertising planning strategy, creative performance strategy, investment strategy, and tries to extract its internal development law. To Changsha real estate advertisement future development trend carries on the scientific forecast. In this study, we found that: in the planning strategy, Changsha newspaper real estate advertising mainly to meet the needs of the public, and increasingly attach importance to the real estate brand effect; In the creative performance strategy, Changsha newspaper real estate advertisement pays attention to the big production, the big investment, the big hand, the rational telling occupies the superiority; In the strategy of delivery, Changsha newspaper advertising habits in advance, and centralized bombing to achieve sensational results. Through comparative analysis with other regions, the author found. Changsha newspaper real estate advertising in the concept of demand, screen design and other aspects, with Beijing, Guangdong and other developed areas of housing industry compared with newspaper advertising, there is still a certain gap. But along the latter's development track is gradually close to it. Through the in-depth analysis of Changsha newspaper real estate advertising, this paper hopes that the research results can guide Changsha City real estate advertising more efficient, accurate delivery, and provide useful help for the healthy development of Changsha real estate advertising.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：G219.27-F;F713.8

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相關(guān)期刊論文 前6條

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本文編號：1438994