本文選題：房地產(chǎn)品牌 + 廣告策略��； 參考：《華中科技大學》2006年碩士論文

【摘要】： 我國房地產(chǎn)行業(yè)1992年起步,房地產(chǎn)市場化的時間很短,但房地產(chǎn)競爭已經(jīng)歷了四個階段:地段競爭、規(guī)劃競爭、概念競爭、品牌競爭。深圳的房地產(chǎn)業(yè)在全國起步最早,也是中國最早進入品牌競爭時代的代表城市之一。本論文以深圳房地產(chǎn)市場為例,從廣告策略、公關(guān)策略、網(wǎng)絡(luò)傳播三個維度,探討深圳房地產(chǎn)品牌的傳播策略,提出了品牌傳遞六個層次的概念,認為品牌是從形象、商譽、顧客、渠道、視覺、產(chǎn)品這六個層次全方位地逐級傳播,分別通過廣告、公關(guān)、CRM、促銷、設(shè)計、研發(fā)等手段來實現(xiàn)品牌傳播的目的。本文采用實證分析法,主要以深圳招商房地產(chǎn)有限公司(簡稱招商地產(chǎn))為例,詳細地分析了招商地產(chǎn)的品牌支撐體系及其廣告、公關(guān)、網(wǎng)絡(luò)傳播的策略。
[Abstract]:The real estate industry of our country started in 1992, the time of real estate marketization is very short, but the real estate competition has gone through four stages: location competition, planning competition, concept competition and brand competition. Shenzhen's real estate industry is one of the earliest representative cities in China to enter the era of brand competition. This paper takes Shenzhen real estate market as an example, discusses the communication strategy of Shenzhen real estate brand from the three dimensions of advertising strategy, public relations strategy and network communication, and puts forward the concept of six levels of brand transmission, which holds that brand is from image, goodwill, etc. Customer, channel, vision, product, these six levels of omni-directional communication, respectively through advertising, PR CRM, promotion, design, research and development to achieve the purpose of brand communication. This paper takes Shenzhen Merchants Real Estate Co., Ltd. as an example to analyze in detail the brand support system and the strategies of advertising, public relations and network communication.
【學位授予單位】：華中科技大學
【學位級別】：碩士
【學位授予年份】：2006
【分類號】：F293.3

【引證文獻】

相關(guān)碩士學位論文 前2條

1 姚利敏;蘭州市房地產(chǎn)品牌傳播策略研究[D];蘭州大學;2011年

2 孫冬雪;房地產(chǎn)品牌傳播研究[D];黑龍江大學;2012年

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本文編號：1973519