本文選題：房地產(chǎn)企業(yè) + 廣告��； 參考：《華東師范大學(xué)》2010年碩士論文

【摘要】： 自從我國城鎮(zhèn)住房制度改革以來,房地產(chǎn)行業(yè)取得了前所未有的發(fā)展,儼然成為國民經(jīng)濟的重要產(chǎn)業(yè)之一,對拉動國民經(jīng)濟的發(fā)展和促進人民生活水平的提高,做出了巨大的貢獻。與此同時,房地產(chǎn)廣告也空前繁榮,房地產(chǎn)企業(yè)紛紛將廣告作為提高經(jīng)營績效和企業(yè)競爭力的重要手段。但是,大量的廣告投入是否有效果呢,本文旨在研究房地產(chǎn)企業(yè)的廣告行為對經(jīng)營績效的影響,以探討房地產(chǎn)行業(yè)巨額廣告投入的有效性和必要性所在。 本文研究了房地產(chǎn)廣告和企業(yè)經(jīng)營績效評價理論,概述了房地產(chǎn)企業(yè)廣告行為,并在理論研究的基礎(chǔ)上,從房地產(chǎn)行業(yè)廣告投放的角度,以2008年滬深兩市的73家樣本房地產(chǎn)企業(yè)為研究對象,通過建立計量經(jīng)濟模型,采用回歸分析和聚類分析等方法,采用理論研究與實證研究相結(jié)合、定性分析和定量分析互為補充的方式,研究房地產(chǎn)企業(yè)廣告行為與經(jīng)營績效的關(guān)系,并得出一定的研究結(jié)論。 本文共分為五章,主要內(nèi)容如下： 第一章,緒論,論述本文研究背景、研究目的和意義、文獻簡述以及文章結(jié)構(gòu)安排。其中,文獻簡述中,簡要介紹了目前對廣告訴求、廣告銷售效果評價和房地產(chǎn)企業(yè)經(jīng)營績效評價的相關(guān)研究成果,并簡要評論。 第二章,廣告和企業(yè)經(jīng)營績效的理論研究,主要闡述了產(chǎn)業(yè)組織學(xué)領(lǐng)域中對廣告和策略性行為的相關(guān)理論,介紹了常用的廣告銷售效果評價方法,并對相關(guān)理論研究做了簡要評價。其中,產(chǎn)業(yè)組織學(xué)領(lǐng)域中對廣告和策略性行為的相關(guān)理論,包括多夫曼-斯坦納條件,廣告與市場結(jié)構(gòu)的關(guān)系,廣告的福利效應(yīng)以及廣告對營造產(chǎn)品差異化的影響等。廣告銷售效果的評價方法,則包括廣告費用指標、廣告效益指標、廣告彈性指標、市場競爭力指標、廣告效果指數(shù)、相關(guān)系數(shù)和盈虧平衡點法等。 第三章,概述了房地產(chǎn)開發(fā)企業(yè)廣告行為,包括房地產(chǎn)廣告定義及基本屬性劃分,房地產(chǎn)廣告的作用,房地產(chǎn)廣告投放現(xiàn)狀以及房地產(chǎn)廣告行為構(gòu)成要素等。房地產(chǎn)廣告屬性劃分的角度有：產(chǎn)品特征、投放媒介和廣告目的等。房地產(chǎn)廣告的作用包括：①提供房地產(chǎn)信息；②促進購買；③增強房地產(chǎn)產(chǎn)品差異化；④提升企業(yè)品牌形象。房地產(chǎn)廣告投放目前存在的特點有：①區(qū)域性明顯；②多選擇能夠后反復(fù)閱讀的媒體；③投放量巨大；④表現(xiàn)方式多樣化。房地產(chǎn)廣告的構(gòu)成要素包括：投放媒介、投放強度、投放頻率、投放時點和廣告內(nèi)容等。 第四章,建立計量經(jīng)濟模型,定量分析研究房地產(chǎn)廣告對企業(yè)經(jīng)營績效的影響。包括模型設(shè)計、數(shù)據(jù)來源說明、假說以及對實證結(jié)果的分析等。在實證分析的基礎(chǔ)上,建立了房地產(chǎn)企業(yè)的廣告-銷售模型,對于房地產(chǎn)企業(yè)的廣告決策,具有一定的參考意義。 第五章,在以上定性和定量研究的基礎(chǔ)上,提出本文的研究結(jié)論：(1)房地產(chǎn)市場行情越差,房地產(chǎn)企業(yè)廣告投入越多,但大量廣告投入,對企業(yè)經(jīng)營績效的提高,幾乎沒有效果。(2)房地產(chǎn)行業(yè)廣告存在過剩,造成了一定社會資源的浪費。(3)在房地產(chǎn)市場蕭條期,單個房地產(chǎn)企業(yè)適量的廣告投入即使沒有促進利潤的提高,也仍有其積極意義。另外,本章還指明了本文的創(chuàng)新之處和不足之處,為后續(xù)研究提供方向。
[Abstract]:Since the reform of the urban housing system in China, the real estate industry has made unprecedented development. It has become one of the important industries in the national economy. It has made great contributions to the development of the national economy and the improvement of the people's living standard. At the same time, the real estate advertising is also unprecedentedly prosperous, and the real estate enterprises are going to be widely used. It is an important means to improve the performance and competitiveness of the business. However, whether a large number of advertising inputs have effect, this paper aims to study the effect of advertising behavior on the performance of the real estate companies in order to explore the effectiveness and necessity of the huge investment in the real estate industry.
This paper studies the theory of real estate advertising and enterprise management performance evaluation, summarizes the advertising behavior of real estate enterprises, and on the basis of theoretical research, from the angle of advertising in the real estate industry, taking the 73 sample real estate enterprises in two cities and Shanghai and Shenzhen in 2008 as the research object, through the establishment of econometric model, the regression analysis and clustering are adopted. Analysis and other methods, using the combination of theoretical research and empirical research, qualitative analysis and quantitative analysis to complement each other, study the relationship between the advertising behavior of real estate enterprises and the performance of business, and get some research conclusions.
This article is divided into five chapters. The main contents are as follows:
The first chapter, the introduction, discusses the background of this study, the purpose and significance of the research, the description of the literature and the arrangement of the structure of the article. In the literature brief, it briefly introduces the results of the related research on advertising appeal, the effect evaluation of advertising sales and the performance evaluation of real estate enterprises, and briefly reviews the results.
The second chapter, the theoretical study of advertising and business performance, mainly expounds the related theories of advertising and strategic behavior in the field of industrial histology, introduces the commonly used methods for evaluating the effect of advertising sales, and gives a brief evaluation of the related theoretical research. On the basis of the multi fman Steiner condition, the relationship between advertising and market structure, the welfare effect of advertising and the effect of advertising on the differentiation of products. The evaluation methods of advertising sales effect include the advertising cost index, the advertising efficiency index, the advertising flexibility index, the market competitiveness index, the advertising effect index, the correlation coefficient and the profit and loss. Equilibrium point method, etc.
The third chapter outlines the advertising behavior of real estate development enterprises, including the definition and basic property division of real estate advertising, the role of real estate advertising, the status of real estate advertising and the elements of real estate advertising. The property of real estate advertising is divided into the characteristics of product, the media and advertising purposes. The functions include: (1) providing real estate information; (2) promoting purchase; (3) enhancing the differentiation of real estate products; (4) improving the brand image of the enterprise. The existing characteristics of the real estate advertising are: (1) obvious regional; (2) the selection of the media that can be read again and again; (3) the large amount of delivery; (4) the diversification of the performance and the wide range of real estate. The elements of the announcement include: putting in the media, putting in intensity, putting in frequency, putting in time and advertising content, etc.
In the fourth chapter, we set up a econometric model to quantitatively analyze the impact of real estate advertising on business performance. It includes model design, data source description, hypothesis and analysis of empirical results. On the basis of empirical analysis, the advertising sales model of real estate enterprises is established. Reference significance.
The fifth chapter, on the basis of the above qualitative and quantitative research, put forward the conclusions of this paper: (1) the worse the real estate market, the more advertising investment in real estate enterprises, but a large number of advertising investment, the improvement of business performance almost has no effect. (2) there is a surplus of real estate advertising, resulting in a certain waste of social resources. (3) In the depression period of the real estate market, the proper amount of advertising input from a single real estate enterprise still has its positive significance even if it does not promote the increase of profit. In addition, this chapter also points out the innovation and shortcomings of this article, and provides the direction for the follow-up research.
【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F293.3;F713.8;F224

【引證文獻】

相關(guān)碩士學(xué)位論文 前3條

1 張超;廣告投入與汽車銷量相關(guān)性的實證研究[D];蘇州大學(xué);2011年

2 郗浩紅;西安市房地產(chǎn)廣告?zhèn)鞑ペ厔菅芯縖D];西北大學(xué);2013年

3 臧真;上市公司廣告、研發(fā)支出對財務(wù)績效的影響研究[D];安徽大學(xué);2013年

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本文編號：2079042