【摘要】： 樓書設(shè)計(jì)作為促銷宣傳品設(shè)計(jì)的一支，以往只重視其表面化的功能而對(duì)其本身缺乏理論系統(tǒng)的研究，甚至是一個(gè)空白。樓書設(shè)計(jì)進(jìn)入我國(guó)的時(shí)間比較晚，但是發(fā)展迅猛。隨著我國(guó)經(jīng)濟(jì)建設(shè)的進(jìn)程，人們對(duì)房地產(chǎn)開(kāi)發(fā)的日益追捧，全國(guó)各大城市的房地產(chǎn)開(kāi)發(fā)量不斷增大，對(duì)房地產(chǎn)項(xiàng)目的整體策劃、定位與設(shè)計(jì)變得越來(lái)越重要，與此同時(shí)，也對(duì)作為宣傳房地產(chǎn)項(xiàng)目的樓書提出了更高的要求。設(shè)計(jì)優(yōu)良的樓書可以補(bǔ)充大眾媒體諸如電視、廣播、雜志、報(bào)紙宣傳的不足，例如沒(méi)有時(shí)間接受視聽(tīng)媒體廣告，不能方便獲取完整的，具體的銷售信息等。樓書可以相對(duì)靈活的進(jìn)行綜合性或針對(duì)性的設(shè)計(jì)，以達(dá)到信息傳播的細(xì)節(jié)性和完整性的目的。另一方面消費(fèi)者通過(guò)樓書這個(gè)窗口可以根據(jù)自己的需要，主動(dòng)的放棄或選擇樓書中的廣告信息，最終達(dá)到或者促進(jìn)開(kāi)發(fā)商銷售樓盤的目的。 本質(zhì)上來(lái)看，樓書就是一名銷售員。對(duì)于一些公司來(lái)說(shuō)，設(shè)計(jì)一本樓書就是他們所擁有的唯一的銷售力量。但對(duì)多數(shù)商家而言，樓書僅僅只是他們銷售攻勢(shì)的第一波。而無(wú)論采用任何一種方式，都必須表達(dá)一種意見(jiàn)，一種為了使它更為有效的勸服消費(fèi)者購(gòu)買或改變行為的引人注目的意見(jiàn)。如果我們把開(kāi)發(fā)商開(kāi)發(fā)的一個(gè)樓盤看成是一件商品，那么這件商品就需要通過(guò)銷售來(lái)為開(kāi)發(fā)商獲取利潤(rùn)。樓書是樓盤銷售信息的集合，，它主要面對(duì)的是消費(fèi)者。同樣的道理我們把整個(gè)樓盤開(kāi)發(fā)看做是一個(gè)促銷過(guò)程的話，那么在整個(gè)促銷過(guò)程中樓書起著重要的載體作用。而作為促銷載體的樓書，本身的設(shè)計(jì)性就凸顯重要起來(lái)。這關(guān)系到設(shè)計(jì)的樓書可否帶來(lái)樓盤很好的銷售量。也就直接關(guān)系到樓盤開(kāi)發(fā)商切身的經(jīng)濟(jì)利益和投資回報(bào)。因此樓書這件小小的印刷品起著重要的促銷作用。 從樓書外在形態(tài)上來(lái)看，現(xiàn)在制作的樓書可以說(shuō)是千奇百怪，花樣翻新。形狀也有很多種。在開(kāi)本頁(yè)碼、結(jié)構(gòu)切割、紙張的選擇、印刷等方式上也相對(duì)獨(dú)立自由。 本文一方面通過(guò)對(duì)樓書這種促銷宣傳品的系統(tǒng)論述來(lái)說(shuō)明現(xiàn)代樓書設(shè)計(jì)性質(zhì)、目的、作用。另一方面也提出了現(xiàn)階段樓書設(shè)計(jì)出現(xiàn)的不少問(wèn)題。如今的某些樓書已經(jīng)不僅僅在解釋樓盤，或者說(shuō)有的樓書根本就已經(jīng)失去了解釋樓盤的功能，尤其是一些高檔項(xiàng)目的樓書，更是一本比一本制作精良。捧在手里象一本精裝的文化名著，讓人受寵若驚。而翻開(kāi)后就會(huì)發(fā)現(xiàn)，這樣的樓書往往都是裝幀異常精美，內(nèi)容空洞無(wú)物。 樓書應(yīng)該就是讓讀者通過(guò)閱讀，全面了解樓盤的一種讀物。它的形式可以是精美的，但它的內(nèi)容也應(yīng)該是實(shí)在的。然而，翻開(kāi)現(xiàn)在的樓書，里面卻總是會(huì)有很多不知所云的圖畫撲面而來(lái)令人不知所措。這些都是需要設(shè)計(jì)者吸取的不足之處。
[Abstract]:As one of the promotional materials design, the design of building book only attached importance to its superficial function and lacked the theoretical systematic research, even a blank. The design of the building book entered our country late, but the rapid development. With the process of economic construction in our country, people are pursuing the development of real estate day by day, and the amount of real estate development in the major cities of the country is increasing, so it is more and more important to plan, locate and design the real estate project as a whole, at the same time, Also for the promotion of real estate projects as the book put forward a higher request. Well-designed building books can supplement the shortcomings of mass media such as television, radio, magazines, newspapers, such as not having time to accept audio-visual media advertising, and can not easily obtain complete, specific sales information. Building books can be relatively flexible for comprehensive or targeted design, in order to achieve the details and integrity of the purpose of information dissemination. On the other hand, consumers can give up or choose the advertising information according to their own needs, and finally achieve or promote the purpose of developers selling real estate. In essence, the book is a salesman. For some companies, designing a book is the only sales force they have. But for most businesses, building books are just the first wave of their sales offensive. Either way, an opinion must be expressed, a compelling opinion to make it more effective in persuading consumers to buy or change their behavior. If we consider a building developed by a developer as a commodity, then the product needs to be sold to make a profit for the developer. Floor book is the collection of real estate sales information, it is mainly faced with consumers. In the same way, we regard the whole property development as a promotion process, then in the whole promotion process floor books play an important role in the carrier. As a sales promotion carrier, the design of the book itself highlights the importance. This is related to the design of the book can bring good sales of the building. Also directly related to the real estate developer's immediate economic interests and return on investment. So the little print book plays an important role in promoting sales. From the outside form of the building book, now the building book can be said to be strange, in retrofit. There are also many shapes. In the open page number, structure cutting, paper selection, printing and other methods are relatively independent. On the one hand, this paper explains the design nature, purpose and function of modern building books by systematically discussing the promotional materials. On the other hand, it also puts forward a lot of problems in the design of building books at this stage. Some of today's books have not only explained the real estate, or some have lost the function of explaining the building, especially some high-end projects of the book, but also a better than a book. Holding in hand like a hard-bound cultural masterpiece, people are flattered. And will discover after opening, such building book is bound beautifully often, content is empty. The building book should let the reader through the reading, comprehensive understanding of the real estate a reading. Its form may be exquisite, but its content should also be real. However, open the present building books, there will always be a lot of unintelligible pictures coming at a loss. These are the deficiencies that need to be absorbed by designers.
【學(xué)位授予單位】：四川大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2007
【分類號(hào)】：F293.3

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 陳芳;;平面樓書設(shè)計(jì)的問(wèn)題研究——以徐州房地產(chǎn)樓書設(shè)計(jì)為切入點(diǎn)[J];藝術(shù)與設(shè)計(jì)(理論);2009年12期

相關(guān)碩士學(xué)位論文 前1條

1 劉艷飛;90年代以來(lái)我國(guó)房地產(chǎn)報(bào)紙廣告設(shè)計(jì)的發(fā)展研究[D];蘇州大學(xué);2010年

本文編號(hào)：2201800