公共关系在房地产营销中的偏向性研究

发布时间：2018-01-13 06:18

  本文关键词：公共关系在房地产营销中的偏向性研究　出处：《西北大学》2017年硕士论文　论文类型：学位论文

  更多相关文章： 房地产 公关 广告 公关营销 偏向性

【摘要】：房地产企业内部对营销管理职能的高度倚重,决定了其多元、复杂、立体的营销特征;而外部宏观政策的不稳定与白热化的市场竞争环境,也迫使越来越多的房地产企业不断深化、细化着营销推广的策略。房地产业态多年来持续升温,却鲜有人关注到营销实践中对公共关系工具的利用情形。房地产营销中的公共关系活动,既是一种富有价值的营销手段或技巧,在学理上也可看做是两种学科或理论的交叉形态。此类活动得以产生和存在的前提为何?公共关系如何渗入到房地产营销活动?从以上基本问题出发,笔者考察了公共关系在房地产营销中的功能和运作方式,继而引出了更为基本的理论归属问题:作为一种模糊意义上的交叉活动,房地产营销中的公共关系在营销与公关的两端中是否能保持平衡?笔者的假定是,由于房地产营销活动的特殊性,房地产营销活动中的公共关系受营销目标的影响,发生了明显的偏向性。本文即试图通过对上述问题的回应,基于公共关系学和市场营销学的视角,对公共关系融入房地产市场营销的方式以及相融后的特点进行了分析,探讨了这一过程的偏向性问题。为此,首先在市场营销学的理论视阈中,探讨房地产营销与公关得以融合的基本前提,并列举了房地产营销活动中常用的公关.工具。在以上基础上,用“公关营销”来代替“营销公关”一词,使得房地产营销中的公共关系活动在概念上进一步明晰化,用以指称房地产营销与公共关系汇合形成的新形式。接下来,本文指出了公关与营销作为两种理论和观念的根本分歧,并在以上分歧的基础上,厘清了房地产公关营销在本质属性上的偏向性,从而明确了公关营销的性质。而在考察房地产营销中的公关传播过程和活动形式的基础上,笔者发现了房地产营销中公关的广告偏向问题,即广告吸收公关、广告包容公关形成的一体化营销传播策略。因此,本文所说的偏向性实际体现在以下两个层面:既是房地产公关营销在本质属性上对传统营销的偏离、对传统公关的异化,也是房地产营销中的公共关系,在整合营销传播的视角下表现出对广告的偏向;既是作为一种理念的偏向,也是作为一种工具的偏向。相应地,笔者反思了房地产营销中公关的偏向性所产生的主要问题,即明显的功利性倾向,并从驱动方向、管理架构及代理制度三个方面给出了房地产营销中公关策略的具体改进建议。本文试图从理论与实践两个维度进行探究,其中溯源性、逻辑性的理论分析决定了基本的论述方向,而对活动案例、访谈等多维度的实践素材的采用,则是希望借助应用性研究的视角来实现对本文观点的进一步补充和深化。本文一方面是对相关理论空白点或模糊点的梳理,另一方面也旨在给出相应的具有实操性的产业技术路线改进建议。
[Abstract]:The interior of the real estate enterprise relies heavily on the function of marketing management, which determines its pluralistic, complex and three-dimensional marketing characteristics. The instability of the external macro policy and the fierce market competition environment also force more and more real estate enterprises to deepen and refine the marketing promotion strategy. The real estate industry has been heating up for many years. However, few people pay attention to the use of public relations tools in marketing practice. Public relations activities in real estate marketing are both a valuable marketing means or techniques. Academically, it can also be seen as an intersecting form of two disciplines or theories. What are the preconditions for the emergence and existence of such activities? How does the public relations infiltrate into the real estate marketing activities? From the above basic issues, the author examines the public relations in the real estate marketing function and operation mode, and then leads to a more basic theoretical attribution: as a vague sense of cross-activities. Can the public relations in real estate marketing keep a balance between the two ends of marketing and public relations? The author assumes that, because of the particularity of the real estate marketing activities, the public relations in the real estate marketing activities are influenced by the marketing objectives and have obvious bias. Based on the perspective of public relations and marketing, this paper analyzes the ways of the integration of public relations into the real estate marketing and the characteristics of the integration, and probes into the bias of this process. First of all, in the theoretical perspective of marketing, this paper discusses the basic premise of the integration of real estate marketing and public relations, and enumerates the public relations tools commonly used in real estate marketing activities. The use of "public relations marketing" to replace the word "marketing public relations" makes the public relations activities in real estate marketing in the concept of further clarity. Next, this paper points out the fundamental differences between public relations and public relations as two theories and concepts, and on the basis of the above differences. It clarifies the bias of the real estate public relations marketing in the nature of attribute, and then clarifies the nature of the public relations marketing, and on the basis of investigating the public relations communication process and the activity form in the real estate marketing. The author found the problem of advertising bias in the real estate marketing, that is, the advertising absorbs the public relations, the advertising contains the public relations to form the integrated marketing communication strategy. The bias mentioned in this paper is reflected in the following two levels: it is the deviation from the traditional marketing in essence, the alienation of the traditional public relations, and the public relations in the real estate marketing. In the perspective of integrated marketing communication, it shows the bias to advertising; It is not only a kind of idea bias, but also a tool bias. Accordingly, the author reflects on the main problem of PR bias in real estate marketing, that is, the obvious utilitarian tendency. And from the driving direction, management structure and agency system three aspects of the real estate marketing public relations strategy in the specific improvement suggestions. This paper attempts to explore from the theory and practice of two dimensions, which traceability. Logical theoretical analysis determines the basic direction of discussion, and the use of multi-dimensional practical materials such as activity cases, interviews and so on. It is hoped to use the perspective of application research to further supplement and deepen the point of view. On the one hand, this paper is to sort out the blank or fuzzy points of relevant theories. On the other hand, it also aims to give the corresponding industrial technical route improvement suggestions.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.23;C912.3
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本文编号：1417816