基于AISAS模型的房地产企业广告媒体投放策略研究

发布时间：2018-07-20 10:25

【摘要】：媒体是房地产广告传播的重要平台,也是连接房地产商品与消费者受众的纽带。科学合理的媒体投放策略对于提升房地产广告效果、满足消费者需求具有重要意义。随着互联网的发展以及移动互联网时代的到来,消费者媒体接触行为不断呈现出新的变化,进而导致房地产广告媒体投放格局发生变化。与此同时,大数据技术的成熟也使得消费者个性化的媒体接触需求得到了满足。面对消费者媒体接触行为与媒体投放格局的变化,众多房地产企业并没有对当前的媒体投放策略做出有效调整,仍旧依赖传统的营销传播体系和方法论进行广告媒体投放,导致广告预算规模不断增加,但广告投入的性价比却在下滑。通过分析发现,当前房地产企业的广告媒体投放存在着诸多问题,具体包括:目标消费者定位不当,媒体投放缺乏针对性;“消费者本位”理念缺失,媒体选择盲目无序;消费者注意力被分散,媒体组合的传播效率下降;与消费者行为脱节,媒体排期计划缺乏整合等。这些问题在一定程度上阻碍了房地产广告效果的提升与消费者需求的满足。本文以AISAS消费者行为模型为主要理论支撑,综合运用文献研究法、案例分析法、深度访谈法等研究方法,从消费者行为角度对当前房地产企业的广告媒体投放现状与问题进行分析,在此基础上制定出适应新时期消费者媒体接触行为变化的房地产企业广告媒体投放策略,具体包括:以消费者行为洞察为支撑提升媒体投放针对性,以消费者媒体接触习惯为重心优化媒体选择,以消费者行为路径为导向打造多元媒体组合,以AISAS主导的营销周期为轴线调整媒体排期。同时,本文结合中国房地产企业十强碧桂园集团在郑州龙城项目的媒体投放典型案例进行分析,对本文所提出策略的可行性作进一步的论证。通过这些分析与研究,努力探寻一个适应时代发展的新型房地产广告媒体投放策略,为房地产企业进行广告投放提供理论依据和应用策略,促进广告效果的提升与消费者需求的满足。
[Abstract]:Media is an important platform for the dissemination of real estate advertising, and it is also a link between real estate goods and consumers. The scientific and rational media delivery strategy is of great significance to improve the effect of real estate advertising and meet the needs of consumers. With the development of the Internet and the arrival of the era of mobile Internet, the contact behavior of consumer media is not good. At the same time, the mature of the real estate advertising media has changed. At the same time, the maturity of the big data technology has also made the consumer personalized media contact demand satisfied. Facing the changes of the consumer media contact and the media distribution pattern, many real estate enterprises have not put the current media into the media. It is still dependent on the traditional marketing communication system and methodology to carry out the advertising media, which leads to the increase of the advertising budget, but the price ratio of the advertising investment is declining. There is a lack of pertinence in the media delivery, the lack of the concept of "consumer standard", the blind and disordered media selection, the decentralization of the consumer's attention, the decline of the communication efficiency of the media combination, the disjunction with the consumer behavior, the lack of integration of the media scheduling plan, etc. these problems have hindered the promotion of the effect of real estate advertising and the needs of consumers in a certain range. In this paper, based on the AISAS consumer behavior model as the main theoretical support, comprehensive use of literature research, case analysis, depth interview and other research methods, from the perspective of consumer behavior, the current situation and problems of the advertising media in real estate enterprises are analyzed. On this basis, the consumer media adaptation in the new period is formulated. The strategies of advertising media delivery in real estate enterprises with change of behavior include: taking consumer behavior insight as the support to improve the media targeting, optimizing media selection with consumer media contact habits as the center of gravity, creating multiple media combinations based on the consumer behavior path, and adjusting the media on the axis of AISAS dominated marketing cycle. At the same time, this paper, based on the analysis of the typical cases of the media launch of the top ten Chinese real estate company in Longcheng project in Zhengzhou, makes a further demonstration of the feasibility of the proposed strategy. Through these analyses and studies, we try to find a new strategy for the new real estate advertising media to adapt to the development of the times, Real estate enterprises provide theoretical basis and application strategies for advertising, and promote the improvement of advertising effectiveness and the satisfaction of consumers' needs.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;F299.233.4;F713.8

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