经济新常态下SM公司房地产广告业务营销策略研究

发布时间：2018-06-15 07:08

本文选题：房地产广告 + 营销策略　；参考：《华东理工大学》2017年硕士论文

【摘要】：中国的经济正在稳步进入到崭新的运行轨道。新常态经济已经由结构不断调整期、政策刺激发展期逐渐进入到消化期、稳定期。中国经济的新常态是新的创造和探索,是在昨日经济发展的基础上新的征程。经济新常态下,房地产经济的不断发展并在较大程度上带动了国民经济的发展。随着房地产行业的发展,房地产广告行业也成为众多广告代理商公司的主营业务之一。房地产项目,无论是不同价值的、不同档次的还是不同领域的,均需要通过广告这一直观的形式进行项目内容的充分表达。好的房地产广告的市场效应不可估量,能够引起消费者心理共鸣的同时会增加对宣传项目的关注度,增加了解和购买欲望。对广告代理商公司开展房地产广告业务市场营销提出了更高的要求。本文选取广告代理公司SM公司为研究对象,深入研究探讨其在房地产广告业务的发展现状。总结其发展过程中出现的问题并针对问题提出相应的解决方案。运用PEST、五力模型、SWOT等分析SM公司所在的市场环境和所处的行业现状,结合STP、4P等营销理论,研究经济新常态下SM公司房地产广告业务的营销策略。同时,在制定SM公司房地产广告业务的市场营销策略时,尝试论述无形产品转化为有形化管理的可能性和意义,分析目标市场细分管理的作用。本文所研究有利于包括SM公司在内的代理广告企业进一步取得市场的认同,增加客户源,媒体资源的价值的充分利用,不断扩宽市场。
[Abstract]:China's economy is steadily entering a new orbit. The new normal economy has been adjusted by the structure, and the development period of policy stimulation has gradually entered the digestive period and stable period. The new normal of China's economy is a new creation and exploration, and a new journey on the basis of yesterday's economic development. Under the new normal state of economy, the development of real estate economy drives the development of national economy to a great extent. With the development of real estate industry, real estate advertising industry has become one of the main business of many advertising agencies. Real estate projects, whether they are of different value, different grades or different fields, need to be fully expressed in the form of advertising. The market effect of good real estate advertisement is incalculable, can cause consumer psychological resonance at the same time will increase the attention to the propaganda project, increase understanding and purchase desire. Advertising agencies to carry out real estate advertising business marketing put forward higher requirements. In this paper, the advertising agency company SM is selected as the research object, and the development status of the advertising business in real estate is discussed. Summarize the problems in the process of development and put forward the corresponding solutions to the problems. This paper analyzes the market environment and industry status of SM Company by using pest, five Force Model and SWOT, and studies the marketing strategy of real estate advertising business of SM Company under the new normal state of economy by combining the marketing theory such as STP 4P and so on. At the same time, when formulating the marketing strategy of SM company's real estate advertising business, this paper tries to discuss the possibility and significance of the intangible product transforming into tangible management, and analyzes the function of target market segmentation management. The research in this paper is helpful for the agency advertising enterprises including SM company to gain the market identity, increase the customer source, make full use of the value of the media resources, and expand the market continuously.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.4;F713.8

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