房地产广告媒体组合策略研究

发布时间：2018-01-05 16:26

本文关键词：房地产广告媒体组合策略研究　出处：《苏州大学》2014年硕士论文　论文类型：学位论文

【摘要】：房地产广告是房地产企业市场营销的重要组成部分，通过广告可以传递房地产项目信息，促进房产销售。而广告需要通过广告媒体进行传播，，不同的媒体特点不同，选择媒体的正确与否，将直接影响最终的广告效果，因此研究房地产广告媒体的组合就显得尤为重要，可以指导房地产企业的媒体运作与投放。本文通过分析常用的房地产广告媒体，以及新时期受众的特点，同时综合考虑媒体组合时的影响因素，提出了房地产广告媒体组合的步骤以及媒体组合策略。依据房地产营销的定位来确定广告媒体的总体目标，然后选择媒体的类别，再次选择媒体具体的载具，最后进行组合确定投放的次数以及媒体行程时间的安排。文章还将媒体组合策略引入案例，对ZHSZ公司8号公馆项目进行了案例分析。通过有效的媒体组合，促进房地产项目的销售，进而使企业的营销工作处于优势。
[Abstract]:Real estate advertising is an important part of the marketing of real estate enterprises, through which the information of real estate projects can be transmitted and real estate sales can be promoted. However, advertisements need to be disseminated through advertising media. Different media characteristics, the choice of media is correct or not, will directly affect the final advertising effect, so it is particularly important to study the combination of real estate advertising media. Can guide the real estate enterprise media operation and delivery. This paper analyzes the common real estate advertising media, as well as the characteristics of the audience in the new era, and at the same time comprehensively consider the media combination of the impact factors. Put forward the steps of real estate advertising media combination and media combination strategy. According to the positioning of real estate marketing to determine the overall goal of advertising media, then select the category of media, and choose the media specific vehicle again. Finally, the combination of the number of times and media travel time arrangements. The paper also introduces the media combination strategy into the case. This paper analyzes the case study on the project of No. 8 residence of ZHSZ Company. Through effective media combination, it promotes the sales of real estate projects, and then makes the marketing work of enterprises in the advantage.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.8;F299.23

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