我国高端品牌房地产的广告传播策略研究

发布时间：2018-01-30 18:33

本文关键词： 我国高端品牌房地产广告传播策略　出处：《东北师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：1992年以来，伴随着我国城市化进程，房地产业取得了蓬勃的发展。与此相配套的，我国房地产广告也取得了较大的发展，涌现出了一批新兴的专业房地产广告公司。他们在长期的广告创作中吸取经验教训，形成了一些独特的传播策略和传播技巧。这些策略和技巧常常在高端品牌地产楼盘的广告传播中被发挥到极致。因为这些专业房地产广告公司大多成为高端品牌地产的御用组织。因此，本文选择以高端品牌房地产广告为研究的出发点，以期找到适用于大众楼盘的广告传播策略，推动我国房地产广告的发展。本文首先对高端品牌房地产进行概念限定，，指出高端品牌地产是开发商、物业、楼盘三高的统一体，缺任一个都不能称之为高端品牌房地产。并从传播学的视角剖析高端品牌房地产的传播过程及要素，将高端品牌地产的广告传播和普通地产的广告传播区别开来。本文在总结前人房地产广告理论研究的基础上，主要通过内容分析法和案例分析法，对万科、中海、龙湖、金地等知名品牌房地产开发商部分知名楼盘的营销广告进行研究。研究结果表明：高端品牌房地产广告传播的几个环节本身都有自己的特点，为了达成最好的销售效果，广告传播的每一环节都要做到最优化。房地产广告主坚持品牌策略，为销售为口碑打品牌。对于广告本身来说，创意是王道，打动人心的创意来自于前期的消费者调查和市场研究。对于消费者来说，准确的市场定位加上有的放矢的项目打造，才能引起目标消费者的购买欲望。对于传播媒介来说，适合的媒体选择加上针对性的媒体组合是广告投放取得良好效果的基础。总的来说。高端楼盘在广告传播上还是要满足消费者的三个层次需求：数量需求、质量需求、情感需求，只有三个都达到了才算是实现了传播效果。
[Abstract]:Since 1992, with the process of urbanization in China, the real estate industry has made vigorous development. A number of new professional real estate advertising companies have emerged. They have learned lessons from their long-term advertising. A number of unique communication strategies and communication techniques have been developed. These strategies and techniques are often used to the extreme in the advertising dissemination of high-end brand real estate, because most of these professional real estate advertising companies become high-end brands. The royal organization of the estate. This article chooses the high-end brand real estate advertisement as the starting point of the research, in order to find the advertisement dissemination strategy suitable for the mass real estate, promotes the development of the real estate advertisement in our country. This paper first defines the concept of high-end brand real estate, pointing out that high-end brand real estate is a developer, property, real estate three high unity. The lack of any one can not be called high-end brand real estate. And from the perspective of communication analysis of high-end brand real estate transmission process and elements. The advertising spread of high-end brand real estate is distinguished from that of ordinary real estate. On the basis of summarizing the previous theories of real estate advertising, this paper analyzes Vanke mainly through content analysis and case analysis. Zhonghai, Longhu, Jindi and other well-known brand real estate developers part of the well-known real estate marketing advertising research. The results show that: the high-end brand of real estate advertising communication links have their own characteristics, in order to achieve the best sales results. Real estate advertisers insist on brand strategy and brand for sales. For advertising itself, creativity is king. Inspirational ideas come from early consumer research and market research. For consumers, accurate market positioning and targeted projects build. In order to arouse the target consumer's purchase desire. For the media. Suitable media selection plus targeted media mix is the basis for advertising to achieve good results. In general, high-end property in advertising dissemination or to meet the consumer's three levels of demand: demand for quantity. Quality needs, emotional needs, only three to achieve the effect of communication.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.23;F713.8

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