长沙市报纸房地产广告实证研究

发布时间：2018-01-18 02:14

本文关键词：长沙市报纸房地产广告实证研究　出处：《湖南大学》2007年硕士论文　论文类型：学位论文

【摘要】： 房地产广告从上世纪八十年代诞生以来,尤其是进入九十年代后,发展态势异常迅猛。在一定意义上讲,这二十几年的城市发展史,是房地产业的成长史,同时也是本土房地产广告的孕育史。报纸广告在房产广告中占据着举足轻重的地位,大约有70%的房产广告发布在报纸媒体上。地域差异、市场状况不同、消费习惯和生活习惯的巨大分别,决定了长沙市本土房产广告有别于北京、广东等发达地区房产广告的独特性。本文采用内容分析法,对《潇湘晨报》、《长沙晚报》这两家长沙市房地产广告投放量最大的报纸进行抽样调查。调研时间跨度为2001年到2006年,每年抽取2、4、6、8、10、12共六个月份,再以五天为间隔抽取一份样本。这样本次研究获得报纸样本总量426份,得到可用于研究的房地产广告837个。对广告样本采用内容分析法进行数据采集后,再通过最新版SPSS软件对获得的数据进行专业分析,最后对长沙市房地产报纸广告策划策略、创意表现策略、投放策略三个方面的特征和变化趋势进行总结,并着力提炼出其内在的发展规律,对长沙房地产广告未来的发展走向进行科学预测。本次研究调查中我们发现:在策划策略上,长沙市报纸房地产广告以满足大众的需求为主,并且日益重视房产品牌效应;在创意表现策略上,长沙市报纸房地产广告注重大制作、大投入、大手笔,理性诉说占据优势;在投放策略上,长沙市报纸房产广告习惯提前投放,并且进行集中轰炸,以取得轰动效果。通过与其他地区的数据对比分析,笔者发现,长沙市报纸房地产广告在理念诉求、画面设计等方面,与北京、广东等房产业发达地区的报纸广告相比,仍有一定的差距,但正沿着后者的发展轨迹逐步向其靠拢。通过对长沙市报纸房地产广告的深入分析,本文希望研究成果能引导长沙市房地产广告更加高效、精准的投放,为长沙市房地产广告健康发展提供有益帮助。
[Abstract]:Since the birth of real estate advertisement in -20s, especially after entering 90s, the development trend is extremely rapid. In a certain sense, the history of urban development of this more than 20 years is the growth history of real estate industry. At the same time, it is also the gestation history of local real estate advertising. Newspaper advertising occupies a pivotal position in real estate advertising. About 70% of the real estate advertisements are published in the newspaper media. The huge difference between consumption habits and living habits determines the uniqueness of the local real estate advertising in Changsha, which is different from that in Beijing, Guangdong and other developed regions. This article adopts the content analysis method to carry on the sample investigation to the "Xiaoxiang Morning Post" and "Changsha Evening News", which are the two newspapers with the largest amount of real estate advertisement in Changsha. The investigation time span is from 2001 to 2006. A total of 426 newspaper samples were collected each year for a total of six months and at intervals of five days. Get 837 real estate advertisements which can be used in the research. After collecting the data by content analysis method, we can use the latest version of SPSS software to analyze the obtained data professionally. Finally, this paper summarizes the characteristics and trends of Changsha real estate newspaper advertising planning strategy, creative performance strategy, investment strategy, and tries to extract its internal development law. To Changsha real estate advertisement future development trend carries on the scientific forecast. In this study, we found that: in the planning strategy, Changsha newspaper real estate advertising mainly to meet the needs of the public, and increasingly attach importance to the real estate brand effect; In the creative performance strategy, Changsha newspaper real estate advertisement pays attention to the big production, the big investment, the big hand, the rational telling occupies the superiority; In the strategy of delivery, Changsha newspaper advertising habits in advance, and centralized bombing to achieve sensational results. Through comparative analysis with other regions, the author found. Changsha newspaper real estate advertising in the concept of demand, screen design and other aspects, with Beijing, Guangdong and other developed areas of housing industry compared with newspaper advertising, there is still a certain gap. But along the latter's development track is gradually close to it. Through the in-depth analysis of Changsha newspaper real estate advertising, this paper hopes that the research results can guide Changsha City real estate advertising more efficient, accurate delivery, and provide useful help for the healthy development of Changsha real estate advertising.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：G219.27-F;F713.8

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