西安GK房产广告媒体策略优化研究

发布时间：2018-05-30 10:47

本文选题：GK房产 + 广告媒体策略　；参考：《西北大学》2012年硕士论文

【摘要】：房地产广告媒体是依附于房地产这种特定商品的信息传播载体,它的设计思路、投放路径、策略使用以及费用预算必须要与房地产业的发展相适应并受到其波动的消极影响。近年来,由于中国房地产市场的泡沫,受到政策的持续性压制,房地产这种特定商品从热销变为滞销,受此影响,传统的房地产广告策略所产生的效果大打折扣,这也暴露出传统广告媒体策略缺乏应变、自我调整和顺势而为的敏感性和主动性。中国房地产业在中国城市化的进程中不可或缺,政策导向也是不要泡沫的健康发展,有鉴于此,房地产的广告策略应重新设计,在贴近市场,贴近消费者的基础上,改变传统广告策略的商品宣传、灌输、诱惑思路,使广告策略回归沟通和协商的平和主张。本文以中国房地产的市场遭遇以及依附于房地产的广告媒体的市场表现为研究背景,以广告媒体策略相关理论为研究基础,对西安GK房产广告媒体策略执行现状以及存在问题进行反思,通过对现阶段GK房产的营销环境、营销策略、目标消费者等因素进行定量和定性分析,总结媒体策略优化的思路和方向,在此基础上,结合广告媒体作业实际,设计了GK房产广告媒体策略的优化方案。希望本文的研究成果对GK房产以及本土地产商的广告媒体策略优化有一定的借鉴意义。
[Abstract]:Real estate advertising media is a carrier of information dissemination which is dependent on real estate as a specific commodity. Its design idea, delivery path, use of strategy and cost budget must be adapted to the development of real estate industry and be negatively affected by its fluctuation. In recent years, as a result of the bubble in China's real estate market and sustained suppression of policies, real estate, as a specific commodity, has changed from hot to unsalable. Affected by this, the effects of traditional real estate advertising strategies have been greatly compromised. This also exposes the lack of adaptability, self-adjustment and the sensitivity and initiative of traditional advertising media strategies. China's real estate industry is indispensable in the process of urbanization in China, and the policy direction is also the healthy development of non-bubble. In view of this, the advertising strategy of real estate should be redesigned, on the basis of close to the market and close to the consumers. Change the traditional advertising strategy of commodity propaganda, indoctrination, temptation ideas, so that advertising strategies return to the peaceful ideas of communication and negotiation. This paper takes the market experience of Chinese real estate and the market performance of advertising media dependent on real estate as the research background, based on the theory of advertising media strategy. This paper reflects on the status quo and existing problems of the implementation of advertising media strategy in Xi'an GK real estate, and analyzes quantitatively and qualitatively the marketing environment, marketing strategy and target consumers of GK real estate at the present stage. On the basis of summarizing the ideas and directions of media strategy optimization, the optimization scheme of GK real estate advertising media strategy is designed based on the practice of advertising media. I hope the research results of this paper can be used for reference to the optimization of advertising media strategies of GK real estate and local real estate developers.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8;F293.3

【参考文献】