论深圳房地产品牌传播策略

发布时间：2018-06-03 16:59

本文选题：房地产品牌 + 广告策略　；参考：《华中科技大学》2006年硕士论文

【摘要】： 我国房地产行业1992年起步,房地产市场化的时间很短,但房地产竞争已经历了四个阶段:地段竞争、规划竞争、概念竞争、品牌竞争。深圳的房地产业在全国起步最早,也是中国最早进入品牌竞争时代的代表城市之一。本论文以深圳房地产市场为例,从广告策略、公关策略、网络传播三个维度,探讨深圳房地产品牌的传播策略,提出了品牌传递六个层次的概念,认为品牌是从形象、商誉、顾客、渠道、视觉、产品这六个层次全方位地逐级传播,分别通过广告、公关、CRM、促销、设计、研发等手段来实现品牌传播的目的。本文采用实证分析法,主要以深圳招商房地产有限公司(简称招商地产)为例,详细地分析了招商地产的品牌支撑体系及其广告、公关、网络传播的策略。
[Abstract]:The real estate industry of our country started in 1992, the time of real estate marketization is very short, but the real estate competition has gone through four stages: location competition, planning competition, concept competition and brand competition. Shenzhen's real estate industry is one of the earliest representative cities in China to enter the era of brand competition. This paper takes Shenzhen real estate market as an example, discusses the communication strategy of Shenzhen real estate brand from the three dimensions of advertising strategy, public relations strategy and network communication, and puts forward the concept of six levels of brand transmission, which holds that brand is from image, goodwill, etc. Customer, channel, vision, product, these six levels of omni-directional communication, respectively through advertising, PR CRM, promotion, design, research and development to achieve the purpose of brand communication. This paper takes Shenzhen Merchants Real Estate Co., Ltd. as an example to analyze in detail the brand support system and the strategies of advertising, public relations and network communication.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F293.3

【引证文献】