本文選題：GK房產(chǎn) + 廣告媒體策略��； 參考：《西北大學(xué)》2012年碩士論文

【摘要】：房地產(chǎn)廣告媒體是依附于房地產(chǎn)這種特定商品的信息傳播載體,它的設(shè)計(jì)思路、投放路徑、策略使用以及費(fèi)用預(yù)算必須要與房地產(chǎn)業(yè)的發(fā)展相適應(yīng)并受到其波動(dòng)的消極影響。近年來,由于中國房地產(chǎn)市場的泡沫,受到政策的持續(xù)性壓制,房地產(chǎn)這種特定商品從熱銷變?yōu)闇N,受此影響,傳統(tǒng)的房地產(chǎn)廣告策略所產(chǎn)生的效果大打折扣,這也暴露出傳統(tǒng)廣告媒體策略缺乏應(yīng)變、自我調(diào)整和順勢而為的敏感性和主動(dòng)性。 中國房地產(chǎn)業(yè)在中國城市化的進(jìn)程中不可或缺,政策導(dǎo)向也是不要泡沫的健康發(fā)展,有鑒于此,房地產(chǎn)的廣告策略應(yīng)重新設(shè)計(jì),在貼近市場,貼近消費(fèi)者的基礎(chǔ)上,改變傳統(tǒng)廣告策略的商品宣傳、灌輸、誘惑思路,使廣告策略回歸溝通和協(xié)商的平和主張。 本文以中國房地產(chǎn)的市場遭遇以及依附于房地產(chǎn)的廣告媒體的市場表現(xiàn)為研究背景,以廣告媒體策略相關(guān)理論為研究基礎(chǔ),對西安GK房產(chǎn)廣告媒體策略執(zhí)行現(xiàn)狀以及存在問題進(jìn)行反思,通過對現(xiàn)階段GK房產(chǎn)的營銷環(huán)境、營銷策略、目標(biāo)消費(fèi)者等因素進(jìn)行定量和定性分析,總結(jié)媒體策略優(yōu)化的思路和方向,在此基礎(chǔ)上,結(jié)合廣告媒體作業(yè)實(shí)際,設(shè)計(jì)了GK房產(chǎn)廣告媒體策略的優(yōu)化方案。 希望本文的研究成果對GK房產(chǎn)以及本土地產(chǎn)商的廣告媒體策略優(yōu)化有一定的借鑒意義。
[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.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F713.8;F293.3

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本文編號：1955023