房地产-行业转型中的房地产营销广告策略研究大学本科论文.doc

毕业论文 行业转型中的房地产营销广告策略研究 班 级 学 号 学生姓名 学院名称 专业名称 指导教师 年 月 日 行业转型中的房地产营销广告策略研究 摘 要 本文立足于城市化进程速度加快及行业转型的背景下，分析行业转型中房地产营销广告策略所面临的挑战与战略革新。通过对房地产行业营销广告的目标定位、品牌形象、表现形式、传播策略的研究，从而找出房地产营销广告策略革新的路径。在房地产营销广告路径中通过研究目标策略、品牌策略、个性策略和传播策略，阐明行业转型中的房地产营销广告策略。准确定位的我国房地产营销广告策略的得与失，积极地改进营销广告策略，并且找出政府、房地产企业及消费者三者之间各自应对行业转型的具体实施手段，以迎接我国房地产事业在行业转型中所遇得到的挑战，更好更健康的促进我国房地产事业的发展。 关键词： 产品诉求；公共关系；品牌；传播 The Transformation of The Industry of Real Estate Marketing Advertising Strategy Research Abstract This article is based on the city accelerate the speed of the process of transformation and industry background, analysis of industry transition of real estate marketing and advertising strategies and challenges facing the strategic innovation. The real estate industry through the marketing advertisement target positioning, brand image, form of expression, communication strategy research, so as to find out the real estate marketing advertising strategy innovation path. In the real estate marketing advertising path through the study of the target strategy, brand strategy, personality strategy and communication strategy, elucidating the industry transformation of the real estate marketing and advertising strategies. Accurate positioning of our real estate marketing advertising strategy of gain and loss, actively improve marketing advertising strategy, and find out the government, real estate enterprises and consumers between the three respective respond to industry transformation of the specific means of implementation, in order to meet the challenge of Chinas real estate business in the industry transformation of encounter challenges, better health promote our country real estate industry development. Key Words: The Product Demand ；Public Relations； Brand； Communication 1 绪论 (1) 1.1提出问题 (1) 1.2研究意义 (1) 1.2.1理论意义 (1) 1.2.2实践意义 (2) 1.3国内外研究现状 (2) 1.3.1国内研究现状 (2) 1.3.2国外研究现状 (3) 1.4研究基本思路 (3) 2 转型中的房地产 (4) 2.1房地产正由卖方市场转向买方市场 (4) 2.1.1卖方市场概述 (5) 2.1.2买方市场概述 (5) 2.2房产投资型消费转向刚性住房消费