【精品】行业转型中房地产营销广告策略研究毕业设计.doc

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  日期： 毕业论文（设计）授权使用说明 本论文（设计）作者完全了解**学院有关保留、使用毕业论文（设计）的规定，学校有权保留论文（设计）并向相关部门送交论文（设计）的电子版和纸质版。有权将论文（设计）用于非赢利目的的少量复制并允许论文（设计）进入学校图书馆被查阅。学校可以公布论文（设计）的全部或部分内容。保密的论文（设计）在解密后适用本规定。 ? 作者签名： 指导教师签名： 日期： 日期：