万科房屋地产报纸广告运作策略.doc

浅析万科房地产报纸广告运作策略 摘 要：翻开报纸很容易接触到各类房产广告，可是能让人眼前一亮的房地产广告却是寥寥无几，其中能算得上出色的当数万科地产了，万科的报纸广告无论从版面上、创意上还是信息传达的效果上来说，做的都是十分的出色。随着我国房产市场的竞争激烈，房地产的发展也越来越受到重视。房产广告的市场也在不断扩大，针对目前我国房产报纸广告中存在的问题，我们应该从我国房产报纸广告现状、房地产报纸广告的类型以及提升运作策略上来综合看待房地产报纸广告，从而制定准确的报纸广告运作策略，确保房地产报纸广告的投放取得切实的效果。同时，借鉴万科地产报纸广告的运作策略，结合实际的发展要素，不断的完善房产报纸广告，以期取得房地产报纸广告的长远发展。 关键词：房地产；报纸广告；现状；运作策略 Analysis on the Newspaper and Advertisement 0perational Strategies of Vanke Real Estate???? Abstract: We have easy access to various types of real estate advertising when reading a newspaper.But real estate ads that can catch peoples eyes are few, among which is Vanke real estate.In terms of the layout of a printed sheet, creativity or the effect of the convey of information, Vanke is a very good newspaper advertisement. As Chinas real estate market become more and more competitive.The development of real estate gain more and more attention. At the same time , real estate advertising market is expanding. As for Chinas real estate problems in newspaper ads. We should enhance a comprehensive look at the real estate newspaper ads from the aspects of Types of real estate newspaper ads, the status of the real estate newspaper advertising, and operational strategies of enhancement to make accurate newspaper operational strategies. It can ensure the delivery of real estate newspaper advertising to achieve tangible results. Meanwhile, refer to operational strategies of Vanke Real Estate Newspaper Ads and combine elements of the actual development, We can constantly improve the real estate newspaper ads, which can gain long-term development of real estate newspaper ads. Keywords:real estate ; newspaper Ads; current situation status; operational strategies 前 言 伴随着日益蓬勃发展的房地产经济，房地广告也越来越受到重视。房产广告的宣传力度也在不断的加大，面对当前竞争激烈的房产市场，各大房地产企业也在不遗余力的投入广告宣传。正是介于房产企业的这种急迫心理，往往采取的一些广告策略会有不当之处，浪费了大量财力人力，但结果却事倍功半。非但没有实现广告投放的初衷，反而有可能对企业自身形象造成负面影响。面对当前形势，要看清方向，“对症下药”方可药到病除，这就要求企业结合自身情况选择正确的广告策略，深析外部媒介形势，采取差异化定