房地产企业差异化竞争--广告策略研究-产业经济学专业论文.docxVIP

摘要 房地产行业虽然是一个新兴的行业，但是发展极为迅速，房地产投资额和住宅供应量都出 现了快速增长。中国房地产市场呈现出越来越明显的同质化趋势，竞争激烈，面对挑战，差异 化将是战胜对手的法宝。当今的房地产市场，差异化已成为众多有实力、有影响力的房地产开 发企业的理念与行动，广告作为差异化的重要手段，被越来越多的房地产开发商运用以增加利 润。 本文首先分析了中国房地产市场，虽然全国房地产企业众多，排名前十的房地产企业在全 国的市场份额很小，但是在一个区域内，排名靠前的房地产企业确实形成了自己的品牌效应， 形成了一定程度的垄断。传统静态博弈支付矩阵已无法解释中国房地产厂商通过做广告使得市 场份额和利润都增加的现状，本文通过构建产业组织理论的经典模型古诺模型，对比同质化古 诺模型和运用广告实现差异化的古诺模型，得出做广告能提升企业利润的结论，解释了中国房 地产厂商做广告的原因。 本文通过微分博弈研究广告策略，得出房地产企业广告投入量多少为最优。建立微分博弈 模型，求出开环解，认为广告最优投入量和市场份额之间是相互促进关系，然后给出两人闭环 解模型中不同市场份额下的闭环广告最优投入量，最后通过 n 人闭环解模型对万科房地产股份 有限公司进行了案例研究。 关键词：房地产，差异化，广告策略，微分博弈，开环解，闭环解 I 房地产企业差异化竞争——广告策略研究 Abstract Real estate profession, although is an emerging profession, it develops extremely rapidly. The real estate investment and the housing supply have the large scale growth. China real estate market presents more and more obvious homogenization tendency. Facing the challenge, the variation will be the magic weapon to defeat the match. In the real estate market, differentiation has big strength, the influential property development enterprises idea and the motion, and becomes the current numerous developer to develop the market to enhance the enterprise competitive power, advertisement is one of the most important methods, more and more property developers start to use advertisement to increase profit. This article first has analyzed China real estate market, although the national real estate enterprise is numerous, real estate enterprise which places the first ten are very small in the national market share, but in a region, the real estate enterprises who’s places is before the anerage level have formed their own brand ,have formed a certain extent monopoly. The traditional static state game pay-off matrix has been unable to explain the present situation ,Chinese real estate manufacturers who make the advertisement cause market share and the profit increase, this article construct Industrial organization theory’s classical model Counort model, contrast homogenization model with using the