房地产广告媒体组合策略分析-工商管理专业论文.docxVIP

房地产广告媒体组合策略研究 中文摘要 房地产广告媒体组合策略研究 中文摘要 房地产广告是房地产企业市场营销的重要组成部分，通过广告可以传递房地产项 目信息，促进房产销售。而广告需要通过广告媒体进行传播，不同的媒体特点不同， 选择媒体的正确与否，将直接影响最终的广告效果，因此研究房地产广告媒体的组合 就显得尤为重要，可以指导房地产企业的媒体运作与投放。 本文通过分析常用的房地产广告媒体，以及新时期受众的特点，同时综合考虑媒 体组合时的影响因素，提出了房地产广告媒体组合的步骤以及媒体组合策略。依据房 地产营销的定位来确定广告媒体的总体目标，然后选择媒体的类别，再次选择媒体具 体的载具，最后进行组合确定投放的次数以及媒体行程时间的安排。文章还将媒体组 合策略引入案例，对 ZHSZ 公司 8 号公馆项目进行了案例分析。通过有效的媒体组合， 促进房地产项目的销售，进而使企业的营销工作处于优势。 关键词：房地产；广告；媒体组合 作 者：顾 伟 指导老师：李晓峰 英文摘要 房地产广告媒体组合策略研究 Study of real estate advertising strategy Abstract Advertising is an important par of marketing strategy of real estate companies, Passing real estate information through the real estate advertisements will promote real estate sales. Advertising needs to be spread through advertising media.the different media has the different characteristics the accuracy of selection media will directly affect the final advertising effect, so the research of combination of real estate advertising media is particularly important to be able to guide the operation of the real estate business of media work. This paper analyzes the popular real estate advertising media, as well as the characteristics of the new era of the audience, while considering factors which will affect the media combinations, proposes the steps of media combination real estate advertising.Based on real estate marketing positioning to determine the overall objectives of advertising media, and then select the media category, select a specific carrier media again, and finally put arrangements in combination to determine the number and media travel time. The paper introduce the media combination into the case studies for ZHSZ project. The effective media combination, will promote the sale of real estate projects, thereby enable the corporate marketing job in a dominant position. Keywords: Real estate; Advertising; Media combination Written by:GuWei Supervised by:LiXiaofeng 目 录 第 1 章 绪 论............................................................................................