房地产广告浅论论文终稿

1摘要房地产广告的发展与我国房地产业的发展是始终联系在一起的，房地产广告并不是建筑实体简单的推销，它的策划和推广过程实际上是继建筑师之后对楼盘的二度创造。目前由于我国房地产市场起步较晚，发展过快，对房地产广告的需求过于迫切加上某些开发商的短视和对消费者的过于迎合，各种各样良荞不齐的房地产广告充斥着整个市场，消极作用开始显露出来。本文以广州房地产广告的现状为出发点，通过实际调查，对目前广州房地产广告中存在的各种问题进行了一次总结，分析了如何使广告策划对房地产市场产生积极作用，如何处理产品和广告策划的良性关系的问题。并对发现的问题进行了思考，提出了通过对房地产广告的差异化、产品定位、品牌、媒介、文化内涵等策略的研究推动房地产广告体系向更加健康的方向发展。最后，对我国房地产广告的发展趋势进行了思考与展望。关键词：房地产广告，房地产,对策2AbstractWithChineseindustrializationandurbanization,thecontradictionbetweensupplyanddemandoflandincreasinglyacute.Howtokeepthestableandrapideconomicdevelopment,and18millionmutokeepthecultivatedlandred?Wehopethatthroughthecityintensiveutilizationofland,theinevitablethatmeetstheurbanizationprocessofthereasonableconstructionland,andcanprotectarablelandrequirementsandecologicalland,tothecityofsustainabledevelopmentandsustainableuseoflandresource,andfinallyrealizetheeconomic,socialandecologicalenvironmentofcoordinateddevelopment.Basedontheanalysisofurbanlanduseexistingproblemsandinfluencefactorsofurbanlanduseintherealsituationofsystemandextensiveresearch,collectionandchoosethedevelopedcountriesofurbanlandintensiveusethepoliciesandpracticesofurbanlandintensiveuse,theintensionofsciencehasdefinedaccordingtothispaper,basedontherealityofintensiveutilizationofland.Inthebackgroundofintensivelanduseforwarddevelopmentofurbanundergroundspace,throughtheanalysisofurbanundergroundspacedevelopmentandutilizationofthemodeanalysis,Urbanundergroundspacedevelopmentandutilizationofownershipanalysis,Urbanundergroundspacedevelopmentandutilizationofexistingproblems,Thedevelopmentandutilizationofurbanundergroundspacedevelopmenttrend,ForeignurbanspacedevelopmentandutilizationinChina,putforwardtheexperienceofurbanundergroundspacedevelopmentandutilizationcountermeasures.Keyword:Intensiveutilizationofland,urbanundergroundspacedevelopment,countermeasures3目录1绪论..................................................................51.1研究背景........................................................................................................................................51.2研究目的........................................................................................................................................51.3国内研究概况...............................................................................................................................61.4研究意义........................................................................................................................................72房地产广告的相关概念和理论............................................82.1房地产广告的相关概念..............................................................................................................82.2房地产广告的功能.....................................................................................................................82.3房地产广告的特点......................................................................................................................92.4房地产广告的类型....................................................................................................................103广州房地产广告的现状分析.............................................123.1广州房地产广告中存在的共性...............................................................................................123.1.1从广告的类型来看广州房地产广告.................................123.1.2从广告投放的媒介来看广州房地产广告.............................123.1.3从广告的创意来看广州房地产广告.................................133.1.4从广告的创意来看...............................................134广州房地产广告中存在的问题...........................................154.1把销售等同于营销....................................................................................................................154.2广告创意的缺乏.........................................................................................................................154.2.1广告画面真实度的缺失...........................................164.2.2广告主题图像使用的庸俗化.......................................174.2.3煽情的广告文案泛滥.............................................174.2.4缺乏原创精神...................................................1844.3虚假广告大量存在...................................................................................................................194.4文化概念炒作现象严重...........................................................................................................204.5媒介选择不合理........................................................................................................................205广州房地产广告发展策略的研究.........................................215.1广州房地产广告发展策略......................................................................................................215.1.1进行有效的广告策划.............................................215.1.2加强房地产企业及项目的品牌建设.................................275.2对广州房地产广告发展趋势的思考.....................................................................................285.2.1对广州房地产广告发展趋势的思考.................................285.2.2对广州房地产广告的发展提出建议.................................296案例分析.............................................................316.1市场分析及项目定位........................................