毕业论文---房地产广告媒介的选择与整合应用探究.doc

房地产广告媒介的选择与整合应用探究 摘要：房地产作为国民经济中的支柱产业，在改革开放这么多年以来一直在蓬勃发展，而竞争压力也越来越大，各式各样的楼盘的涌现使得开发商都注重到了每一个细节。在销售阶段，广告策略无疑是非常重要的环节，本文基于国内面前房地产销售阶段广告策略问题并结合XX市361号地块的自身状况，研究并探讨这一地块的销售阶段的广告媒介选择和策略整合应用。 文章采用了理论研究和实例分析研究相结合的方法，分析广告对于房地产业的重要性以及如何对广告媒介进行选择和广告作品所受到的影响因素，探讨房地产开发建设阶段前后的广告策略研究，针对XX市361号地块楼盘的广告媒介与策略选择应用进行研究探讨。 关键词：房地产 广告媒介 销售策略 整合应用 英文摘要：Real estate as a pillar industry of national economy in the reform and opening-up has been for so many years and flourish, and increasing competitive pressures, the emergence of a wide range of real estate developers have made to pay attention to every detail. Stage in the sales, advertising strategy is very important, this article is based on the national stage of the real estate sales combined with the issue of advertising strategies in Yangzhou No. 361 block of their own situation, research and to explore the sale of the land phase of the advertising medium Application selection and integration strategy. The article uses examples of theoretical study and analysis of a combination of methods, the specific content is divided into four major sections.  The first part focuses on the tone of advertising and advertising for the importance of the real estate industry, the second part describes how to select advertising media and advertising works by influencing factors, the third part of the real estate development and construction stages of talk about ad strategy before and after study The fourth part of plot No. 361 Yangzhou City real estate advertising media options and strategies for the application of study. 英文关键词：Real estate；advertising medium；Application of marketing；strategies to integrate； 第一章 广告对于房地产业的重要性与广告基调 广告是传播信息的一种方式，其目的在于推销单品、劳务、影响舆论，博得社会支持，推进一项事业的发展等。广告信息通过各种宣传工具，包括报纸、杂志、电视、广播、招贴及直接邮递等，传递给它所想要吸引的观众或听众。 房地产业是国民经济中非常重要的一个组成部分，这些年的蓬勃发展也说明了这个行业有着很好的生命力以及发展前景。在市场日益完善，竞争越来越大的环境下，要想取得成功，每一步的进展都是非常重要的。在房地产开发建设阶段以及关键的营销阶段，广告媒介的选择和应用是十分具有决定性意义的决策。广告策略的好坏将直接影响房地产项目的楼盘销售状况的顺利进展与否，也将影响到企业的行业信誉度和口碑，因此如何做好广告是每一个开发商都重视的一项工作