《我国房地产广告创意策略现状与对策研究》毕业学术论文.doc

我国房地产广告创意策略现状与对策研究 摘 要 随着我国房地产行业投资额的不断增长，房地产广告已经成为广告界的重要创作对象，优秀的广告创意能够提升产品的品牌美誉度，刺激消费者的购买欲望，是广告创作的灵魂，因而广告创意更成为房地产开发商及广告制作人们不断追求的目标。 房地产行业在我国的飞速发展，促进了作为房产营销的重要环节的房地产广告的大量出现。在大量投放的房地产广告中虽然也不乏精彩之作，但基础仍显薄弱的房地产广告由于受到各种因素的影响，大多低质量的作品充斥市场，其中不少程度是由于我国房地产的广告创意策略存在问题，导致了不能最大程度上发挥广告的行销能力。正文第一章在导论部分对文章的研究背景及研究方法和意义做了简单的概述。第二部分对我国房地产广告创意的发展现状做了阐述和分析。第三章对当前我国房地产广告创意所存在的主要问题进行了深入的分析和探讨，揭示了广告的不准确目标定位错误的引导了广告创意，广告创意中的品牌策略受开发商短浅眼光而未能实施，广告创意表现内容本身的缺陷，媒体选择对广告创意表现造成的限制以及广告创意不能在整个营销环境下相辅相成是我国目前房地产广告面临的挑战。最后一章对上一章提出的问题做出了浅显的对策研究。 最终我们能够寻求出一种具有商业化、更为实用性、更能为大众、为业内人士所称道的好的房地产广告创意的策略。 关键词：房地产；广告创意；广告策略 Study on the Real Estate Advertising Creative Strategy in China Abstract With the increase investment of real estate in China, a lot of real estate ads have become an important part in advertising industry, outstanding advertising creative can enhance the products reputation, stimulate the consumer’s purchase desire, is the creative soul of advertising, and therefore advertising ideas become the goal of the real estate developers and advertisement producer. With the rapid development of real estate in China, it is promoted as an important part of real estate marketing, real estate advertisements appeared in large numbers. A lot of real estate ads put in the making although there are some wonderful, but the fundamentals remained weak due to a variety of real estate advertising factors, mostly low-quality works of flooding the market, many of which extent is due to Chinas real estate advertising creative strategy problems, leading to the maximum extent not play advertising marketing capabilities. In the introductory part of the body of the first chapter we do a simple overview on the research background, significance and research methods. In the second part we had brief and analysis our current development of real estate advertising ideas .In the Chapter 3 we analyzed and discussed the main problems of real estate advertising ideas in current China, revealed inaccurate ad targeting error led