毕业论文-房地产广告的媒体选择策略及其特点分析：以北京“世纪城”为例.docVIP

PAGE PAGE 16 题 目: 房地产广告的媒体选择策略及其特点分析 ——以北京“世纪城”为例 院系名称： 专业班级： 学生姓名： 学 号： 指导教师： 教师职称： 摘 要 随着房地产市场的迅猛发展，房地产行业的竞争也日趋激烈。房地产营销作为房地产开发中的一个重要环节和手段，也越来越受到开发商们的重视。针对这样的情况，本文以国内著名的楼盘北京“世纪城”为例子，在对“世纪城”的广告投放策略进行调查和认识，围绕“房地产广告投放的媒体选择策略及其特点分析”这一课题进行讨论，从而对房地产公司的广告投放起到更好的指导作用。 本文的主要工作包括：介绍本文的选题背景、研究目的和意义、研究内容和方法以及文献综述；通过对现在的广告媒体以及相关内容的认识，分析房地产广告中媒体选择策略；在对“世纪城”这一楼盘的广告媒体选择策略做到充分了解之后进行了研究分析。 本文的研究表明：房地产公司所使用的广告媒体选择策略和其楼盘的销售情况是息息相关的，所以选择合理而有效的广告媒体组合方式也是十分必要的，北京“世纪城”这一楼盘销售取得的成功也得益于长期而灵活多变的广告推广，他们的成功经验值得其他地产商借鉴。 关键字：房地产 广告 媒体选择 Title Advertising media selection strategy of real estate and analyze characteristics: A Case Study on“Century City” of Beijing. Abstract With the rapid development of the real estate market，the competition is increasingly fierce. Real estate marketing makes developers pay more and more attention as an important means. For these reasons, in this paper I take a well-known real estate named “Century City in Beijing as an example, try to investigate and understand the advertising strategy, focus on real estate advertising media selection strategy and its characteristics analysis to discuss this topic, thus can guiding the real estate companys advertising strategy to make better. The main work includes: introduce the background of this article, purpose and meaning, content and methods of research and literature review; by study the knowledge advertising media, analyze the strategy of real estate advertising in the media selection. This study shows that: the strategy selection of real estate companies in advertising media and its sales result are closely related. So choose a reasonable and effective combination of advertising media is very necessary. Beijings Century City was successful in sales also benefited from the long-term and flexible advertising. The success of their experience is very helpful to other