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毕业论文题目：北京地区房地产广告诉求点分析姓名：白雪丹学号：0501331306学院：应用文理学院专业：广告学指导教师：张立梅协助指导教师：2009年5月8日北京联合大学毕业论文I摘要1998年以前我国实行的是高度福利化的住房制度。1998年后我国采取通过市场化的方式来逐步解决城市居民的住房问题。我国房地产市场和房地产业就是在这种背景下应运而生的。房地产商品同一切商品一样，具有共同的属性。但是，同其他商品相比较，房地产商品又具有它所固有的特殊性。针对房地产商品的特殊性，房地产广告也区别于其它类型的广告，有着自身的独特性。房地产广告的信息量大和实效性强两个特点。按照销售现场的来电来人和最终的销售统计，我将对客户影响较为强烈的因素罗列如下，并按其强烈程度划分为三类，以供大家参考：第一强：地点、价格、房型。第二强：交通、付款、工期。第三强：规划、配套、得房率、公司资质……针对以上的三类诉求点，对照2008年度北京地区房地产广告诉求点分析排名得出的结果，户型、价格、开盘、位置、环境、社区、热销等成为了最终榜单上的七位霸主。在过去的房地产广告，诉求点主要集中在地段、价格、户型、开盘、等几个方面，这些方面依旧是当今房产广告普遍采用的诉求点，但随着时代的发展和消费者心理的变化，房地产广告涌现出新的诉求点，比如房地产开发理念、项目背后的文化、热销、生态、物业管理等等。所以说广告诉求点不是一成不变的，无论是理性诉求，还是感性诉求都存在着广告诉求点转移的情况。当今的房地产广告存在的结症总结颇多，九大陷阱、形象诉求概念模糊以及促销诉求不切实际即直接促销的盲目性都充斥着纷乱的房地产广告圈。从当前来看，房地产市场变幻莫测，却也给我们的房地产营销工作提出了许多新的课题。我总结出了几条合理化建议：利用差异化方式，寻求楼盘最佳诉求点；理清思路，深入理解广告诉求点的实质及精髓；双拳出击，瞄准最有效的诉求点；锁准定位，按部就班制定策略，寻求精准的USP；彰显个性，让广告诉求点为品牌形象的保驾护航。关键词：特殊性传统诉求点新生代诉求点结症合理化建议北京联合大学毕业论文IIAbstractThatourcountryputsintoeffectin1998previouslyishighlywelfare-rizationhousingsystem.In1998queenourcountryadoptstheaccommodationbyresolvinganurbanresidentstepbystepcomingbecomemarket-orientedway.Ourcountryrealestatemarketandrealestatebusinessaretoariseatthehistoricmomentunderthisbackground.Realestatecommodityandallcommodityarethesame,havethecommonattribute.But,thecommoditycomparestogetherother,therealestatecommodityhasitsinherentinstituteparticularity.Particularityspecificallyforrealestatecommodity,also,realestateadvertisementdifferentiatestheadvertisementinothertype,hasself'speculiarity.Therealestateadvertisementinformationamountsbigsumsactualeffectisstrongtwocharacteristics.Accordingtothattheincomingtelegrammessengerandultimatemarketingsellingascene'scount,Ilisttoaffectingthecomparativelyintensefactortothecustomerdividingforthreekinds,toprovideeverybody'sreferenceandasfollows,accordingtowhoseintensedegree:Finalthefirst:Place,price,housetype.Finalsecond:Unobstructed,payasumofmoneyof,timelimitforaproject.Finalthird:Plan,formingacompleteset,efficiencyratesofahouse,companyquality,...Seekpointspecificallyforthreekindofallaboveappeals,contrast2008yearBeijingarearealestatetellingsevenhegemonyonhavingbecomeultimatepublishednamelistShansuchastype,price,openingquotation,location,environment,community,hotpintoaskpointtoanalysestheresult,familythattherowreachesbroadly.Inpastrealestateadvertisement,tellseveralaspectsuchasaskingpointtodependonsectionofanarea,price,familytypemainlyalltogether,openingquotation,theseaspectstillisthatappealingthathousepropertyadvertisementadoptscommonlynowadaysseekspoint,realestateadvertisementnewappealingcomestotheforebutwithdevelopmentofdevelopmentofthetimesandpsychologicalchangeofconsumer,seekingpoint,forinstance,realestatedevelopsidea,projectbackculturalcraze,pin,organism'shabits,estatemanagement,propertymanagementetc.Tellingademandpointbroadlythereforespeakingisnotchangeless,regardlessofbereasontellademand,bestillperceptualappealingtoseektheconditionthatexistenceallisburningtellingametastasistoseekpointbroadly.Thediseasesumsuptheknotthatrealestateinthenowadaysthereexistsinadvertisementninebigtraps,imagesappealquitemuch,toaskaconcepttomixuptheblindnessaskingdonotcorrespondtorealitybeingdirectsalespromotion北京联合大学毕业论文IIIaswellassalespromotionappealsbeingfullofthechaoticrealestateadvertisementcircle.Judgingfrompresent,realestatemarketchangesunpredictably,givesourrealestatecamptosellajobhavingbroughtforwardalotofnewproblembutalso.Ihavesummedupoutseveralrationalizationproposals:Thebestmakinguseofdifference-rizationway,exploringbuildingplateappealstoseekpoint;Getself'sideasintoshape,godeepintotounderstandessenceandmarrowtellingademandpointbroadly;Pairoffistslaunchattackon,effectiveappealingaimingatseekspoint;Thelockallowsfixingposition,worksouttacticsbykeepingtoprescribedways,exploreextremelyaccurateUSP;Commendobviousindividuality,letescortingtheEmperortellinganimagetoaskpointtobeabrandbroadlyconvoy.Keywords:ParticularityTraditionappealspointNewappealspointProblemRationalizationproposal北京联合大学毕业论文IV目录摘要.............................................................................................................................................IAbstract......................................................................................................................................II引言.............................................................................................................................................11.1广告诉求点的概念界定.......................................................................................................21.2广告诉求点的应用方法.......................................................................................................22.1房地产商品的特殊性...........................................................................................................52.2房地产广告的特殊性...........................................................................................................53.北京地区房地产广告诉求点概况——新老结合，相辅相成..............................................63.1传统诉求点——无可撼动，霸主地位...........................................