论文部分内容阅读
随着广州房地产市场的不断成熟,未来的房地产营销推广,不再是漫天式或撒网式的打捞,而是一种“点射”:发展商越来越倾向于以一种个性化或差异化的营销推广手法,来打动目标客户的心。这种变化将带来推广模式,广告发布,以及发展商与消费者与业主互动性活动等各方面的变化。广告战略立体化房地产业广告战略将由单一化向立体化发展,平面广告不再占绝对优势。发展商在考虑广告战略时也会采取多种形式,甚至会一改以往做法,不会再以平面广告为主。平面广告比较理性,所涉及的面虽然很广,但在吸引目标消费者注意力上始终不及以现场作秀、举办各种活动、交流会等营销手法那么有效。这一点目前大家都不会再有太大的争议。立体化广告战略,既可以发挥平面广告的优点,又能结合最新的营销手法,让目标消费者充分了解楼盘,使楼盘在目标消费者中树立起良好的品牌形象。
With the real estate market in Guangzhou continues to mature, the future of real estate marketing, is no longer Mantian or net fishing, but a “point and shoot ”: developers are increasingly inclined to a personalized or Differentiated marketing practices to impress the hearts of target customers. Such changes will lead to changes in the promotion model, advertising, and interactive activities between developers and consumers and owners. Advertising Strategy Three-dimensional real estate advertising strategy will be developed from a single to three-dimensional, print advertising is no longer an absolute advantage. Developers also take a variety of forms in considering their advertising strategies and may even change their previous practices and will no longer focus on print ads. Print ads more rational, although the surface involved is very wide, but to attract the attention of the target consumer has always been less than a live show, organizing various activities, exchanges and other marketing tactics so effective. At this point no one will have much controversy at this point. Three-dimensional advertising strategy, both the advantages of print ads can be used, but also with the latest marketing practices, so that target consumers fully understand the real estate, so that the real estate target consumers to establish a good brand image.