| Evergrande properties is the only real estate firm in China that continues to promote the standardization of boutique real estate,and quickly replicated the success of the product in the national program for years,creating unique advertising.From Evergrande the main purpose of this paper is to conduct the thorough research to the property of advertising communication and brand communication,analyses its characteristics,patterns,channels,etc.,and introducing case study and comparative study,in order to make the research more abundant,so as to analyze Evergrande the reasons for the success of real estate advertising,and summarized,to provide advertising communication experience for other real estate enterprises,is the real estate advertising is more effective,improve its efficiency,expand the scope of its spread,reduce the spread of false information,improve enterprise brand awareness,and the final purpose is on the premise of the good,ensure the normal order of the real estate industry,Even good development and operation.This paper is divided into four parts.In the introduction part,this paper mainly describes the research methods,research purposes,and research significance of this paper,and further analyzes the deeper research and conclusions that have been made at home and abroad for such issues,and adds more to my dissertation.Persuasive arguments.The success of the real estate market marketing is an important indicator of whether the real estate can survive.Real estate marketing is the most important sales stage for developers.A good project that attracts people's attention not only needs lots of places that satisfy people's desire to buy,but also has a unique and distinctive advertising communication strategy.In order to ensure that real estate is quickly accepted and purchased by consumers.The first part lays a solid theoretical and practical foundation for the study of advertising and communication of Evergrande Real Estate.The first par mainly studies the current situation and problems of advertising communication in real estate enterprises in China.In this section,I will explain the current situation and problems of advertisement of real estate enterprises in our country,namely the current advertising communication of Chinese real estateenterprises and real estate advertisement in our country.The development of real estate advertisement in our country started late,and experienced a process from slow to rapid development.After the 1990 s,with the beginning of the market economy,real estate was on the right track.In the 21 st century,with all kinds of media and consumption levels,the real estate ads have shown a new form of flowers.However,there are still many problems in real estate advertising.For example,there are many media choices and no major media.The advertisement topic is not clear,the advertisement information is ambiguous;The selling points are highly repetitive and the sales information is homogenized;Language cliche,a lot of rhetoric.These problems need to be solved urgently.In the second part,I studied the characteristics of Evergrande real estate advertising communication.First of all,I analyzed the important position of Evergrande real estate advertising communication strategy.It is because Evergrande real estate attaches importance to advertising that it has formed a unique transmission characteristic.Secondly,during the research process,the author reviewed the shenyang daily from 2010 to 2017,shenyang evening news,liaoshen evening news and the China business morning post,and I found that in the advertising communication process of Evergrande real estate,newspaper advertising rate was the largest,and newspaper advertisement occupied an important position.In the face of the choice of media,Evergrande still tends to be the newspaper advertisement which is not popular nowadays.However,it turns out that newspaper advertisements of Evergrande real estate are very effective.According to the survey,apart from the brand effect of Evergrande itself,newspapers attract more than 40% of the target audience,which accounts for more than one third of the target audience attracted by all media.The third part mainly focuses on the characteristics of Evergrande real estate advertising communication.Will be divided into three parts,the first part explains the evergrande real estate newspaper advertising information personality stable,usually around the theme of one or a few fixed advertising,such as "opening will be on sale,special price will rise",have high identification.It introduce that target target of Evergrande real estate advertising target,in the aspect of the position,the propertyadvertisement of Evergrande tends to be planarized and secularized,and the normal audience is use as the most direct target audience,which is used as the most direct target audience,the discount,the gift,the unjustified checkout,the fine decoration is the most important way to publicize Evergrande real estate,in addition to the simple text description,the stable picture information,the Evergrande real estate can quickly arouse the interest of the audience and the buying desire,can form and gather a batch of loyal existing customers and the potential customers in a short time,realizing the expected effect that the advertising information is even exceeded.The third part explains that Evergrande real estate newspaper advertisement is consistent with consumer psychology,and Evergrande real estate newspaper advertisement can arouse consumers' resonance to a certain extent by various means,and it is in accordance with their consumption psychology to the greatest extent.Finally,it is the inspiration and summary,and the analysis,interpretation,research,discussion and suggestion of the above mentioned parts are summarized,and the implications of the research on the real estate advertisement of Evergrande are summarized and analyzed. |
PDF Full Text Request