无锡市房地产广告现状调查与分析
毕业论文关键词：房地产；广告；调查与分析
Survey and Analysis of real estate ads in Wuxi City
Abstract: The current stage of social development, real estate advertising is in a stage of rapid development, the company within the industry is relatively concentrated, most of the company's business is concentrated in a particular area, has large companies with nationwide occurred. Although the national macro-control policy to shrink year by year for the real estate industry to take, but real estate has an important role as a representative of the national economy and pillar industries, the development of the national economy is still inseparable from the development of real estate industry. Real estate advertising is the advertising industry's largest investment efforts, according to the "Modern Advertising" magazine in 2012 published "China's advertising industry statistics report," the proportion of advertising in the industry ranking, the real estate industry in recent years has been maintained first invested capital, and to maintain a sustained growth status. Real estate advertising as an important area of the advertising industry, in the development of the whole industry, plays a crucial responsibility. Under the new historical conditions, the development of the industry with new opportunities and challenges of the situation, there have been new requirements. This paper is mainly based on the development of the advertising industry as well as the background of large real estate industry, the current situation of the development of Wuxi real estate advertising, and prospects and other aspects of in-depth inquiry.
Key words: real estate; ads; investigation and analysis
目 录
1 前言 1
1.1 广告与房地产广告 1
1.1.1 广告 1
1.1.2 房地产广告 1
1.2 房地产广告的类型与策略 1
1.2.1 房地产广告的类型 1
1.2.2 房地产广告的策略 2
1.3 房地产广告的作用 3
1.3.1 房地产广告的沟通产销、刺激需求功能 3
1.3.2 房地产广告的加速流通、扩大销售功能 3
1.3.3 房地产广告有利于市场竞争，提高商品质量 3
1.3.4 为房地产商品带来附加价值 3
2 研究区概况及研究方法 3
2.1 研究区概况 3
2.2 研究方法 4
3 无锡市房地产广告的问题及原因 4
3.1 无锡市房地产广告存在的问题 4
3.1.1 虚假广告泛滥 4
3.1.2 概念复制问题突出 4
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