旁地产调控政策出台前后厦门市房地产广告趋势研究  

Trends of the Real Estate Advertising in Xiamen before and after the Real Estate Regulatory Policies came out Research

作　　者：孙菁[1] 曾秀芹[2] 

机构地区：[1]新加坡管理大学李光前商学院,新加坡178899 [2]厦门大学新闻传播学院,厦门中国361005

出　　处：《现代广告》2012年第21期70-77,共8页Modern Advertising

基　　金：资助信息：厦门大学基础创新科研基金（中央高校基本科研业务费专项资金）

摘　　要：本论文旨在研究在房地产调控政策陆续出台、调控力度不断加大的政治背景下厦门市房地产广告的总体发展趋势。通过对2009—2011年的《厦门日报》、《海峡导报》这两份报纸进行抽样内容分析，对比调控政策出台前后两份报纸上房地产广告的投放数量、房产类型、广告内容等方面，探究房地产调控力度与房地产广告的内容、数量之间的相关性以及房地产广告对政策变化的反应速度。研究发现，随着房地产调控政策的不断出台，房地产广告的数量不仅没有减少，反而大幅增加。房地产广告的诉求方式由理性诉求转向感性诉求。房地产商选择通过塑造企业形象来销售楼盘。另一方面，房地产广告对调控政策的反应存在一定的滞后性，反应速度也较慢。This study aims to research the overall development trend of real estate advertising in Xiamen under the political background that more and more real estate regulatory policies are coming out and the control is becoming stronger and stronger. In the process of research, we sample the Xiamen Dally and Haixia Leader during 2009 to 2011 using the sampling method and content analysis method and compare the trends of the advertising numbers, property types, advertising contents and etc. we also explore the correlation between real estate control power and the real estate advertising contents and numbers and explore the response speed of the real estate advertising to the change of policies. This research shows that number of the real estate advertising increases rapidly along with the real estate control policies introducing gradually. And real estate advertising demand way changes from rational appeal to perceptual demand. Real estate companies also actively sell the houses through building the perfect corporate image. On the other hand, the reaction speed that the real estate advertising to the control policies is very slow.

关 键 词：房地产调控政策 房地产广告 发展趋势 

分 类 号：F299.235[经济管理—国民经济]