昆明市房地产广告策略调查及其不足分析  

A Survey Research on Strategy of Kunming Real Estate Advertising and the Analysis of It＇s Shortage

作　　者：王昆[1] 

机构地区：[1]云南财经大学传媒学院,昆明中国650221

出　　处：《现代广告》2013年第6期84-92,共9页Modern Advertising

摘　　要：房地产广告作为房产营销策划的重要手段，日益受到较高的关注。对房地产广告进行研究，有助于房地产广告科学、合理的发展，取得较好的传播效果，促进销售。本次调查通过问卷与深度访谈的形式，以昆明市有购房意向的消费群体为对象，通过定量研究，探讨消费者对房地产广告的关注度、信赖程度、传播渠道以及真实性等重要问题，发现该区域房地产广告存在过分夸大其词、缺乏原创、自律不足和监管缺失等问题，并在此基础上对改进房地产广告发展提出了合理化建议。Real estate advertisement as an important means of real estate marketing planning, increasingly being higher attention. For real estate advertisement, help to real estate advertisement scientific and reasonable development, obtain better communication effect, promote sales. This investigation by questionnaire and depth interview form, have intention to purchase the kunming consumer groups for object, through quantitative research, this paper discusses the consumer for real estate advertisement, the attention of trust, transmission channels and authenticity, and other important questions, and found that the regional real estate advertising exists too much exaggeration, lack of original, self-discipline is insufficient, the lack of regulation, and on this basis to the improvement of the real estate advertisement development put forward reasonable suggestion.

关 键 词：房地产广告 广告缺失 对策 

分 类 号：F713.8[经济管理—广告]