东北地区房地产报纸广告的营销诉求与内容表现分析——以《生活报》《新文化报》《半岛晨报》为研究样本  

An Analysis of Marketing Appeal and ContentPerformance of Real Estate Newspaper Advertisements in Northeast China --Taking life daily, new culture daily and Peninsula morning post as research samples

作　　者：魏宝涛 卫晓芳 战泓玮 Wei Baotao;Wei Xiaofang;Zhan hongwei(Liaoning University College of Journalism and communicatio)

机构地区：[1]辽宁大学新闻与传播学院

出　　处：《现代广告》2018年第21期35-45,共11页Modern Advertising

摘　　要：本文采用内容分析法，分析中国东北地区房地产报纸广告投放的营销诉求与内容表现情况，本文收集整理来自《生活报》、《新文化报》、《半岛晨报》三家东北地区代表性报纸从2017年5月到2018年5月刊发的房地产广告。通过研究发现，东北地区的房地产企业目前主要采用平面广告的形式投放，以价格、环境、企业成就为主要表现内容，其营销主要侧重于品牌形象和楼盘信息的传播推广；但同时也存在着广告投放力度和强度偏低、创新动力不足等问题。This paper uses the content analysis method to analyze the marketing appeals and content performance of real estate advertisements in newspapers in Northeast China＇s and collects three newspapers from the ＂Life Daily＂, ＂New Culture Daily＂ and ＂Peninsula Morning Post ＂ fromReal estate advertising from May 2017 to May 2018. Through research, it is found that the teal estate enterprises in Northeast China mainly use the form of print advertisements. The main content of price, environment and corporate achievements is their marketing. The main focus is on the promotion of brand image and housing information. However, there is the intensity of advertising, Problems such as low strength and insufficient innovation power.

关 键 词：东北地区 房地产报纸广告 内容分析 对策 

分 类 号：F713.8[经济管理—广告]