杭城房地产广告策划初探——对广告卖点的思考

An Initial Probe into the Advertising and Planning of Hangzhou Real Estates

2000年杭州市商品房价格上升幅度在全国大中城市中位居第一。与此同时,杭城的广告策划、营销咨询业也均以房地产商为最主要的客户源,几乎成为杭州广告业的支柱。市场化运作的大浪淘沙中,成败得失的经验十分丰富。本文将从杭州市第二届西湖博览会人居展中,各主要房地产楼盘的资料与背景情况分析入手,概括总结主要的策划内容以及它们针对目标销售群体的效果,提出作者对于各个广告卖点的思考。

In the year of 2000, the price of real estates in hangzhou increased the most rapidly in China's main cities. At the same time,the main clients in hangzhou's advertising&planning companies are the real estates developing companies. This article will concentrate on the second real estates trading exhibition of hangzhou, from the majority of all the real estates in the city, their background and documents. The author will summarize the content of the planning strategies and propose her own thinking of them as well as their effects.