摘要
本文从版面、创意、表现、定位、策略等多方面对重庆2001年9月份若干报纸的房地产广告进行了定量和定性分析,指出了重庆房地产广告在创意设计、诉求点等方面的不足,指出差异化是市场发展的最终选择。房地产行业的差异化主要有四个方面:开发商、市场定位、区域地段和消费。
By making quantitative and qualitative analysis for real estate adverti sement from such aspects as newspaper space,imagi-nation,appearance,position and strategy in the newspapers of Chongqin g in September of 2001,this paper put s forward that real estate ad-vertisement of Chongqing is short of new imagination and united focuses a nd that difference is the final goal t o develop market.There are four differences in real estate industry which are exploitation merchants,market position,regional places and consumer.
出处
《重庆商学院学报》
2002年第1期73-75,共3页
Journal of Chongqing Institute of Commerce
