房地產(chǎn)廣告建構(gòu)消費(fèi)者心理分析-英

1、Real estate marketing and management of real estate property management thesis:Chinese real estate advertisements to construct consumer psychological intrinsic mechanism analysisAbstract: Chinese real estate advertising planning started in nineteen ninties, accompanied by the real estate to a strong

2、 economic attitude penetration into all aspects of Chinese society, real estate advertising planning is also gradually moving towards prosperity. This paper attempts to analyze the Chinese real estate advertisements in a particular context, in the consumer psychological identity influence to reveal

3、our real estate advertising communication to construct consumer psychological mechanism.Key words: real estate rental advertising psychology mechanismIn real estate marketing planning, advertising plays a very important role. Advertising is the real estate marketing planning for the final show, the

4、property market is the most direct and contact bridge, played the most basic informing. Good advertising is a market competitiveness of one of the important factors, will effectively enhance the quality of the event, stimulate the property market competitiveness.Real estate advertisement has its own

5、 characteristics, it and other public goods advertising the most direct difference is: general merchandise ( including car ), its outstanding creative advertising can be directly caused by advocates of the purchase, and also may be formed in a short boom, and even some consumer purchase behavior fro

6、m advertising anesthesia. But the real estate as a special commodity, no one will simply because the advertising and direct purchase behavior. Therefore, real estate advertising on the audience exerts an influence on the psychological identification is difficult, to explore the root causes, is as fo

7、llows:First, the real estate consumer is the highest degree of rational consumption, the real reasons to buy is the real own software and hardware condition whether accord with the demand of consumer. Its advertising creative role is to attract eyeball, but also a powerful and unconstrained style cr

8、eative impossible not to the point, must around these unique hardware and spread out, such as convenient transportation, education, lots of gold, superior quality and so on, which makes the real estate advertising creative play space was very limited.Secondly, the real estate consumer generally do n

9、ot behave as individual behavior. Personalized consumption behavior refers to the individual to ready to buy, purchase evaluation, implementation of the purchase and other aspects have played a decisive role. And real estate as a large amount of real estate, it is a kind of special commodity, decide

10、d to buy a single people are often, usually, at least to both husband and wife can be satisfied with the purchase, especially in China, if is three generations, then three generations are likely involved in the purchase behavior of. This leads to a real estate advertising target audience hierarchy,

11、to make advertising claims to attract everyones attention, must face the challenge of tastes differ all tastes.In third, property buyers psychological differ in thousands of ways, some people like the downtown, some people love peace, some people like high floor, some people like low floor, even in

12、the choice of the same floor, some people like the west, some people like the east . . Different property buyers have different ideas. In addition, according to the Maslow hierarchy of needs theory: when the lower needs have been satisfied, will create new high level demands. So for the same propert

13、y buyers to purchase, in the whole stage, their psychological needs are also often show a growing state. Thus, in the static of the real estate advertising to capture in the dynamic changes in the psychology of consumers, so that consumers can because of exquisite advertising on their own house of t

14、he right decision judgment, which is also a difficult task.But this is not to say that the real estate advertising can not as, just stay in the real estate marketing planning of the mouthpiece on the function. We know, the market is often through advertising awareness event, and generates a first im

15、pression. Therefore, good real estate advertising and marketing communication is crucial. Advertising communication is essentially with the target audience in the process of communication, the purpose is to let the audience have a sense of identity. Therefore, the Zhangjiagang real estate planners i

16、n the competitive process found in the open consumers recognize the significance of mechanisms, and to understand the property buyers mentality, in the ad did use all ones skill to reach consumers with effective communication, for consumers of reason and emotion the dual psychological identification

17、.One, harmony : the construction of the collective consciousness of consumer psychologyIn China, nature is always a human can live together in peace together and the mysterious power, Chinese philosophy of Taoism and Zen Buddhism common tendency is to return to nature, recover ones original simplici

18、ty. On the nature of root I thought, at various times, has been elucidated and rich: the Chuang-tzu frank and move, willful; Tao Yuanmings Hermitage garden; Wang Weis lingering landscape . . Whether it is the pursuit of spiritual freedom, or the realization of the ideal of life, and the world with t

19、he breath, and all things were pitching, all through the ages is the highest realm of survival chinese. Therefore, China is about harmony between man and nature, man and the universe one with nature, subject and object are not divided, in the unity of heaven and man under the influence of the though

20、t, Chinese and the natural scenery with natural intimacy, in the mode of living tends to be close to nature, feel the natural landscape of the aura of gas, even in a land of idyllic beauty life yearning and pursuit. For thousands of years of cultural deposits created by Chinese and natural feeling.R

21、eview our country real estate advertising, can be said to be fully aware of the Chinese consumer the collective consciousness, therefore in advertising planning all kinds of outstanding natural environment it is often seen. The creative projects, in addition with natural landscape related building c

22、oncept also emerge in an endless stream, for example Shuian life, ecological homeland, England, French style garden and so on China court, these ideas and concepts are always centered on the natural theme. In the event of names to describe this harmonious relationship between human and nature: examp

23、le meet the eye everywhere, for example in Taoyuan - city of Taoyuan dream, green home - real in the forest, people in the tree, Guangzhou Baiyun Fort - outside the castle hill fort Baiyun Baiyun Louwailou, wonderland, South Pearl Garden - looking everywhere from Jiangcheng Jiangnan pearl spring, fo

24、ur shore ten busy in, the Gulf garden - the way out, as the clouds . . In the advertisement, also intends to render the harmonious coexistence of man and nature scenes, is moving, such as: the Qian Long capital - - we live in a city, home next to a small park is a kind of happiness or a dream, to th

25、is kind of happiness, for this dream, we sought . . The capital is so that each of the owners in the house of his own park; day Liren and - first living Island, bridge, Zhanqiao water, air, so that the static and dynamic landscape architecture integration symbiosis, and the first of the rare species

26、 conservation park, for the days of Liren and make full of humanistic care of the original ecological urban quality life.In two, the clan affection : the construction of consumer psychology in traditional thoughtChina since ancient times is a traditional blood patriarchal society, in traditional Chi

27、nese culture, the most profound intrinsic, most has the inheritance mechanism of organization, is the idea of patriarchal clan system, in addition in Chinese history of thousands of years down the accumulation of Great Harmony thought influence, causes the family affection in Chinese historical deve

28、lopment process the important significance of family affection, cohesion in the Chinese concept of the underneath it all, in social values on the performance requirements of stability, unification. Home in the sense of the Sacred Heart Chinese occupies position, this awareness does not vary with tim

29、e and the historical shift is ingrained, can not be replaced. In reality, house home is the material premise, so since the ancient times, Chinese general desire in the slim between heaven and earth to have their land, as the saying goes gold or silver nest is inferior to his dog house, is also refle

30、cted the people to a place for.This follows the evolution of ideology to today, but also reflects the urban people in a busy social competition the longing for home and yearn for. In our real estate advertisement can be seen everywhere in this way: the middle-aged consumer groups to promote the seni

31、or clubhouse, on young consumer groups to promote the offbeat SOHO, for white-collar workers to promote the hotel elevator Residence, to Millionaire family is about luxury villa, in fact the only way kinship this root author. In addition to real case was also reflected the characteristics of, first,

32、 our country s real name as home, garden or to home title, after slowly evolved into a Ka and good, garden and home two two combinations, such as garden, garden and so on, and then later house, mansion, in the name of, China division also each appearance, and highlight the home theme of the estate a

33、dvertisement also developers have proved effective every time the coup, the Pacific Ocean times the real estate advertisements can be said with the Chinese human natural feelings and homesick complex - professional heart, loving home. After years of efforts, achieve success and win recognition, this

34、 is to share with family life sweet moment. Joy be 1700 Ping Forest Castle, achieve forest home of your dreams, 1700 Ping City Gallery, tree forest, heart health, embracing garden. Mountain. Water. Tree. Flower. Enjoy every day and happy family!Real estate advertising to highlight the home theme to

35、open the consumer recognition mechanism, this kind of propaganda to cater to the Chinese consumer to home craving, and China is typical and traditional culture idea has the inseparable relations. But the house and home after all, cannot be directly equated, so in the actual advertising planning must

36、 be careful, if a distorted and exaggerated, may bring negative effect. In 2010, the city of Weifang real estate company due to the increasingly fierce competition, the developers frequently made shocking ads, to attract property buyers attention. A real estate company to set up a huge outdoor adver

37、tising, eye-catching is the ad reads no house, no wife! , and then launched a similarly shocking ads: diamond ring, perhaps can capture the love; and, house, can strengthen marriage!. Imagine, such ads may attract passers-by eye, but attract after leaving curry favour by claptrap, quick impression,

38、but also to the society is also a kind of pollution.Three, survival ideal : the construction of consumer psychology of desire mechanismHobbes in Leviathan of the first volume had described human psychology: the impulse of desire coincides with the Platon spirit of rational arithmetic formula instead

39、, they are driven by the desire to pursue, meet up to the fierce degree. 1 normally, advertising is the most deep-seated desire through the image into consumption, in order to impress consumers, evoked the purpose of consumption. Real estate advertising is not exceptional also, many real estate adve

40、rtising speech is by means of stimulating consumers desire of generation to promote consumption. It should be said that each Chinese all have a house dream, of course, every kind of reason is, in order to get married, to children, in order to separate, in order to show off, in order to facilitate .

41、. No house to have their first home and work, had the house also fantasy can buy two has a more ideal residence, which are hidden in Chinese heart surging undercurrent of desire. In the construction of consumer psychology in the process of real estate advertisements, or woven through the narrative o

42、f consumer desire and reality to meet, to stimulate consumer desire or potential expansion and eruption, either way meet the needs of the consumers, it naturally has made consumer psychological identification.In this purpose, real estate advertising means but also be direct to consumers, in the full

43、 description of a living ideal at the same time, selling their products. For example, Danxia City - high level viewing, static life life; new capital city - an indoor enjoy a life of pleasure, ease control between will roam leisurely pace rhythm, the breeze, stars invited downtown dance, in the morn

44、ing with warm feelings; happy families - a comfortable called happiness in Singapore, the romantic lead, enjoy living space; China City Xindu - enjoy the bustling city of quiet, highlight the noble life of calm . . Extensive real estate ads in the severe attacks on the mass, mass of sensory stimulat

45、ion. Surface ornate words perhaps at this time played an inglorious role, they make the audience for advertising lack of value judgments, and immersed in advertising in the atmosphere created by.So, we see should soberly, consumers of this psychological identity is in fact be tempted and captivate g

46、enerated, in most cases, advertising call is not really needed, but survival beyond the necessary luxury. As the Frankfurt school pointed out, advertising to provide the public with a false, it is considered the needs of endless chase results, causing the individual in the economic, political and cu

47、ltural aspects are dominated by commodity fetishism. 2 on May 18, 2007, Beijing City Industrial and commercial bureau issued the administrative department for Industry and Commerce for breach of the construction of socialist spiritual civilization in the advertisement conduct a special inspection no

48、tice, in the notice requirements of outdoor real estate advertising content specification, especially said to contain luxury, extreme, top to enjoy wait for a word advertisement conduct a special inspection, but also to a certain extent for the real estate advertisement has sounded the alarm, warnin

49、g the advertising word line.In four, price: the effective means of constructing consumer psychologyChinese consumption concept has been substantial, save for the standard, so in the shopping process, with a common psychological, that is the value of goods of high quality and inexpensive, is also the

50、 value of goods the price is high. As the saying goes goods compares three it is the hope in comparison, with the least money to buy the best products. To buy a house for ordinary Chinese people, than the number of goods is a basic principle in the purchase, purchase, the price has become a lie in the buy and dont buy between a uncrossible river. Although in general China prices are high, but along with the increasingly intense competition between the real estate advertising, in proper hits the price war has b