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1、【精品文档】如有侵权，请联系网站删除，仅供学习与交流房地产广告建构消费者心理分析-英文版.精品文档.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 n
2、inties, accompanied by the real estate to a strong 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 co
3、nsumer psychological identity influence to reveal 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
4、estate marketing planning for the final show, the 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 com
5、petitiveness.Real estate advertisement has its own 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
6、boom, and even some consumer purchase behavior from 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
7、is difficult, to explore the root causes, is as follows: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 eyeba
8、ll, but also a powerful and unconstrained style creative 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
9、.Secondly, the real estate consumer generally do not 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
10、 estate, it is a kind of special commodity, decided 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 r
11、eal estate advertising target audience hierarchy, 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 lik
12、e high floor, some people like low floor, even in 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 crea
13、te new high level demands. So for the same property 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 becaus
14、e of exquisite advertising on their own house of the 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 adv
15、ertising awareness event, and generates a first impression. 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.
16、Therefore, the Zhangjiagang real estate planners in 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
17、 and emotion the dual psychological identification.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 t
18、o return to nature, recover ones original simplicity. 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 real
19、ization of the ideal of life, and the world with the 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 o
20、f heaven and man under the influence of the thought, 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
21、 deposits created by Chinese and natural feeling.Review 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
22、addition with natural landscape related building concept 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 harmo
23、nious relationship between human and nature: example 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 ev
24、erywhere from Jiangcheng Jiangnan pearl spring, four 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 s
25、mall park is a kind of happiness or a dream, to this 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 integr
26、ation symbiosis, and the first of the rare species 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 traditi
27、onal blood patriarchal society, in traditional Chinese 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, caus
28、es the family affection in Chinese historical development 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 occupi
29、es position, this awareness does not vary with time 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 silve
30、r nest is inferior to his dog house, is also reflected 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: t
31、he middle-aged consumer groups to promote the senior 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
32、 was also reflected the characteristics of, first, 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 appear
33、ance, and highlight the home theme of the estate advertisement 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
34、efforts, achieve success and win recognition, this 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
35、estate advertising to highlight the home theme to 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 e
36、quated, so in the actual advertising planning must 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
37、real estate company to set up a huge outdoor advertising, 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 le
38、aving curry favour by claptrap, quick impression, 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 Pl
39、aton spirit of rational arithmetic formula instead, 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 advertis
40、ing is not exceptional also, many real estate advertising 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 separat
41、e, in order to show off, in order to facilitate . . 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 estat
42、e advertisements, or woven through the narrative of 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
43、means but also be direct to consumers, in the full 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
44、 breeze, stars invited downtown dance, in the morning 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 se
45、vere attacks on the mass, mass of sensory stimulation. 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 psychologi
46、cal identity is in fact be tempted and captivate generated, 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, causin
47、g the individual in the economic, political and cultural 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
48、 the advertisement conduct a special inspection notice, 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
49、estate advertisement has sounded the alarm, warning 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 value of goods the price