房地产广告建构消费者心理分析-英.doc

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 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 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 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 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 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 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 eyeball, 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.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 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 real estate advertising target audience hierarchy, to make advertising claims to attract everyone's 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 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 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 because 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 advertising 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. 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 one's skill to reach consumers with effective communication, for consumers of reason 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。