【毕业论文】当前消费者购房广告心理研究.docVIP

湖南财政经济学院毕业论文 第 PAGE I 页 PAGE XII 当前消费者购房广告心理研究 摘 要 目前我国房地产行业正处于高速发展中，消费者对其关注度持续上升，房地产营销成为地产开发中的重要环节，它对提高房地产开发经营的经济效益，社会效益和环境效益等方面都起着重要的作用，尤其对整个房地产行业而言具有极其重要的现实意义。 传统的房地产营销理念是把营销活动简单地理解为将产品推销出去，但随着时代的变化，房地产市场已开始进入买方市场。因此，房地产营销只有围绕消费者展开，才能使营销发挥作用，取得效益，在消费者信息中最为重要的就是消费者心理方面的信息，而广告心理就是促使消费者购买的一重要因素。 本文正是在此背景下，对于当前消费者购房广告心理进行了研究。首先从我国现在的房产商对楼盘广告推广的某一案例引出行业营销现状，从而说明消费者购房心理在房地产营销中的应用之广泛性、重要性；再介绍消费者广告心理及运用；接下来分别举例说明房地产营销各阶段对消费者广告心理的运用；最后得出研究的结论，即只有去深入研究消费者消费心理，策划出好的营销策略，才能真在赢得消费者。 关键词：房地产营销，消费者购房心理，广告心理 Todays consumers purchase advertising psychological research Author:Min Ning Tutor:Shuailiang Xiong Abstract At present, Chinas real estate industry is in rapid development, consumer awareness continues to rise, real estate marketing real estate become an important link in the development, increasing economic benefit of real estate development and management, social and environmental benefits have played an important role in such areas, particularly for the real estate industry as a whole is extremely important practical significance. Marketing activities traditional real estate marketing idea is simply interpreted as a product to sell, but with the changing times, the real estate market has entered a buyers market. Therefore, real estate marketing only to focus on consumers, to make marketing work, access to benefits, is the most important consumer information consumer information about psychological, but there is a big factor in prompting consumers to buy. This article is against this background, for current consumption to purchase advertising psychology are studied. First from my now of property business to real estate advertising promotion of a a case leads industry marketing status, thereby description consumers buyers psychological in real estate marketing in the of application of extensive, and import