导　　师： 张鹏;范蕾

学科专业： 1201

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 近年来，随着市场经济的发展和城市化进程的加快，我国房地产行业迅猛发展。随着行业的壮大和竞争的加剧，广告在房地产项目营销中发挥了重要的作用。优秀的广告策略，不仅可以直接带动楼盘项目的销售量，还可以增加公众对房地产开发商的关注度，提升品牌内在价值。与此同时，房地产广告覆盖的范围越来越广，内容和形式和也愈加多样化。 在房地产广告快速发展的过程中，越来越多的问题也涌现出来。不少房地产开发商在选择媒体进行广告投放时往往面面俱到，从报纸、杂志到电视、网络和户外媒体，几乎涉及了所有的媒体类型。有的开发商不对媒体做出合理的评估与分析，只根据经验或偏好来选择广告所投放的媒体。在媒体的选择与组合上，企业只有对广告媒体运用系统科学的方法进行分析与组合，才能最大效用地将广告信息传达到目标市场，取得预期甚至更高的广告效果。 本文以T公司X项目为例，通过分析目前的广告媒体投放现状和实施效果，提出目前广告投放策略的问题。根据广告媒体投放组合流程，构建该项目广告媒体投放组合的数学模型，确定了媒体的种类及投放次数，提出了该项目广告媒体组合的方法，本文通过构建数学模型为T公司X项目进行广告媒体选择提供了科学、理性的思路和方案。同时，本文提出的广告媒体投放组合策略模型是一种关于媒体投放策略量化的方法，也对T公司其他项目以及广大房地产开发商进行广告媒体选择具有借鉴意义。 In recent years, with the development of economy and urbanization process, the realestate industry developed rapidly. With the growth of the industry and increasing competition,advertising has played an important role in real estate projects. Good advertising strategies,not only can improve the sales of real estate projects, can also increase the attention on thereal estate and enhance the intrinsic value of the brand. At the same time, the coverage ofadvertising become more and more wide. In the process of the real estate’s rapid development, more and more problems emerge.Many real estate developers select all kinds of medias, such as newspapers, magazines, TVmedia, network media and outdoor media. Some developers select medias only based onexperience or preferences without reasonable assessment and analysis. If the developersanalyze the medias and combine them scientifically, they can transmit the advertisingmessages to the target market efficiently and get the expected or even higher advertisingeffectiveness. Based on the company T project X as an example, this article put forward the problemsof the advertising by analyzing the current situation and effect of the present media launches.According to the process of media launches of advertising, this article creat a mathematicalmodel about the strategies of the media launches.It provides a scientific thought and rationalscheme. Meanwhile, the mathematical model is a quantitative method about strategies of themedia launches.This method has the reference significance for the other projects of companyT and the real estate developers.

关 键 词： 房地产广告 媒体投放组合 线性规划

分 类 号： [F713.8 F299.233.4]

领　　域： [经济管理] [经济管理] [经济管理]