房地產廣告企劃與設計的研究：以台北市青田街住宅案為例

林靜君(Jing-Jun Lin)

指導教授 ： 梁桂嘉

國立臺灣師範大學/藝術學院/設計研究所在職進修碩士班/碩士(2006年)

摘要

房地產廣告的獨特性，除了房地產商品本身所具有的特色，整個代銷作業流程的內涵與整合行銷傳播所揭櫫的精神頗有相似之處。從房屋預售個案的廣告作業流程來看，房地產廣告策略的規劃，從代銷業者與起造人或建設公司提案溝通或簽訂合約時即已開始。

本研究之目的，即藉由房地產廣告策略的形成與實務作業流程的操作，去探討房地產代銷業者藉由哪些銷售模式將商品推銷給潛在消費者。因此，本論文將從房地產、行銷與消費者行為三方面來回顧文獻，從而建構房地產廣告理論基礎，確立廣告設計在房地產廣告中的定位與作業模式，再以台北市青田街住宅案作為本論文的研究標的，從個案背景、廣告企劃、設計調性、媒體應用到廣告表現。

最後經由研究得知，房地產的消費者在涉入理論中是屬於高涉入的消費群眾，據此，房地產代銷公司在行銷手法上對產品資訊的提供，應是藉由整合行銷提供具說服力的產品資訊、創造認同、並營造信賴。

本研究中最後的作品，以青田街的建築個案為主體，運用宋代徽宗的穠芳詩帖，以歷史人文的高點作為起始，融於房地產廣告的流程來進行全案的創作展現。

關鍵字

房地產 ； 整合行銷 ； 消費者行為 ； 涉入理論

並列摘要

Aside from the feature of the real estate itself, the flow of the real estate marketing is pretty similar to the principal of the integrated marketing communication (IMC). From the aspect of advertising process for a pre-sale real estate, it starts from the time of contract signed between the construction company and the real estate marketing company.

The purpose of this essay is by way of studying the coming out of a advertising strategy and the operating process in real world business to explore how the real estate marketing company make use of what sales model to promote the product to potential consumers. Thus, this essay commences studying literatures on the real estate, marketing and consumer behavior to establish the fundamental of advertising theory to assert the advertising model on the process of real estate marketing. After that, take the example of the Chin-Tien Mansion to study how actually the marketing and advertising tactics are executed.

From the study we understand that the consumers for the real estate are the high-involved people according to the involvement theory. Consequently, the way to provide information to the specific consumers for the real estate marketing company to do marketing should focus on providing convincing information, creating self-identity and building trust.

Combine culture and history with advertisement, the finally part of the study demonstrates the works applying the brushworks of Sung We-Chon into the case of Chin-Tien Mansion.

並列關鍵字

real estate ； integrated marketing communication (IMC) ； consumer behavior ； involvement theory

參考文獻

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