房地產豪宅行銷與廣告設計之研究-一台北市忠誠路建案為例

A Study of Marketing and Advertising Design for Mansion - The Case of Jhong Cheng Mansion as an example

婁邦俊(Lou Pang Chun)

指導教授 ： 梁桂嘉

國立臺灣師範大學/藝術學院/設計研究所/碩士(2009年)

摘要

房地產是世界上金額較大的商品之一，尤其以豪宅建案而言。在現今台灣房地產市場中豪宅建案已超越傳統建案，成為房地產銷售主力之一，加上房地產本身商品區域性非常明顯，對於豪宅建案的整體開發、行銷企劃、產品定位、甚至媒體廣告的整合運用，都具有其特殊環境背景的考量。
本研究之目的，藉由房地產行銷策略與廣告企劃的理論與模式，去探討豪宅行銷的手法與整體廣告運作流程。因此，本研究將回顧房地產行銷與廣告相關文獻來探討台灣房地產現況、未來發展願景，包括市場分析、市場區隔、產品定位及行銷策略，到個案市場環境分析、廣告企劃、設計調性、媒體選擇及最後的廣告呈現。從而建構豪宅行銷與廣告企劃之理論基礎，確立房地產豪宅商品的行銷與廣告企劃作業模式，再以台北市忠誠路建宅案，作為本研究實務創作的研究對象。
依據分析與研究結果，運用整個房地產豪宅個案的行銷與廣告企劃流程為藍本，以忠誠路建案為主體，發展出「反璞歸真、回歸自在生活」為主軸的廣告表現，把本建案獨有「生活」與「環境」所營造出來的閒適生活美學，融於房地產廣告的創意發想當中，進行全案的廣告創作呈現。

關鍵字

房地產行銷 ； 廣告企劃 ； 豪宅

並列摘要

Real estate is relatively more profitable commodity, especially for mansion. Currently, private mansion has become one of the main business sources in the real estate industry. One key feature is its regional constraint, the overall project development, marketing planning, product positioning, and integrated communication, therefore have to be specifically tailor-made for the region.
The objective of the study is to explore the marketing and advertising approach and process for mansion through the theory of marketing and advertising strategy. Hence we first discuss the current status and the future prospection of real estate in Taiwan by reviewing the marketing and advertising documents of the industry including the market analysis, advertising plan, designing style, media option, and final advertisement demonstration. And then we build up the model of marketing and advertising theory for mansion to structure their marketing and advertising approach and process. We finally take the mansion project at JhongCheng road, Taipei as the case for our practice objective.
Based on the results and the analysis of the study, we utilize the marketing and advertising process of mansion as the blueprints, the JhongCheng project as the main body, to develop the core advertising message, “return to the innocence and nature”. We bring the specific leisure “life style” and “nature environment” of the project into the creative idea generation and further develop and demonstrate the complete advertisement.

並列關鍵字

Real Estate Marketing ； Advertising plan ； Mansion

參考文獻

23. 林靜君（2007）。《房地產廣告企劃與設計的研究〆以台北市青田街住孛案為例》。國立台灣師範大學。設計研究所在職專班碩士論文。

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