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买方市场的激烈竞争,使得房地产开发商以市场为导向,在项目开发经营的过程中,以科学的市场调研为基础,通过市场细分、目标市场选择与市场定位,以明确诉求对象,并采取相应的广告宣传推广策略,增强广告宣传的针对性,使广告宣传收到事半功倍之效。本文以广州城建开发兴业房地产中介有限公司(简称兴业地产)成功代理的财富广场、天俊国际为案例,探讨房地产项目定位与广告宣传之间的互动关系,旨在说明,房地产项目的市场定位是项目营销的基石,以科学、明确的市场定位为导向,广告宣传才能回归其本质与价值。
In the fierce competition of the buyer’s market, real estate developers are guided by the market. In the process of project development and operation, based on the scientific market research, through the market segmentation, target market selection and market positioning, The corresponding advertising promotion strategy, enhance the relevance of advertising, so that advertising received a multiplier effect. This article takes Guangzhou Urban Construction Development Industrial Real Estate Agency Co., Ltd. (referred to as Industrial Property) successfully represented Fortune Plaza, Tianjun International as a case to explore the interactive relationship between real estate project positioning and advertising to illustrate the real estate project’s market position is Project marketing, the cornerstone of a scientific and clear market-oriented, advertising can return to its essence and value.