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据有关资料显示,2000年全国房地产完成投资,1902亿元,比上年增长19.5%。2001年一季度全国房地产开发投资累计完成677亿元,同比增长22.9%,完成销售面积1829万平方米,同比增长31.4%,销售额累计441亿元,同比增长48.9%。2001年3月12日北京天鸿宝业房地产股份有限公司在上海证券交易所挂牌上市,此举标志着自1994年以来长达7年之久的暂停房地产类企业上市“禁令”正式解除。据统计,2000年房地产广告投放额比1999年上升40.18%达59.59亿元,占全国广告总营业额712.66亿元的8.36%,产业广告投入排序由上年的第5位上升为第4位。2000年全国报业广告营业额前三名的广州日报(11.04亿元)、新民晚报(9.72亿元)、北京青年报(9.21亿元),房地产广告投放量均占第1位,分别占各自广告营业额的49.59%、25.19%、36.89%。房地产行业持续升温,房地产广告来势汹涌,一个巨大而充满诱惑力的市场空间已然为广告人打开,面对如此空前的机遇,已经涉足房地产业的广告人做得怎样?铆足劲想加入进来的广告人做好准备了吗?在此我们不想给广告人若干个空洞的教条,只想把成功托给大家共同分享,以便从中汲取智慧。本案例虽创作于1998年,其卓越的平面广告创意表现及给开发商带来的空前销售业绩,至今读来仍余韵萦怀,而“丽江花园”在广州仍是一个富含价值的优秀房地产品牌。
According to relevant statistics, in 2000, the real estate investment in the country was completed, 190.2 billion yuan, an increase of 19.5% over the previous year. In the first quarter of 2001, the investment in real estate development in the country totaled 67.7 billion yuan, an increase of 22.9% over the same period of last year. The sales area was 18.29 million square meters, an increase of 31.4% over the same period of last year with a total sales of 44.1 billion yuan, an increase of 48.9% over the same period of last year. March 12, 2001 Beijing Tianhong Baoye Real Estate Co., Ltd. listed on the Shanghai Stock Exchange, marking the suspension of up to seven years since 1994, the listing of real estate companies to suspend the formal ban . According to statistics, in 2000, the amount of real estate advertising was increased by 40.18% over 1999 to 5.959 billion yuan, accounting for 8.36% of the total national advertising revenue of 71.266 billion yuan. The ranking of industrial advertising investment rose from No. 5 to No. 4 in the previous year. In 2000, the top three newspapers in the country reported the daily turnover of Guangzhou Daily (1.104 billion yuan), Xinmin Evening News (9.72 billion yuan), Beijing Youth Daily (921 million yuan) and real estate advertisement respectively. Advertising turnover of 49.59%, 25.19%, 36.89%. Real estate industry continues to heat up, real estate advertising momentum turbulent, a huge and tempting market space for advertisers already open, in the face of such unprecedented opportunities, has been involved in the real estate industry advertisers how to do? Riveting enough to join in Are we ready for the advertisers? Here we do not want to give the advertisers a few empty doctrines, just want to share the success of the public to share in order to learn from wisdom. Although this case was created in 1998, its outstanding print ads creative performance and unprecedented sales to developers, so far still enjoyable reading, and “Lijiang Garden” in Guangzhou is still a value-rich excellent Real estate brand.