链家品牌创意广告分析研究 影视编导专业

摘 要2001 年成立的链家打破了房产中介行业潜规则，凭借真房源、专业服务迅速发展壮大。2008 年链家和大连好望角合并后进入沈阳，并占据了一定份额的市场，但在发展过程中，仍旧出现了一些问题。笔者通过在链家三个月的实习工作和对消费者的调查发现，目前仍有一部分消费者对于房产中介持不信任态度，主要源于早期“黑中介”市场乱像带给消费者的刻板印象。也有一部分消费者表示不知道链家品牌，笔者整合分析了链家以往的广告宣传，链家的广告大部分源自于经纪人朋友圈或者门店宣传页，形式单一，宣传力度也不大。因此，此次项目笔者以链家“真房源”为中心，设计制作了创意动画宣传广告。关键词：链家； 房地产中介； 动画； 企业广告Abstract Lianjia set up in 2001 broke the hidden rules of real estate intermediary industry, with real housing, professional services rapid growth. In 2008 Lianjia and Dalian Cape of Good Hope merged into Shenyang, and occupied a certain share of the market, but in the process of development, there are still some problems. Through three months of practice in Lianjia and the survey of consumers, the author found that there are still some consumers do not trust the real estate intermediary attitude, mainly from the early "black intermediary" market chaos brought to consumers stereotype. There are also some consumers do not know Lianjia brand, the author integrated analysis of Lianjia's previous advertising, Lianjia's advertising mostly from the broker's circle of friends or store publicity page, the form is single, publicity is not strong. Therefore, the author of this project to Lianjia "real house source" as the center, the design and production of creative animation advertising.es.Keywords: Lianjia ; Real Estate Intermediary ; Animation; Corporate Advertising引 言房地产行业作为国民经济的基础之一，也是重要的经济支柱产业，不少投资者已经看到房地产行业巨大的利益所在。但是房地产行业并不是一项简单的投资，它还是百姓关注的民...