北京理工大学珠海学院 2020 届本科生毕业论文房地产广告营销风险及其对策研究摘 要广告营销作为房地产营销的主要工具，在房地产企业营销中起着非常重要的作用。但日前由于房地产的广告营销所导致的维权问题也与日攀升。本文针对房地产广告的特点以及营销中的内容，结合广告中常见的风险，利用文献查阅及风险得分图的方式，探讨其中出现的问题的风险性以及带来风险的因素有哪些，围绕这广告营销内容与风险之间的关系，给予一些营销中风险规避的参考性建议，再根据问卷调查，探讨规避广告营销风险的方向。关键词：房地产广告；广告营销；风险得分图；风险规避I北京理工大学珠海学院 2020 届本科生毕业论文II北京理工大学珠海学院 2020 届本科生毕业论文AbstractAs the main tool of real estate marketing, advertising marketing plays a very important role in the marketing of real estate enterprises. However, the problem of rights protection caused by the advertising and marketing of real estate is also rising. According to the characteristics of real estate advertising and the content of marketing, combined with the common risks in advertising, using the way of literature review and risk score chart, this paper discusses the risks of the problems and the factors that bring risks. Around the relationship between the advertising marketing content and risks, this paper gives some reference suggestions for risk aversion in marketing, and then according to the questionnaire survey To explore the direction of avoiding the risk of advertising marketing.Keywords: real estate advertising; advertising marketing; risk score chart; risk aversionIII北京理工大学珠海学院 2020 届本科生毕业论文目 录第一章 绪论...............................................................11.1 论文写作背景及意义........................................................11.2 课题国内研究现状..........................................................11.3 研究的目的...........................................................
