目录一、引言.................................................................2二、房地产广告策划........................................................31、房地产广告策划的内涵...................................................3（1）房地产广告的基调...................................................3（2）房地产广告的诉求点.................................................4（3）房地产广告的创作...................................................5（4）房地产广告媒体....................................................52、SWOT分析..............................................................5（1）SWOT的内涵.......................................................5（2）针对SOWT分析房地产广告策划应该注意的方面.............................63、房地产广告策划宣传....................................................6三、房地产广告案例策划分析.................................................81、重庆房地产广告策划案例比较分析..........................................82、重庆房地产广告策划案例总结..............................................9四、房地产广告策划SWOT分析及运用..........................................101、重庆房地产广告策划SOWT分析..........................................102、重庆房地产广告策划SOWT分析的运用......................................11五、总结..................................................................12参考文献...............................................................13浅析重庆房地产广告策划重庆XXXXXX学院贸易经济专业XXXX级经济人班XXX指导教师：XXX中文摘要：随着我国房地产制度的不断改革和完善，房地产企业为了提高竞争能力和实现企业价值最大化，越来越重视房地产广告策划，广告策划具有很高的应用价值。房地产广告策划作为企业提高竞争能力和实现企业价值最大化一种重要方式，贯穿于房地产营销策略的始终，影响着企业的收益和企业目标的实现，越来越多的企业认识到广告策划在筹资、投资、经营等活动中的重要作用。新房地产税在重庆已经于2011年2月开始实施，房地产广告策划也在这个时候突显出更为重要的作用，本文里就此作一点探索，探讨重庆房地产广告策划的优势、劣势。本文通过理论和一定案例分析，论述了适合重庆房地产广告策划的基本思路，运用理论并结合现实情况作出的筹划方法，对广告策划在重庆房地产筹资、经营、投资活动中的应用进行了探讨，并通过比较分析，找到适合重庆房地产广告策划的方案。关键词：房地产广告策划比较分析SOWT分析Abstract:AsChina'srealestatecontinuestoreformandimprovethesystem,therealestatebusinessinordertoimprovecompetitivenessandachievemaximumbusinessvalue,moreemphasisonrealestateadvertisingplanning,advertisingplanninghasahighapplicationvalue.Realestateadvertisingasabusinessplanningtoimprovecompetitivenessandachieveanimportantwaytomaximizeenterprisevalue,throughouttherealestatemarketingstrategyhasalwaysbeen,impactontheenterprise'srevenueandbusinessgoals,moreandmorecompaniesrecognizethatadvertisingplanningInthefinancing,investment,managementandotheractivitiesimportantrole.NewrealestatetaxinChongqinginFebruary2011hasbeenimplemented,therealestateadvertisingplanatthistimealsohighlightsamoreimportantrole,makeapointonthissubjectinthisexplorationofrealestateadvertisingplanChongqingstrengths,weaknesses.Bytheoryandsomecasestudies,discussestheplanningforChongqing,thebasicideaofrealestateadvertising,theuseoftheoryandtherealityofplanningtomakewayforrealestatefinancinginChongqing,advertisingplanning,operation,investmentactivitiesarediscussedintheapplicationand,throughcomparativeanalysis,tofinds...
