【作者】 张飞；

【导师】 李云波；

【作者基本信息】 哈尔滨工业大学 ， 管理科学与工程， 2012， 硕士

【摘要】 房地产行业，一直以来都是国民经济赖以生存的支柱。近年来由于我国经济改革的进行，随着房地产这一具有无限价值的商品开始复苏，得以流通，人们亟需改善住宅环境，并对生存质量提出了更多的要求；由于急速的城市化引发的问题和人口上升的影响，房屋购买的需求近年来也大大增加。随着住宅购买的需求量的日益增加，房地产广告的作用也就愈发重要起来。其中，房地产广告作为连结房地产开发商和住宅置业者的纽带，在整个房地产营销过程中都具有战略性地位。科学的房地产广告评价方案能够在很大程度上协助人们了解广告的整体效果，更好的提升其营销作用。然而，与国外在这方面的研究相比，我国对房地产广告效果评价问题的研究还比较滞后，没有找到一个符合我国国情的行之有效的房地产广告传播效果评价方法，这已经成为国内房地产广告业以及整个房地产营销工作发展的重要瓶颈。为了进一步研究房地产广告效果的评价工作，找到适合我国房地产业特殊需要的广告评价方法，本文仅针对房地产广告传播效果评价进行研究。本文首先从理论出发，对房地产广告传播效果评价方面的已有文献进行详尽的研究和思考，在对国内外对房地产广告效果评价工作的研究现状进行阐述的基础上，本文提出了自己的研究内容和研究思路。论文接下来介绍了房地产广告及其效果评价的基本理论，包括定义、基本内容和相关的特征等。接下来，我们对评价行为可能涉及的因素进行了详细的阐述和分析。为了广告评价工作的顺利进行，本文对已有的广告评价模型进行了对比分析，并建立了论文自己的房地产广告传播效果评价模型，为下文的案例分析做了充分的准备。然后，我们根据论文自己的模型，通过对影响因素的讨论，最后形成了拥有18个广告评价指标的指标体系。接着为了评价工作的进行，我们分别介绍了广告评价的三种方法：熵权法、TOPSIS法以及模糊综合评价法。最后，本文利用选取的房地产广告实际案例，结合论文的评价模型与方法，对房地产广告的实际传播效果进行了评价，在论证房地产广告传播效果评价方法合理性的基础上，为今后的相关研究给出了方向。更多还原

【Abstract】 The real estate industry,has always been the pillars of the survival of the nationaleconomy. In recent years, with China’s economic reform, the real estate, as a goods withthe infinite value, has been started to recover and in circulation. People are in urgentneed of improving the residential environment, and put forward more requirements forthe quality of life. Due to rapid expansion of the urbanization process and graduallyincrease of the population, the demand of house purchase in recent years also increasegreatly,and the role of the real estate ads has become more and more important. The realestate ads, as a bond of real estate developers and residential home buyers, also has astrategic position in the whole process of real estate marketing. A scientific evaluationfor real estate ads can help people to understand its overall effect, and improve itsmarketing role. However, compared with foreign real estate ads research, our researcheson real estate ads effect evaluating are still lagging behind relatively. Without aneffective real estate ads evaluating method which conforms the conditions of ourcountry, has become the main bottleneck of the develop of real estate ads industry, aswell as the entire real estate marketing. To compensate for the deficiencies of aboveproblems,this paper will give a study on the real state ads communicating effectevaluating.This paper has given a detailed study of the existing literature firstly, and on thebasis of a systematic exposition of the existing research,it has also presented the ownresearch content and ideas. It describes the basic theory of real estate ads and its effectevaluating, including the definition,the content and the characteristics of real estate adsnextly and have a detailed analysis of the factors affecting real estate advertisingcommunication. In order to evaluate the ads effect successfully, this paper gives acomparative analysis of existing ads evaluation model,and sets up its own real estate adscommunicating effect evaluating model. Then, on the basis of the model and factoranalysis,this paper constructs a ads evaluating index system which consists of18indexes and describes three methods for evaluating:the entropy weight method,theTOPSIS method and the fuzzy comprehensive evaluation method. Finally,this paperselects a real case of ads, and gives a real state ads communicating effect evaluatingwith the above models and methods.And it gives a direction for the future research onthe basis of argument for the rationality of the real state ads communicating effectevaluating mathod.更多还原