文創藝術元素應用於高階住宅行銷策略之研究-以大於二廣告為例

Abstract

房地產行銷超過五十年，見證台灣經濟發展進入已開發國家，房地產廣告企劃是房地產行銷中不可或缺的一環，尤其二十年來產品銷售興起美學行銷概念，將高單價房屋銷售的過程，除了結構安全、格局規劃、地段交通因素，能否帶出消費者對產品的渴望，便是廣告企劃從業者的重要工作。由於房地產發展帶動國家經濟開發，甚至影響總體經濟，期刊論文或專書研究繁多，內容有房產區域經濟、房產行銷策略、某一建設公司等等，對廣告企劃文案則較少著墨，本研究以大於二廣告有限公司多年從事房地產廣告企劃行銷執行個案進行研究分析，實證創意設計與美學行銷結合的可行性。研究方法以質性研究為主，透過與各專業領域人員第一手訪談資料，並以本研究自身執業經驗，證明以文化思維帶入產品體質，強調居住空間可以是一個盡情放鬆而無壓力的場域，以及以藝術欣賞角度提升產品的美學價值，在房地產銷售包裝上，可以被消費者接受，也就是說廣告企劃以文創藝術元素應用於高階住宅的行銷策略是可行的方案。Real estate marketing has been in existence for over 50 years, witnessing Taiwan's economic development into a developed country. Real estate advertising planning is an indispensable link in real estate marketing. Especially in the past 20 years, the rise of aesthetic marketing concepts in product sales has become crucial in the high unit price housing sales process. In addition to factors such as structural safety, pattern planning, and location traffic, it can evoke consumers' desire for products. This makes it an important job for advertising planners. As real estate development drives national economic development and even affects the overall economy, there have been numerous studies in journal papers or books, including regional real estate economy, real estate marketing strategies, and specific construction companies. However, there has been little focus on advertising planning. This study is based on the research and analysis of real estate advertising planning and marketing execution cases conducted by PlusOne Advertising Co., Ltd. over the years. It aims to demonstrate the feasibility of combining creative design with aesthetic marketing.The research method primarily involves qualitative research. Through first-hand interviews with personnel from various professional fields and the practical experience gained from this research, it proves that incorporating cultural thinking into the essence of the product, emphasizing that living space can be a relaxing and stress-free environment, and enhancing the aesthetic value of products from the perspective of artistic appreciation, can be better accepted by consumers in the packaging of real estate sales. In other words, applying cultural and creative art elements to the marketing strategy of high-level housing in advertising planning is feasible.