[摘要] 面对巨大的库存压力,进入年底,潍坊开发商更是不能松懈,通过各种渠道促进销量。本周潍坊有4个楼盘选择投放纸媒广告,投放量较上周小幅上涨。
去年以来,政府已经出台了一系列刺激政策,包括降息、公积金政策调整、下调商业贷款首付比例、松绑外资进入楼市等。在这些政策作用下,虽然楼市整体有所回暖,但回暖主要集中在一线城市和部分二线核心城市,而广大三四线城市则改观不大。面对巨大的库存压力,进入年底,潍坊开发商更是不能松懈,通过各种渠道促进销量。本周潍坊有4个楼盘选择投放纸媒广告,投放量较上周小幅上涨。
一.本周纸媒投放量分析
本周投放平面媒体有4个项目,投放总量是3.75。本周潍城区有两个项目投放平面媒体,高新区和经济开发区各有一个项目投放纸媒广告。
本周媒体的监测范围包括《潍坊晚报》、《晨鸿信息》、《齐鲁晚报》对潍坊影响力比较大的报纸资讯类平面媒体。报纸广告发布版面量统计以1表示一个整版、1通栏=0.25整版、1半版=0.5整版为准。
纸媒广告投放统计
RDER-: windowtext 0.5pt solid;HEIGHT: 42pt;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 68pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: #ccffcc" height="56" rowspan="2" width="91">楼盘名称 | RDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 47pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: #ccffcc" width="62">潍坊晚报 | RDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 47pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: #ccffcc" width="62">晨鸿信息 | RDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 47pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: #ccffcc" width="62">齐鲁晚报 | RDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 172pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: #ccffcc" rowspan="2" width="229">项目近期活动 | RDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 50pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: #ccffcc" rowspan="2" width="66">合计 |
RDER-: windowtext;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 47pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: #ccffcc" height="28" width="62">投放量 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 47pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: #ccffcc" width="62">投放量 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 47pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: #ccffcc" width="62">投放量 | |||
RDER-: windowtext;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: transparent" height="28">弘润金茂府 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">1 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent"> | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">1 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 172pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent" width="229">平墅/别墅/洋房/高层,后臻藏房源敬邀您甄选品鉴 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: yellow">2 |
RDER-: windowtext;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: transparent" height="28">清平花园 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent"> | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">1 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent"> | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 172pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent" width="229">12月12日精彩开盘,首付2万起,送2万元品牌家电 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: yellow">1 |
RDER-: windowtext;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: transparent" height="28">金色嘉园 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent"> | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">0.25 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent"> | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 172pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent" width="229">金色嘉园二期盛大奠基 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: yellow">0.25 |
RDER-: windowtext;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: transparent" height="28">恒大翡翠华庭 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent"> | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent"> | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">0.5 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 172pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent" width="229">双十二淘房节,86折抢5套一口价 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: yellow">0.5 |
RDER-: windowtext;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: yellow" height="28">合计 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: yellow">1 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: yellow">1.25 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: yellow">1.5 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: yellow"> | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: yellow">3.75 |
二.各区域纸媒投放量分析
潍坊楼市本周各区域纸媒广告投放量分析
RDER-: windowtext 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 65pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: #ccffcc" height="28" width="87">区域 | RDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 74pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: #ccffcc" width="98">楼盘名称 | RDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 44pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: #ccffcc" width="59">投放量 | RDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 222pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: #ccffcc" width="296">优惠 | RDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 43pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: #ccffcc" width="57">合计 |
RDER-: windowtext;HEIGHT: 42pt;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 65pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: transparent" height="56" rowspan="2" width="87">潍城(2) | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">恒大翡翠华庭 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">0.5 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 222pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent" width="296">双十二淘房节,86折抢5套一口价 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">0.5 |
RDER-: windowtext;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent" height="28">清平花园 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">1 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 222pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent" width="296">12月12日精彩开盘,首付2万起,送2万元品牌家电 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">1 | |
RDER-: windowtext;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 65pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: transparent" height="28" width="87">高新 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">弘润金茂府 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">2 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 222pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent" width="296">平墅/别墅/洋房/高层,后臻藏房源敬邀您甄选品鉴 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">2 |
RDER-: windowtext;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 65pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: transparent" height="28" width="87">经济开发区 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">金色嘉园 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">0.25 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 222pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent" width="296">金色嘉园二期盛大奠基 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">0.25 |
RDER-: windowtext;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: yellow" height="28">合计 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent"> | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: yellow">3.75 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent"> | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: yellow">3.75 |
从投放区域来看,本周潍城区有两个项目投放平面媒体,高新区和经济开发区各有一个项目投放平面媒体。从投放量来看,高新区投放量为2,潍城区投放量为1.5,经济开发区为0.25。
三.纸媒投放量对比分析
潍坊楼市纸媒周投放量对比分析
本周纸媒广告投放量为3.75,较上周的3.5小幅上涨。到了年底,开发商去化库存的压力加大,潍坊很多开发商都注重开源节流,尽量通过减少支出、低价促销卖房。
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