Case Study Of Advertising Strategy Of Wuhan ShengCheng He Yuan Real Estate Project

With the rapid development of real estate industry from 1990's, real estate advertising industry rises in China. It accounts for a significant market share. Due to specificity of real estate products, there is some difference between real estate advertising and general merchandise advertising. It requires more high quality and more systematic, periodic, timing, strategic and integrity than the other advertisings. Advertising based on project reality varies greatly. Rich samples in real estate advertising industry provides a lot of experience for the practitioners, as well as a lot of material for research. However complex representation tends to hide behind advertising strategies and motivation. So, current research focuses on performance advertising in real estate advertising mostly. Research on the Ad text is the most because Ad text is the most visible. Research on the policy and strategy is little. Now, real estate industry has become an integrated marketing. Real estate advertising should complete information dissemination, branding guidance, promote sales, consumption, and other functions. This series of work is actually of the re-creation on the sale. To make full use of advertising, we should research on the behind operations and strategyThe history of the development of real estate advertising industry in China is inspected first. In just a dozen years, real estate advertising developed from a simple information publishing to the whole procedure of the project. At last, it became a complex marketing system connected with production in close. Advertising performance developed from the simple to the diverse. The usage of developed from single to complex. Recessive ads penetration replaced the dominate AD. And the integrated marketing methods became more integrated. Project manager have to learn from practice constantly. Systematic theoretical guidance from the sound real estate marketing theory is very essential also. Sheng cheng He Yuan project in Wuhan was chosen as sample. The whole advertising strategy of this project such as advertising strategy, advertising theme strategy, performance of strategy, public relations strategy and media delivery strategy were inspected in detail. Optimal program were worked on with these researches. The aim of this article is to provide theoretical guidance for the advertising strategy of small, medium and high-end real estate.