The Research Of Estate Advertisement And The Annalysion Of Business Estate Case In Shanghai

With the development of economy in China, the real estate industry has become the pillar of the national economy. With the development of estate trade, the estate advertisement has become an independent and rational industry. The packaging and planning of estate advertisement as well as the positive effect that advertisement brings have turned an effective factor promoting the sell of estate. Moreover, estate advertisement has become the essential knowledge of estate market, which is one of the kernel factors determining the sell of estate. Therefore, the study of estate advertisement is of importance and of value both for estate and media industry.This thesis takes the estate advertisement as the research subject. On the basis of media studies and advertisement studies as well as the positivist study, the thesis analyzes the characteristics of mass media that advertisement shows in estate industry under the background of estate market and its rules for development. The former part of the thesis is the theoretic illustration. Firstly it sums up the history and displays the current situation of estate industry in China. And then it concludes the connotation and range of estate advertisement, uncovering the rules showed in mass media. At last it summaries the mistakes in estate advertisement, points out the measures of management which should be taken, and forecasts in a scientific and objective way the future tendency of estate advertisement.The later part of the thesis explores the issues on efficiency of business estate and the strategies of media compounding. With the business estate of the kernel region in Yangpu District of Shanghai Municipality as a case study, the thesis makes an analysis of the estate advertisement's designing, planning and propagation in performing details and then concludes the most effective ways for estate advertisement and its rules. The case study is located in the second rank region of the first rank city in China. Therefore, it is significant to afford reference of the strategies of making advertisement for most of production in this industry.The research in this thesis is based on the case study of the first rank city in China as well as the data from mainstream media. With the comparison method, the research explores the differences and similarities in estate advertisement. The data in the case study are all from the first-hand and absolutely true. In the author's opinion, the research is a useful attempt in the developing and perfecting process of estate advertisement and it is hoped to afford some clues for the estate advertisement industry in China.