An Empirical Study On The Creativity And Marketing Strategy Of Real Estate Advertising In City Newspapers In Chongqing

With the accelerated process of Chinese urbanization, the real estate industry has been rapidly developed. The development of real estate needs the support of advertising in image building and marketing and other aspects, as a result, with the vigorous development of real estate, real estate advertising also ushered in the unprecedented development. Since the real estate advertising appeared in 1980 s, especially after entering 1990 s, it’s development was very rapid. In a certain sense, the history of the development of city in this 20 years, is the history of the real estate industry, and also the history of local real estate advertising. Chongqing’s local real estate advertising is very different from Beijing, Guangdong and other developed areas, because of Regional differences, different market conditions, consumption habits and living habits. As the most traditional media release form, the newspaper becomes an important carrier of communication in the advertisement of real estate because of its strong regional targeting, wide coverage and large circulation.This paper takes the newspaper advertisement of Chongqing real estate as the research text, makes quantitative analysis of the real estate newspaper ads from 2010 to 2014 in Chongqing, summarizes the overall state of Chongqing real estate advertising from creative strategy and marketing strategy, and extracts its intrinsic characteristics. This paper first sums up the Chongqing real estate industry, Chongqing real estate advertising development situation, media release forms, features and the advantages of newspaper as a dissemination of real estate ads, defines some related concepts, in order to draw the outline of a holistic understanding of the real estate newspaper advertising, provide information support as the basis for the follow-up studies; secondly, starting from the theory of advertising creativity and marketing, inquiries the text of the real estate newspaper advertising based on a lot of data collection,; then in the correlation analysis of the conclusion, summarize the the influence of real estate advertising on the psychology of audience, the way of life, and social culture etc by combining the theory of communication, psychology and sociology. Finally, author tries to Explore the future development of real estate advertising by combining with her own professional learning and experience, hoping that this research will enlighten and help the real estate advertising with more accurate and effective creativity and health development.