| Since1992, along with the urbanization in our country, the real estate industry hasachieved vigorous development. At the same time, our country real estate advertising also hasmade a large development, emerging a group of professional real estate advertising company.They get lessons in the long-term advertising creation and form some unique communicationstrategies and communication skills. These strategies and skills are developed to the limit inhigh-end brand real estate estate advertisement. Because most of these professional real estateadvertising company become a high-end brand real estate’s own organization in fact.Therefore, this article is to choose the high-end brand of real estate advertisement as theresearch starting point, in order to find the first real estate advertising communication strategy,to promote the development of real estate advertisement in our country.This article first qualified for high-end real estate brand concept, points out that thehigh-end brand real estate is the unity of high-end real estate brand, high-end certifiedproperty brand and high-end property developers brand. From the perspective ofcommunication studies to analyzes the transmission process of the real estate advertising andelements, and make a distinction between the spread of a high-end brand real estateadvertising and the ordinary. This article is based on the summarizes of previous real estateadvertisements theoretical research, mainly through content analysis and case analysis, tostudy some well-known brands real estate developers,such as the Vanke, Zhonghai, Longhu,Jindi,include some of their famous buildings.The results show that the several links of high-end brand real estate advertisement havetheir own characteristics, in order to achieve the best sales results, each link is made tooptimization. Brand concept, Creative concept, Orientation concept, Media concept are allnecessary and important. They play a great role in a success salesment. |
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