The Study On The Issues Of The Development Strategy Of Real Estate Advertising In China

The real estate advertisingplays a very important role in promoting the sales of real estate products, building the "loyalty" of real estate consumer, improving the visibility and brands of real estate enterprises and increasing the efficiencies of real estate investment and sales. The real estate advertising has also been experiencedfrom starting, developingto gradually mature. It is from the simple description of the buildingto a series systematic research including advertising designing, planning, media selection, advertising effectiveness evaluation and so on. It has become the second creation after the construction of real estate, and also the core refining and reflection of the value of the project. With the development and maturity of real estate market, the changing of "seller’s market" to "buyer’s market" and the intense competitionof real estate development, the advertising planning of real estate has become very important.In this thesis, the status of real estate advertisinghas been concluded based on the marketperformance of real estate advertising of big cities in China. Combining some practical cases of real estate projects, the problems of real estate advertising in aspects of planning, demands, positioning, pictures and culture have been analyzed.According to the existed problems of real estate advertising in China, a deep study has been carried out on the negative effect of these problems on consumers, developers, media, social relations and social value orientation etc.Meanwhile, from different aspects of policy development, regulations and advertising embodiment, different strategies have been used to solve the problems in real estate advertising, which will promise real estate advertising a healthy development in China under the right guidance of professional and humanistic ideas.At the same time, with the growing use of electronic technology, new media emerged and has been fully utilized in real estate advertising. New media such as wechat, weibo, isight and network etc. have been used increasingly for promotions of real estate advertising. The fast, richness and low costs of new media make it popular among the developers and also a fabulous effect on markets. Therefore, according to the real estate project cases in Wuhan, this paper finally analyzed the changes of real estate advertising on marketing message, consumer needs and media useetc. with development of new media.The development trend of real estate advertising in China has also been explored.