Research On The Production And Dissemination Of Article Titles Of Real Estate Platforms

Since the establishment of Chinese commercial housing system,with the development of reform,opening up,and urbanization,the real estate industry has developed rapidly.The increasing demand for transactions in the real estate industry has made house trading inseparable from the lives of ordinary people,making the public more concerned about real estate information.From newspapers to online media,the carrier of real estate information is constantly updated.Nowadays,some real estate trading platforms have been transformed into platforms that balance real estate transactions and real estate information.In such a large environment,in order to obtain more commercial benefits,Jinritoutiao property channel is upgraded to Xingfuli.In order to acquire users in the existing market,in addition to focusing on listing information,Xingfuli also focuses on content.At present,the mainstream of the real estate content is still in the form of articles.Combined with the characteristics of online communication,the title plays an important role in the content of the article.As the title of the article in the Xingfuli of the emerging real estate platform,its production and communication are unique.Xingfuli uses Jinritoutiao as the content output source,and the production style of its article titles is in the same vein.Xingfuli and Jinritoutiao are spread on two platforms to improve the efficiency of article headline communication.Therefore,from the perspective of production and communication,the title of the article in Xingfuli is analyzed,and the current situation of real estate content under the commercialization platform is explored.Based on the internship experience of the operation team in Xingfuli,I discovered and summarized the production mechanism of the article title.This article studies how the title of the article in Xingfuli is produced from three aspects:the information source of the title,the mode of production,and the characteristics of the gatekeeper.At the same time,because the articles in Xingfuli are all from Jinritoutiao real estate channel and the two belong to the same operation team,at the same time,the data in Xingfuli is consistent with Jinritoutiao real estate channel articles.In order to facilitate the collection and sorting of samples,we selected three representative headlines in Jinritoutiao property channel as the source of the samples.Therefore,the article titles of the headlines "China Real Estate News","True Name Lu Jun",and "Xingfuli APP" were selected as research samples from July 1,2019 to December 31,2019.By analyzing the punctuation,word frequency and sentence pattern of the sample title sample,it is concluded that the article title in Xingfuli takes the real estate market information as the core content,uses professionals and channels to enhance credibility,and uses data to create an exaggerated atmosphere.On the basis of production analysis,various communication theories are used to explore the communication process of the article title in Xingfuli.In terms of professionalism,interactive value and orientation,the title of the article in Xingfuli is affected by users,communication methods and real estate policies.The article title in Xingfuli has the communication function of transmitting information,improving exposure,and building a brand.However,because of the particularity of the real estate content field,the dissemination effect of the article title in Xingfuli is limited by user cognition and user behavior.So as to reflect on the shortcomings in the production and dissemination of article titles in Xingfuli.The title of the article appears emotional and modeled,and there is also the inevitable phenomenon of the title party.In the dissemination,the orientation of the title received by the user is restricted,the platform's ability to check is limited,the amount of feedback provided by the user is small and the value is low,and a good content communication ecology cannot be formed.For the healthy development of the article title in Xingfuli,it provides improvement strategies in the production and communication links.Structurally,the first chapter of this article discusses the research background,research significance,relevant research at home and abroad,and research methods.The second chapter focuses on the development overview of the article title in Xingfuli.From the three aspects of social environment,platform and society,the development background of the article headings in Xingfuli is discussed,which extends the definition of the main body of the article headings in Xingfuli.The third chapter focuses on the production of article titles in Xingfuli.Using specific cases to analyze three different types of headlines "China Real Estate News","True Name Lu Jun",and "Xingfuli APP",and found the differences and commonalities in the production of their article titles.The fourth chapter explores the dissemination characteristics,functions and effects of article titles in Xingfuli.The fifth chapter reveals the deficiencies and improvement strategies of the article title in Xingfuli in the process of production and communication.