| The development of real estate advertisement is always associated with the development of the real estate industry in China. On the one hand, excellent real estate advertisements could promote the consumption of the real estate products and the development of the real estate industry. On the other hand, the prosperity of the real estate industry could open up a new world for the real estate adverstisement.They complement each other.Real estate advertising is not a simple marketing for construction entities, and in fact the process of planning and promoting is the second creation for the real estate after the architect. It can add the value and intangible assets of the real estate, create a market demand, implement a consumption concept, guide a fashion trend, create a social culture, and even enhance the taste of life and spiritual realmsOur cities are surrounded by the real estate advertisement. By 2002, the sale of domestic real estate advertisement has topped 10 billion Yuan. The expansion of the industry accelerates the progress of services. Today, the operation of the real estate advertisement has become systematic and scientific instead of informative and for-sale, which is consistent with the scientific laws that things always develop from low level to high level. However, because of the short history and the over-speed development of China's real estate market and the urgent demand for real estate advertisement, the impetuous market mentality, coupled with the short-sightedness of some developers and their cater for consumers become prevalent. So the real estate market is flooded with various advertisements thread and thrum, which means its adverse effects and abuse. Under such circumstances, consumers facing the vast demands become at a loss, even weaken their confidence to the entire real estate industry.This paper begins with the status of China's real estate advertisements, and then analyzes the problems in current real estate advertisement and their adverse effects on the real estate market. Secondly, we discuss the issue about how to make advertising creative play a positive role to the real estate market and how to deal with the healthy relationship between products and advertising creative. Thirdly, we summarize scientific marketing strategies of real estate advertising. Finnaly, we purpose the development strategy of China's real estate advertising, which tell us how to promote the healthy development of real estate industry by differentiate strategy, product positioning, brand strategy, creative performance, cultural connotations and stronger supervision. |
