China's Real Estate Advertisement Communication Strategy Research

China's social and economic development,the real estate industry has become an important pillar industry of the national economy. Along with the growth of the Chinese real estate industry, the real estate advertisement as attachment correspondingly completed a cyclical development,gradually evolved into a single industry,and getting into the rational development era.Based on the communication system, professional view and analyze the real estate advertisement in this cycle of the whole characteristic and communication strategy for the development of real estate advertisement provide systematic after the summary is very important.This paper takes the Chinese real estate advertisement communication strategy as the research object,based on the basic communication, using 5W relevant professional advertising theory and system of China's real estate research methods to analyze the spread of advertising strategies in systematic.the paper summarizes the research framework andthe deep development of real estate ads'agents to find its relevant experience and shortcomings,for the future development of real estate advertisement provide some theoretical reference value.The first part of the thesis summarizes the advertisement dissemination, advertising and media theory,the advertising strategy and the related theory; advertising ethics,The second part of real estate advertisement first,then the definition for industry and real estate industry overview the overall development of the advertisement,and the overall strategy for real estate advertisement for a brief overview.The third part of "five W"based on communication mode,real estate advertisement communication strategy research specific segment in three aspects:advertisers (who) and audience (whom),n and combination strategy (up) in each how & detail process. Final part is the analysis of China advertising communication strategy development challenges,advertising and media ethics and the dilemma is met with social communication opportunity,brand development.Finally,conclusions of real estate of China advertising strategies of systematic studies are fundamentally on how to improve the effectiveness of a real estate advertisement systematic and summarized.