The Research Of Real Estate Television Media Marketing

Recently, with the increasing development of the real estate industry in China, the real estate marketing model which has mainly focused on the medium of television has some shortcomings, such as single form of expression, the lack of the frequency at broadcast time, so it desperately needs a new period of innovation. Under this kind of background, some TV programs of real estate are taking innovation bravely through flexible managing and changing traditional model, which has made the tangible progress. Meanwhile, the innovation provides good reference of changing the traditional model and promoting the comprehensive social influence of real estate marketing through TV media. Besides, it has realized the organic unity of social and economic benefits.Firstly,this paper makes background analysis, pointing out the trouble the real estate marketing model which has mainly focused on the medium of television is in. for the current situation. And it leads the practical meaning of the subject selection. Secondly, by reviewing relevant literature, it describes the main opinions of scholars at home and abroad to the TV media estate marketing model now and carry on analysis to findings and points out the advantages and disadvantages. Thirdly, With the analysis of the characteristic and deficiency of the TV media real estate marketing model at this stage, it explains that real estate enterprises should choose different kinds of TV media estate marketing models according to their need. It also gives a exploration of TV media estate marketing model in the future. Fourthly, some case study of innovation mode of TV media real estate marketing are applied.The features of this paper are as fellows:On one hand, the frame of theoretical analysis of TV media estate marketing model is built. which forms proper academic basis to steer the development direction of TV media estate marketing in the future. On the other hand, it analyses some of the most successful cases through both the theoretical and empirical and confirms that the innovative theory is applied in practice.