| The real estate industry,has always been the pillars of the survival of the nationaleconomy. In recent years, with China’s economic reform, the real estate, as a goods withthe infinite value, has been started to recover and in circulation. People are in urgentneed of improving the residential environment, and put forward more requirements forthe quality of life. Due to rapid expansion of the urbanization process and graduallyincrease of the population, the demand of house purchase in recent years also increasegreatly,and the role of the real estate ads has become more and more important. The realestate ads, as a bond of real estate developers and residential home buyers, also has astrategic position in the whole process of real estate marketing. A scientific evaluationfor real estate ads can help people to understand its overall effect, and improve itsmarketing role. However, compared with foreign real estate ads research, our researcheson real estate ads effect evaluating are still lagging behind relatively. Without aneffective real estate ads evaluating method which conforms the conditions of ourcountry, has become the main bottleneck of the develop of real estate ads industry, aswell as the entire real estate marketing. To compensate for the deficiencies of aboveproblems,this paper will give a study on the real state ads communicating effectevaluating.This paper has given a detailed study of the existing literature firstly, and on thebasis of a systematic exposition of the existing research,it has also presented the ownresearch content and ideas. It describes the basic theory of real estate ads and its effectevaluating, including the definition,the content and the characteristics of real estate adsnextly and have a detailed analysis of the factors affecting real estate advertisingcommunication. In order to evaluate the ads effect successfully, this paper gives acomparative analysis of existing ads evaluation model,and sets up its own real estate adscommunicating effect evaluating model. Then, on the basis of the model and factoranalysis,this paper constructs a ads evaluating index system which consists of18indexes and describes three methods for evaluating:the entropy weight method,theTOPSIS method and the fuzzy comprehensive evaluation method. Finally,this paperselects a real case of ads, and gives a real state ads communicating effect evaluatingwith the above models and methods.And it gives a direction for the future research onthe basis of argument for the rationality of the real state ads communicating effectevaluating mathod. |
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