The Study On The Real Estate Advertising Of Guangzhou Daily Following The Introduction Of "National Ten" Regulations

Since the introduction of the "National Ten" regulations in2010, the state has promulgated a series of real estate regulating policies. And by now China’s real estate market is mired in a true stagnation or even decline. So how is the newspaper’s real estate advertising right now? Adopting the content analysis method and combining theory with practice, the thesis analyzes the current situation of the newspaper’s real estate advertising under the influence of this policy in order to clarify the inadequacies of the advertising, in response to which the thesis goes further to make suggestions of potential solutions. The study is of certain importance and reference value for the exploring of development paths, changes and future tendency of the real estate advertisement.The thesis first gives a review of the development of the real estate advertising of Guangzhou Daily. Then it conducts a sample survey on the real estate advertisements in the four years after the introduction of the "National Ten" regulations, and based on the results, it analyzes the current situation of the advertising. Following that, the thesis focuses on the comparative analyses between the development of the real estate advertising on Guangzhou Daily prior to the introduction and that after the introduction. It probes into the policy factors behind this change. The results of the analyses are as follows:the objective of real estate advertising has changed from idea planting to products promotion; the target buyers have changed from the investors scattered in the country to the city’s residents with rigid demand; he developers’product orientation is turning to commercial estate; the buyers’aspiration have concentrated on the price, instead of life quality and culture; he advertising injecting by the real estate into the newspaper was in persisting decline, though the year2013saw a slight rise. The changes of strategies were closely connected with the change in polices. Then the thesis points out the problems of newspaper’s real estate advertising in the face of the stricter regulations, and makes its own suggestions. In the end, the author gives a conclusion of the study and proposes the prospects of the newspaper’s real estate advertising in the future.