Study On The Chinese Real Estate Advertising Media In New Media Environment

In recent years, China’s real estate advertising share in the forefront of theadvertising market, real estate advertising media placement overwhelming. However,on the whole, the new media environment in China real estate advertising mediaplacement still exists in its own dilemma: the lack of accurate knowledge of newmedia, the lack of targeted media selection, media mix a lack of innovation, lack ofscientific media schedule, new media missing third-party monitoring data, thissituation has seriously hindered the development path of China’s real estateadvertising media placement. Arrival of the new media age,"media convergence"Changing Chinese advertising media environment, the impact of advertising mediaaudience contact state, but also on the real estate industry, marketing, advertisingtransformative conceptual model. In this opportunity, to build a scientific andreasonable real estate advertising media placement countermeasure provides a newand dynamic conditions.In this paper, real estate advertising media placement countermeasures for theresearch objectives, both by Chinese media advertising market patterns and changesin real estate advertising audience, trying to parse the new media environment plightunder China’s real estate advertising media placement, and to explore the new mediaenvironment " media convergence " new opportunities for your audience to Chinesemedia contacts morphological changes brought about real estate advertising, on thisbasis, to build for the Chinese real estate advertising media placementcountermeasures. On the one hand, the new media environment " media convergence" era, Chinese advertising media market situation has undergone great changes, suchas traditional media advertising market is gradually shrinking, mobile and onlinemedia advertising markets have sprung up everywhere, new outdoor mediaadvertising market to emerge, and so on. On the other hand, the real estate needs ofyour audience in the information, media contacts morphology, behavior and otheraspects of advertising to accept the existence of certain groups have a tendency.These provide a background of support for the construction of real estate advertisingmedia strategies. Most importantly, the new media environment, new media audiencediversified real estate advertising media exposure patterns," media convergence "trend to enhance the real estate advertising media placement accuracy, the new medialandscape shaping the real estate advertising Internet marketing mode of thinking, which is to build a more scientific reasonable countermeasures China’s real estateadvertising media placement provides a good opportunity. On this basis, build ascientific and reasonable real estate advertising media placement measures arediscussed mainly from the media choice, media mix, media scheduling three areas.Therefore, in media selection, media mix, media scheduling three synergistic,Chinese real estate advertising media placement strategy also severely "quantity " tore-"quality ", in order to build scientific rationality media strategy, achieveeconomies of real estate advertising and to maximize the dissemination of results.