Study On The Optimization Of Real Estate Advertising Management In New Advertisement Law Background

"The advertisement law of the People's Republic of China" revised in April 2015,this revision was the first time after 20 years in use,and began to implement on September 1.The important change of the new "advertisement law" has affected the advertising industry in China.As the pillar for national economy development,the real estate industry facing new challenges and new opportunities in adverti sing management.The new "advertisement law" increased the intensity of advertising management,added the duties and powers of advertising creators,advertising publishers,and advertising regulators,which are the three management main body.By analyzing the new "advertisement law",collecting and comparing the real estate advertising,and interviewing with the real estate advertising practitioners,using questionnaires and case analysis to find the change of real estate advertising industry,combined with practice.Over the years,a lot of problems of real estate advertising such as false advertisement?exaggeration to mislead and vulgar advertisements have been reduced after the enforcement of the new "advertisement law",the advertising creators and publishers start the strict control of disable words and the value orientation problem in real estate advertising,and the advertising regulators increase the inspection and punishment of illegal advertisement.This is a management challenge of real estate advertising to forced to change the original management habits and patterns after in new law,but it's also the opportunities of the industry's development when keeping trying the innovation of the management mode.The benign development of the real estate advertising industry under the background of the new "advertisement law",depending on the joint man agement of advertising creators,advertising publishers and advertising regulators.Only when the advertising creators strengthening the management of content,the advertising publishers strengthening the management of control,the advertising regulators improve law enforcement management,the real estate advertising industry's bad habits would be corrected,and illegal advertisement will be stopped.To pursuit of development at the same time of strictly abide by the law,the real estate advertising industry should creative advertising content and management,to seek innovation and integration under the precondition of self-discipline,the development of real estate advertising would be healthier and multivariate.