新时代背景下房地产广告的策略创新

Strategic Innovation on Real Estate Advertising in the Context of the "New Era"

针对当前房地产广告在发展过程中存在的品牌意识欠缺、创意性不足、市场定位偏差、虚假广告严重等问题,从市场调研、广告设计、政府监管等方面提出具体的解决措施。同时指出新时代背景下的房地产广告的发展新趋势:一是房地产广告转型升级并延伸至上下游产业链;二是基于互联网思维的多渠道广告传播;三是基于品牌社会化、渠道最大化与活动实效化的广告策略创新。最后得出结论:创新房地产广告开发与发展模式有助于实现产业转型升级,实现房地产企业品牌销售力与核心竞争力的有效提升,推动我国房地产行业及广告行业蓬勃发展。

In view of the current real estate advertising in the development process there are a series of problems,including lack of brand awareness,lack of creativity,market positioning deviation,serious false advertising,from the market research,advertising design,government regulation and other aspects of specific measures were put forward.At the same time,it put forward the innovative strategies in this paper of real estate advertising in the new era from three dimensions:first,real estate advertising transformation and upgrading and extending the upstream and downstream industrial chain.Second,multi-channel advertising communication based on Internet thinking.Third,advertising strategy innovation based on brand socialization,channel maximization and activity effectiveness.It was concluded that the innovation of real estate advertising development and development mode is conducive to the industrial transformation and upgrading,the effective promotion of real estate enterprises′brand sales force and core competitiveness,and the vigorous development of China real estate industry and advertising industry.