论房地产广告的几点思考

国家重点建设大学

成人高等学历教育学生

毕业设计（实习、论文）

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题目:论房地产广告的几点思考

办学形式：_________________________ 办学层次：________

专业：_____________________________ 年级：_____________ 学号：_____________________________ : ______________

指导老师：______________________________________________ 完成时间：______________________________________________ 毕业设计（实习、论文）成绩：___________________________

、我国房地产广告形成的原因及特点 (3)

二、我国房地产广告发展现状及存在的问题 (4)

（一）.......................................... 我国房地产广告的发展现状-4 -

（二）............................................... 我国房地产广告发展中存在的问题分析......................................... -4 -

三、房地产广告问题的解决策略 .................... -6 -

（一）对市场进行调研，寻找目标市场................. - 6 -

（二）加强广告用语的规管理.................... - 7 -

（三）体现广告设计的创新模式.................. - 8 -

（四）加强对媒体投放的把关.................... - 8 -

（五）加强政府的监督管理机制.................. - 9 -

结语. .................................................. - 11 -

注释. ................................................. - 12 -

参考文献. ............................................. - 13 -

致辞. ................................................. - 15 -

论房地产广告的几点思考

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学生：指导教师：

摘要

近五年来，中国房地产的发展进入了一个新阶段。房地产广告也随着飞速发展，广告投入持续增长，已经成为了我国的广告大户。当前我国房地产存在着很多问题，如虚假、夸大广告泛滥；房地产广告千篇一律，缺乏独特的卖点和个性；概念炒作风靡甚至呈现出炫富和低俗化倾向。对此, 本文提出了相关解决策略。我国房地产广告要进入健康持续发展的车道，第一要注重市场调研，准确定位目标市场；第二要加强广告用语的规；第三要对广告设计模式进行创新；第四是媒体要加强把关作用；最后是要求政府尽快完善监管机制。

关键词：房地产广告现状问题发展策略

The analysis of situation ，problems and development strategies of China real estate

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Author: Teacher:

Abstract

In the recent five years, the Chinese real estate's development entered a newstage.. Real estate advertisement also develops rapidly with it, and cost of advertisement grows continuously ，it has became the big one of China ' s advertisement. The current our country real estate has many problems, such as false and the exaggerating advertisement in flood; The real estate advertisement is stereotyped, lacks the unique selling point and the individuality; The speculation of concept popularitys and even presents the tendency of dazzles rich and vulgarization. Regarding this, this article proposed the related solution strategy. Our country real estate advertisement must enter the lane of health and sustained development, first, it needs to pay great attention the market investigation and study, locating the target market accurately; Second, it must strengthen the advertisement terminology the standard; Third, it must carry on the innovation to the advertisement design pattern; Fourth, the media must strengthen the check function; Finally, requests the government to consummate the supervisory mechanism as soon as possible.

Key words ：Real estate Situation Problems Development