房地产广告浅论论文终稿.docVIP

PAGE \* MERGEFORMAT 21 摘 要 房地产广告的发展与我国房地产业的发展是始终联系在一起的，房地产广告并不是建筑实体简单的推销，它的策划和推广过程实际上是继建筑师之后对楼盘的二度创造。目前由于我国房地产市场起步较晚，发展过快，对房地产广告的需求过于迫切加上某些开发商的短视和对消费者的过于迎合，各种各样良荞不齐的房地产广告充斥着整个市场，消极作用开始显露出来。 本文以广州房地产广告的现状为出发点，通过实际调查，对目前广州房地产广告中存在的各种问题进行了一次总结，分析了如何使广告策划对房地产市场产生积极作用，如何处理产品和广告策划的良性关系的问题。并对发现的问题进行了思考，提出了通过对房地产广告的差异化、产品定位、品牌、媒介、文化内涵等策略的研究推动房地产广告体系向更加健康的方向发展。最后，对我国房地产广告的发展趋势进行了思考与展望。 关键词：房地产广告，房地产,对策 Abstract With Chinese industrialization and urbanization, the contradiction between supply and demand of land increasingly acute. How to keep the stable and rapid economic development, and 18 million mu to keep the cultivated land red? We hope that through the city intensive utilization of land, the inevitable that meets the urbanization process of the reasonable construction land, and can protect arable land requirements and ecological land, to the city of sustainable development and sustainable use of land resource, and finally realize the economic, social and ecological environment of coordinated development. Based on the analysis of urban land use existing problems and influence factors of urban land use in the real situation of system and extensive research, collection and choose the developed countries of urban land intensive use the policies and practices of urban land intensive use, the intension of science has defined according to this paper, based on the reality of intensive utilization of land. In the background of intensive land use forward development of urban underground space, through the analysis of urban underground space development and utilization of the mode analysis, Urban underground space development and utilization of ownership analysis, Urban underground space development and utilization of existing problems, The development and utilization of urban underground space development trend, Foreign urban space development and utilization in China, put forward the experience of urban underground space development and utilization countermeasures. Keywor