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。在近五年来，中国房地产的发展进入了一个新阶段。而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。但当前我国房地产广告在发展的过程中存在着很多问题，在很大程度上制约着我国房地产广告的发展。
所以本文在总结了国内外研究成果的基础上，对我国目前房地产广告发展的现状进行了深入的分析，并且从中找出了目前房地产广告在发展中存在的问题，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范；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。并希望这些建议的提出对我国房地产广告的发展有一定的帮助。
关键词：房地产广告 现状 问题 发展策略
The advertisement of real estate development and our country real estate industry development is always linked together, real estate advertising construction entity is not a simple marketing, its planning and promotion process actually is the architect of the sale after the two creation. Because of the current real estate market in our country starts late, development fast, on the real estate advertising demand too urgent, plus some developers sighted and consumer too cater to, all sorts of imbalanced real estate advertising flooded the market, negative effect was beginning to show. In the past five years, China’s real estate development has entered a new stage. But with the rapid development of real estate advertising, advertising investment grows continuously, already became our country ‘s major advertising. But the present our country real estate advertising in the development process there are a lot of problems, to a large extent restricts the development of our country real estate advertising.
So this paper summarizes domestic and foreign research results in the foundation, current to our country real estate advertisement development present situation has carried on the thorough analysis, and find out the current real estate advertising in the development of the existing problems, such as false, exaggerated advertisement; real estate advertisement follow the same pattern, lack of unique selling point and personality; the concept of speculation popular even show flaunt wealth and vulgar tendency. To this, this paper puts forward relevant solutions. Our country real estate advertising to the sustained and healthy development of the lane, the first should focus on market research, accurate positioning of target market; second to strengthen the advertising language specification; third to advertising design model innovation; fourth is the media to strengthen the guard; the last is to ask the government to perfect supervision mechanism. And I hope these suggestions to our country real estate advertising in the development of some help.
Key words：Real estate Situation Problems Development
1.2 研究内容与论文框架………………………………………….. 1
1.3 研究意义…………………………………………………… 2
2.1 相关理论概述……………………………………………….. 3
2.2 国内外研究现状……………………………………………… 5
3.1 我国房地产及房地产广告发展的现状……………………………… 7
3.2 我国房地产广告发展中存在的问题分析……………………………. 9
3.2.1虚假、夸大广告泛滥……………………………………….. 9
3.2.2 千篇一律，缺乏个性……………………………………… 10
3.2.3故作高深，概念炒作……………………………………….. 9
3.2.4 炫富、低俗倾向…………………………………………. 11
4.1对市场进行调研，寻找目标市场………………………………… 13
4.2 加强广告用语的规范管理……………………………………… 13
4.3 体现广告设计的创新模式……………………………………… 14
4.4 加强对媒体投放的把关……………………………………….. 14
4.5 加强政府的监督管理机制……………………………………… 15
