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从上世纪九十年代城镇化发展的起步阶段,到过去的被称之为十年黄金时代,再到当下的白银时代,房地产作为中国经济的支柱产业,一直带动钢铁、水泥、建材、装饰、营销、广告等上下游产业链,并成为拉动中国GDP的核心组成部分。而房地产广告作为广告行业的一个细分领域,在整个行业里的发展里,扮演着独特的角色。在新的城市建设过程中,房地产广告随着时代的变迁、开发企业的不断壮大和发展、产品的升级和细化、70、80、90甚至00后客群生活和观念的变化、新媒体形式的创新而出现了新的特征和趋向。本文立足于房地产行业的发展背景,分析房地产广告行业的现状,以此去研究和探索行业未来的发展趋势和特点。
From the initial stage of urbanization development in the 1990s to the golden era of the past ten years and the Silver Age of the present, real estate, as the pillar industry of China’s economy, has been driving the development of steel, cement, building materials, decoration, Marketing, advertising and other upstream and downstream industry chain, and has become a core component of China’s GDP. Real estate advertising, as a segment of the advertising industry, plays a unique role in development throughout the industry. In the process of building a new city, with the changes of the times, real estate advertisements continue to grow and develop, the upgrading and refinement of products, the change of life and concept of the 70,80,90 or even after 00, new media forms The emergence of new features and trends of innovation. Based on the background of the development of the real estate industry, this article analyzes the status quo of the real estate advertising industry in order to study and explore the future development trends and characteristics of the industry.