摘 要
衣食住行是百姓最基本的生活需求，其中住房问题最受关注，刚性需求和投资性需求促使房产业成为焦点。在中国，房地产俨然成为一大经济支柱产业，当然竞争也愈演愈烈。伴随着中国房地产行业的成长历程，地产广告逐渐演化成一个单独的行业。这个行业也为房地产市场创造了一个又一个推广奇迹。现今随着我国新一轮对房地产市场的宏观调控，国家出台了限购、加息等一系列政策，消费者购房也越加理性，广告在新形势下的房地产营销中的地位更是举足轻重。
本文从房地产广告的角度出发，结合《市场营销学》、《广告学》等知识，通过对房地产广告的策略分析和具体楼盘广告实例来分析房地产广告的营销诉求，并针对现今房地产广告中的定位、创意、概念炒作、虚假宣传等问题，提出了对房地产定位、产品品质、深化创意和媒体选择上的一些建议。
关键词; 房地产广告； 广告营销； 广告策略
Closing Housing food and transportation are the basic needs for our life，among which housing iues are regarded as the most crucial one and attain most attention from the public.The real estate industry is driven by rigid demand and investment demand to be the focus of social iues.As one of economic backbones at present, the real estate industry has met competition gradually.The advertisement of the real estate industry has evolved into an independent sector with the growth of the real estate industry.The development of the real estate advertisement has created many wonders for the exploration of real estate market.In the modern times, Chinese government has taken a new round of macro-control towards the real estate market, and an arena of policies of property-purchasing limitations and increasing interest rate,
