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2005年是中国房地产市场变革最多的一年,堪称“中国房地产政策年”,从中央到地方陆续下发了众多的法规、行政条文,成为房地产行业震荡的导火线。本文立足实证调查,在纵览房地产行业营销传播现状的基础之上,探讨该行业震荡时期,广告主面临的困惑与挑战,企业营销传播战略、战术的
In 2005, the year with the most changes in China’s real estate market was called “the year of China’s real estate policy.” A large number of laws and administrative regulations were promulgated from the central authorities to local governments, making it the fuse for real estate industry turmoil. Based on the empirical investigation, on the basis of an overview of the status quo of marketing communication in the real estate industry, this article explores the perplexities and challenges faced by advertisers in the turmoil of the industry, the marketing strategy and tactics