当今房地产业竞争越来越激烈，房地产在进行广告定位时要充分考虑影响定位的各项优势，为自己的商品打造卖点，并提炼出最能打动消费者的广告定位。本文用理论结合相关案例分析了南昌市房地产常用的广告定位策略：区位地段、自然景观、建筑风格、核心概念、社会群体等定位策略。从这些案例中分析出当前房地产广告定位策略存在同质化、崇洋化、耀富化、空洞化等问题。面对南昌市房地产市场存在的问题，我们只有转换视角，提出新的广告定位策略，即差异定位策略、空隙定位策略、首位定位策略、精确定位策略、立体定位策略。
【关键词】房地产；广告定位；策略
【Abstract】Now the competition of the real estate industry is more and more intense, the real estate must consider fully in the localization process each superiority When we are choosing advertisement localization,for own commodity making selling point, and refines the best advertisement localization of moving consumer. This article has analyzed the Nanchang real estate commonly used advertisement localization strategy with the theory union correlation case,for example position land sector，natural landscape, building style, core concept, social groupand. From these cases,we found some problem in the current real estate advertisement localization strategy ,as for homogenization, worships foreign countries, Yao enriche. Facing Nanchang real estate market existence question, the transformation angle can help us discovere new advertisement localization strategy.They are namely difference localization strategy, crevice localization strategy, first place localization strategy, pinpointing strategy, three-dimensional localization strategy.
【Key words】Real estate；advertisement localization；strategy
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