购房置业是家庭消费中占用资金最多也最为重要的消费大项,同时房地产业具有预销售的特点,这决定了房地产类广告更侧重于选择平面媒体,借助丰富的信息载体来打动购房者。然而,由于发行结构、可读性、阅读率等因素的影响,报纸并不为商界看好。近年来,张家口日报打造地产专业平台《张家口日报·住建周刊》,谋势造市,做了一些有益的尝试,取得了不错的效果。借势“势”作为一个概念,最早出现在春秋末期的《孙子兵法》中。在《兵势篇》中对“势” Home purchase is the largest consumer spending in household consumption is the most important consumer items, while the real estate industry has the characteristics of pre-sales, which determines the real estate ads more focused on the choice of print media, with a wealth of information carriers to impress buyers. However, due to the impact of the issuance structure, readability and reading rate, newspapers are not optimistic about the business community. In recent years, Zhangjiakou Daily build real estate professional platform “Zhangjiakou Daily Lives Housing Weekly”, making money market, made some useful attempts, and achieved good results. Taking advantage of “potential” as a concept, the earliest appeared in the late Spring and Autumn “Art of War”. In the “military forces chapter” in the “potential”