中国住宅地产的文化营销解读

China real estate industry's culture marketing

改革开放后,伴随经济发展与科技进步,当今国人对住宅的消费理念发生了质的转变,对住宅的要求远超出了仅是休憩与居住的基本功能,更追求住宅带来的精神层次的满足。本文力图阐述房地产企业在房地产市场的竞争日益加剧的情况下,须以文化营销的战略理念积极应对,形成企业自身独有的住宅文化、服务文化、品牌文化、企业文化等,获取消费者的情感和价值认同,实现企业与消费者的双方共赢,走企业可持续发展之路。

With the development of economy,science and technology,Chinese are having been changing their ideas of residential consumption beyond the basic uses of lounging and dwelling,seeking for higher mental enjoyment.This paper tries to enunciate that a real estate development company must form their own residential culture,service culture,band culture and corporate culture with strategic ideas of cultural marketing in order to win the consumers' identification of emotion and value,to obtain the most interest between consumers and corporation,and to follow its own road of sustainable development.