文化地产营销策略研究——以西安住宅类文化地产为例

Marketing-strategies for cultural real estate——taking Xi'an residential real estate as a demonstration

文化地产营销是在房地产市场竞争日趋激烈的条件下产生的一种全新的房地产营销理念,而开发商对文化地产内涵的认识及实际的操盘过程仍存在很多问题。本文对文化地产的内涵进行了全面阐述,并以西安住宅类地产为例对文化地产的定位策略、产品策略、价格策略、渠道策略及促销策略进行了深入研究。

The cultural real estate marketing is a bran-new concept emerging with the increasing intense competition, while there are still lots of problems for the real estate developers to understand the concept and carry it into execution. The paper expatiates on the connotation of cultural real estate. Taking Xi＇an residential real estate as a demonstration, the marketing strategies of positioning, product, pricing, channel and promotion are further studied.