文化定位在房地产广告创作中的现实意义

房地产文化是整个房地产的经营开发的灵魂。优秀的房地产文化不但能形成持久竞争优势,而且可作为对付模仿的最有效、最坚固的壁垒。中国房地产行业受中国传统文化、地理环境、地域经济等方面的影响,呈现出与其他行业不同的文化定位。而也正是这种文化定位的特殊性,使得房地产广告在创意及制作上取得了得天独厚的优势。

The culture of the real estate is the soul of the development and management of the whole real estate. Excellent culture of real estate can not only help to bring about the enduring competitive edge,but also become the most effective and firmest barrier against imitation. Being influenced by the traditional culture , geographic conditions , regional economy , culture in real estate plays a different role from that in other industries. But still it is the particularity of the position of culture that enables the originality and creation of the advertisement of real estate the advantage abounding in gifts of nature .