摘 要
将文化引入房地产，顺应了现代人文化需求，是房地产市场走向成熟的标志，过去单纯地靠地段、房价、促销等推销楼盘已经不能适应市场的发展，房地产文化逐渐成为消费者考虑的主要因素，而文化营销也将成为21世纪房地产营销的主题。本文将研究文化营销在房地产企业发展中发挥的作用以及具体运用策略，就当前中国房地产发展现状以及营销中存在的问题，从宏观以及微观（选取具体案例）的角度进行分析，归纳论证文化营销的作用，为现代房地产企业整体发展提供可借鉴的思路和策略。
关键词：房地产；文化营销；策略
Abstract
Introduce culture real estate, conforms to the modern people and cultural needs, is the real estate market is moving towards maturity, the past simply rely on the lots, prices, promotions and marketing development has already can’t adapt to the development of the market, the real estate consumer culture has gradually become the main considered factors, and cultural marketing will become in twenty-first Century the real estate marketing theme. This article will study the cultural marketing in real estate enterprise development in the role and the specific tactics, on the current Chinese real estate development present situation and marketing problems, from macroscopical and microcosmic ( select specific case ) angle to undertake an analysis, epagoge culture marketing role, for the modern real estate enterprise development to provide reference train of thought and strategy.
Key words： real estate; culture marketing; strategy
