摘要：在产品同质化程度日益加深的今天，文化已经越来越成为企业区别于竞争对手，打造长期的差异化优势，并形成企业核心竞争力的重要因素。因此，房地产企业在营销管理上必须实现一个重要转变，即由传统营销向全新的市场营销模式——文化营销的转变。房地产企业必须寻求新的发展，从而增加产品和服务中的文化价值内涵，实施房地产的文化营销策略，最终充分满足顾客的精神层面需求。
本文阐述了房地产企业文化营销的内涵、特征以及房地产企业实施文化营销应该遵循的原则，分析了房地产企业文化营销的类型，论证了文化营销在房地产企业营销中的必要性，解析了当前房地产企业在实施文化营销过程中存在的问题，针对这些问题，从产品文化营销、品牌文化营销和企业文化营销三方面提出房地产企业实施文化营销的对策，并展望房地产企业文化营销的未来发展趋势。
关键词：房地产企业；文化营销；营销策略
Abstract:Because of the homogeneous products, culture has become more and more essential factor for enterprises to build long-term differentiated advantages and from core competitiveness. Marketing management of real estate enterprises must change from traditional marketing to new model------cultural marketing. Real estate companies must seek new development and increase the cultural value of content in the products and servers, included the implementation of the culture of real estate marketing strategies in order to meet customer demand for the spiritual fully.
This thesis elaborated the connotation of real estate culture marketing, the characteristic and the principle which the real estate enterprise should follow when implementing cultural marketing. It analyzed the type of real estate enterprise culture marketing, proving the necessity of culture marketing in real estate enterprise marketing. Then the thesis analyzed the questions existing in real state enterprise in the process of culture marketing. Aimed at these questions, the thesis put forward solutions to the problems form the perspective of product cultural marketing, brand culture marketing and corporate culture marketing. Finally, it illustrated the prospect of real estate enterprise in culture marketing.
Key words：Real estate enterprise;Cultural marketing;Marketing strategy
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