The Integration Development Of Real Estate Brand And Cultural Heritage

After the reform and opening up,the real estate industry has experienced three major changes.Now the real estate industry has become mature and is facing new opportunities and challenges.This requires the real estate enterprises to change from the original extensive type to the intensive type.In addition to constantly digging into the real estate function,they also need to turn the battlefield to the brand building of their own enterprises.At the same time,in recent years,with the enthusiasm of local governments at all levels to declare the world heritage,the media’s on-the-spot reports on large-scale archaeological excavations,cultural heritage has entered thousands of households,and become a hot topic in the streets.How to combine cultural heritage with real estate and learn from each other’s needs? This paper will take the excellent brand communication activity "Design Reengineering" created by Rongchuang China Group real estate group,the fourth real estate group in 2019,as an example,to analyze the discourse and narrative of two representative promotional videos-"Tushan kiln" and "Silankap" to find the path of the integrated development of real estate brand and cultural heritage.There are five chapters in this paper.The first chapter introduces the research background,literature review,research significance and research methods of the integration of real estate brand and cultural heritage.The second chapter defines the concept of real estate brand communication,namely cultural heritage,and gives a brief overview of Rongchuang China Group’s brand activities.The third chapter discusses the case "what story to tell",answers the question "whether the activity video is a kind of narrative",and analyzes it from the narrative situation,narrative time and narrative content.The fourth chapter discusses the problem of "how to tell a story".It uses discourse analysis to explore the surface and deep aspects of text structure and context.The fifth chapter summarizes the conclusions of the study,and puts forward suggestions on the brand communication mode of the combination of culture and real estate.