Research On The Real Estate Enterprise Cultural Marketing Strategy

Recent years, with the global competition and economic integration becoming more and more fierce and with the development of marketing theory and practice, the competition among enterprises has gradually developed from products and services to the overall corporate strength and core competitiveness. China's real estate enterprises have been developing rapidly, and the amount of investment in fixed assets has been reaching new heights, which has become China's main force of rapid economic growth in the rapid economic development. Competition among real estate enterprises is also fierce, so the key to survival and development for enterprises is its outstanding marketing ability. All activities of enterprises will be tested in the market. Therefore, how to build long-term and unique marketing advantages is the focus of the whole world entrepreneurs.Because of the homogenous products, culture has become more and more essential factor for enterprises to build long-term differentiated advantages and form core competitiveness. Marketing management of enterprises must change from traditional marketing to new model--cultural marketing.In this paper, Chapter I is the Introduction. Chapter II, based on the theory of modern marketing and corporate culture theory, through comparison and analysis of marketing and cultural marketing entities, offers the definition of cultural marketing. The Author holds that cultural marketing is a kind of strategic marketing activity, which, through conscious discovery, screening, cultivation and use of certain special concept of core values, aims to achieve certain business goals. Theoretically, the thesis elaborates cultural marketing and its three levels: Product cultural marketing, brand marketing and corporate culture as well as cultural marketing.Based on the current situation of the real estate market development, Chapter III analyses the current condition of marketing of real estate enterprises as well as the problems in it. The thesis holds that current real estate marketing strategy requires innovation and proves the necessity of cultural marketing in the real estate marketing. Chapter IV, through analysis of two typical real estate marketing examples, reveals the actual condition of the application of cultural marketing theory in china's corporate marketing, thus improving the practicality and maneuverability of this research and paving the way for the next chapter, which focuses on the analysis of cultural marketing strategies suitable for the application of china's real estate enterprises as well as the principles in application. Chapter V discusses the principles and strategies for real estate corporate culture marketing. Chapter also elaborates on the three levels of real estate cultural marketing strategies: the real estate business culture products marketing Strategy, real estate business brand culture marketing strategy, and the real estate business corporate culture marketing strategy.