Chengdu Real Estate Cultural Marketing Research

Nowadays, the real estate industry is rapidly developing in China. It plays an important role in the national economy development. Many real estate companies have been bigger and bigger in that trend. However, because of the competition in product, price, place and promotion aspects, and the better market condition, companies can imitate and learn from each other very easily. In a result, it has been more and more difficult to build a long term competitive advantage.At the same time, people are not satisfied with basic living demand, but pursuing more cultural and spiritual experiences. That is where the real estate culture comes from. Cultural real estate meets the consumers' cultural and spiritual demand, and updates the marketing competition of real estate market. Cultural real estate has gradually been a new star of real estate marketing, and will affect the development of the real estate companies. In Chengdu, the appearance of cultural real estate relates to the stable development of local market, and to the living standard of a city. That is why cultural real estate will play an important role in Chengdu real estate industry.Based on management economy and cultural marketing theory, this paper mainly focuses on the cultural marketing of Chengdu real estate industry. First of all, this paper analyzes the marketing of Chinese real estate industry; secondly, it pays attention to prove how necessary the cultural marketing is for real estate based on related theories; thirdly, it chooses Chengdu as a typical example to research the topic. After both theory and case study, it comes up with a conclusion that cultural marketing is a new marketing way for Chengdu real estate. The virtual part of it is putting culture element into every process of developing new product, so that their will be a market oriented system, in which the company can communicate with its customers and sell real estate. In the end, there will be a win-win condition which will be celebrated by both the company and society.