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改革开放后,伴随经济发展与科技进步,当今国人对住宅的消费理念发生了质的转变,对住宅的要求远超出了仅是休憩与居住的基本功能,更追求住宅带来的精神层次的满足。本文力图阐述房地产企业在房地产市场的竞争日益加剧的情况下,须以文化营销的战略理念积极应对,形成企业自身独有的住宅文化、服务文化、品牌文化、企业文化等,获取消费者的情感和价值认同,实现企业与消费者的双方共赢,走企业可持续发展之路。
After the reform and opening up, with the economic development and scientific and technological progress, today’s people have made a qualitative change in the concept of housing consumption. The demand for housing far exceeds the basic function of merely resting and living, and the spiritual level satisfaction of the pursuit of housing . This article attempts to elaborate the real estate business in the real estate market, increasing competition, the need to actively respond to the strategic concept of cultural marketing, forming their own unique residential culture, service culture, brand culture, corporate culture, access to consumer sentiment And value recognition, to achieve win-win business and consumers both sides take the road of sustainable development of enterprises.