Residential Real Estate Advertising Regional Differences Communication Strategy Research

Along with our country market economy into another round of "new normal", as the national economy pillar industry, in the double constraints of policy and market, residential property still promote the development of the urbanization and modernization. Through nearly 20 years, especially since the "golden decade" development in the 21 st century, residential property has been more mature, different sizes of residential property all over the country develop like mushroom, presents the spurt of growth, market competition is increasingly fierce.To build competitive advantage of residential property should realize integrated marketing and communication, it cannot leave the brand spread and popularization, combined with the different culture formed is humongous and long history of our country, regional differentiation of residential products spread is imperative.As the leader of residential property, the country’s largest residential development enterprise, Vanke’s business covers the city economic circle and the middle western regions, Sales is the first of the same industry in the world. This article is based on the deep Wanke to Beijing-Shanghai-Shenzhen three cities circle amorous feelings of different cultural understanding as the starting point, to analyze its in the context of "humanistic care" to the brands of different cities spread regional differentiation, from differentiation positioning contentstrategy and tactics, To analyze Beijing-Shanghai-Shenzhen on behalf of the China’s three major city economic circle of the spread of regional differentiation strategy, And to absorb and emulate Wanke in the brand spread advanced experience.This article aims to summarizes a series of rules and experience from specific to general, from personality to common, and to fully tap and play the role of regional differentiation in residential real estate and popularization, in order to provides some general methods of reference value to other national or regional housing developers in the brand and product differentiation and popularization.