The Integration Study Of Culture Marketing And Experience Marketing In Real Estate

"Cultural and Experimental Marketing",a new type of marketing of the real estate,plays an important role in the marketing activities.It has aroused extensive attention in the real estate business,and been believed to have a bright prospective.Integrating two frontiers of marketing,the cultural marketing and the experimental marketing,"Cultural and Experimental Marketing" fits into the economic development of the real estate industry in our country.Based on the analysis of marketing system of the real estate industry,this paper explores the basic strategies of the cultural marketing and the experimental marketing including the integration system of these two marketing,and offers the ways to combine these two marketing by using the typical theories,such as Integrated Marketing,Cultural Marketing,and Experimental Marketing.Moreover,this paper takes a project plan of Chengdu Leecheng Chuangqi Real Estate Marketing Ltd.as an example to illustrate the practical meaning,in order to provide references to further the application of "Cultural and Experimental Marketing".Cultural Marketing Theory reveals the general rules of the combination between culture and marketing.Experimental Marketing theory shows the significance of the "feeling" and "surroundings" in the marketing activities.And Maslow's Need Hierarchy Theory tells the general features of psychological needs.In addition,other theories also play important roles in marking,such as diversity demanding the personality in products' design,Integrated Marketing theory emphasizing the possibility of the integrating the marketing strategies,and technological innovation theory indicating the goals and direction of the marketing theories.The analysis of the marketing system of real estate industry includes marketing contents,business process,sales channels,program designs,marketing strategies and the activity issues.The analysis of Cultural Marketing includes meanings,origins,types and functions.While the analysis of Experimental Marketing includes contents,process,strategies,key points and errors.And the analysis of integration of the Cultural Marketing and the Experimental Marketing mainly contains the contents,measures,and developing trends.