| 试析杭州房地产文化营销现象之成因 |
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| 引用本文： | 裘杰.试析杭州房地产文化营销现象之成因[J].浙江万里学院学报,2003,16(4):43-46. |
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| 作者姓名： | 裘杰 |
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| 作者单位： | 浙江万里学院,宁波,315100 |
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| 摘 要： | 文章从“文化营销”概念的阐述开始，分别从不同的视角来挖掘杭州房地产广告中所出现的文化营销现象的根源。对具有特定地域性的广告现象进行了探究，对杭州房地产广告中出现的文化倾向做一个根源性的探询与分析，从多方面阐述这种现象出现的必然性。
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| 关 键 词： | 文化营销 房地产文化品牌 文化诉求 文化效应 意识形态 |
| 文章编号： | 1671-2250(2003)04-0043-04 |
| 修稿时间： | 2002年11月13 |
To Analyze the Spring of Culture about Real Estate Advertisement of Hangzhou |
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| QIU Jie.To Analyze the Spring of Culture about Real Estate Advertisement of Hangzhou[J].Journal of Zhejiang Wanli University,2003,16(4):43-46. |
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| Authors: | QIU Jie |
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| Abstract: | Beginning with illustration of cultural marketing, this paper tries to mine the root of cultural phenomena in Hangzhou real estate advertisements from different perspectives, to make a deep study on advertisement characteristics of specific regions, to essentially probes the history of the development of Hangzhou real estate advertisement, and to explore the truth of bubble prosperity of Hangzhou real estate market. And then, it is supposed to make a root exploration and analysis of cultural inclination of Hangzhou real estate and to explain the necessity of the phenomena from multiple perspectives. |
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| Keywords: | cultural marketing cultural brand of real estate cultural pouring cultural response ideology |
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