作 者: ;
机构地区: 中山大学岭南学院房地产咨询研究中心
出 处: 《城市开发》 2004年第12期36-37,共2页
摘 要: 本文在分别诠释住宅品牌文化的内涵、特征以及文化营销的内涵、类型和功能的基础上,从文化营销的层次性和实施步骤两方面阐述了住宅品牌的文化营销策略。 On the basis of interpreting the connotation, character of the housing brand culture and the connotation, types and function of the culture marketing individually, this thesis elaborates the culture marketing strategy of the housing brand from both the levels and the implementation stages of the culture.