[摘　要]　从价值链视角分析房地产文化营销的本质特征和价值创造过程，指出当前房地产文化营销存在的问题和不足，提出完善和整合房地产文化营销的对策：从项目定位、楼盘命名、建筑风格创新、小区人文环境塑造、社区管理、销售推广等重要价值环节全面提升楼盘的文化内涵和顾客感知，打造独特的地产文化和生活方式，并将情感和艺术元素注入地产营销当中。

[关键词]　房地产,文化营销,全过程,价值整合

Abstract: The paper analyzes the substaintial character of real estate's cultural marketing and the process of value-creating from the perspective of value chain, points out the problems and limitation of real estate's cultural marketing, and puts forward countermeasures for improving and integrating the real estate's cultural marketing projects. In order to increase effect of marketing, the developers should promote the cultural connotation and customer perceived value by project location, building named, new architectural style, community cultural environment, community management, community sale, etc, thus to create special culture and life style, also mix the feelings and artistic elements into real estate marketing.

Key words: real estate; cultural marketing; whole process; value integration

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建筑经济，2012（1）：46-48