With the increasing levels of lifestyle and consumption, people increasinglyfocused on the cultural spirit’s enjoyment, which is a higher level than the living level,the oriented marketing way to meet consumers’ spiritual needs-cultural marketingcomes into being. Whether cultural marketing is suitable for tourism real estate, andhow to implement the cultural marketing strategy in the tourism real estate, which is thefocus of this paper.This paper defines the concepts and classifications of tourism real estate, inaccordance with the different transactions divides it into three types: the rental tourismreal estate, the sale of tourism real estate, and the mixed tourism real estate, andcomparative of its difference with the traditional residential real estate, the commercialreal estate and the cultural real estate; This paper defines the meaning of culturalmarketing,analyzes the difference between the cultural marketing, the traditionalmarketing and the entities marketing,,and points out the effect of cultural marketing;This paper analyzes the feasibility of the implementation of cultural marketing in thetourism real estate. This paper takes the analysis of the development of tourism inChongqing as a starting point to study the current situation and the problems inChongqing. This paper defines the cultural connotation of cultural marketing of tourismreal estate, analyzes the principles and implementation steps that the tourism real estateshould follow in the implementation of cultural marketing, points out the problemsexisting in the cultural marketing of tourism real estate and makes recommendations.This paper analyzes the target customers’ motivations of the tourism real estate, studiesthe four strategies’ key implementation of cultural marketing for the different types ofthe tourism real estate combined with4P strategy. The four strategies are productstrategy, price strategy, advertising strategy and public relations strategy. This papermakes a case study on the analyses of the successful implementation of the culturemarketing strategy in the Chongqing’s typical tourism real estate projects-Ba State, andthe resulting sales results and social benefits.The main conclusions of this paper are: Chongqing tourism real estate has broadprospects for development, but it needs to innovate the marketing means, then thecultural marketing adapted to this demand; According to transactions, tourism realestate can be divided into three types, and customers have different transaction motive for different types of tourism real estate, so marketing strategies need to differ fromman to man, to cater to the motivation; The objectives of the tourism real estate culturalmarketing are realized mainly through product strategy, pricing strategy, marketingstrategy and public relations strategy.
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