【摘要】我国的地域文化类型多元，表现形式丰富。在房地产开发中应用地域文化，可采取如下策略：根据项目位置及目标客群确定所应用地域文化类型;根据景观文化、地域生活习俗、民间信仰等因素进行房地产项目选址;根据地域建筑文化、生活习俗等设计房地产形式结构与空间组织。而在房地产营销中应用地域文化，则宜采取如下策略：因势利导，根据地域文化选择恰当的营销时机;因人施策，充分把握特定地域文化的特色与定位，并在营销传播中加以植入，分别针对特定地域目标客群进行传播。

【关键词】地域文化;房地产开发;营销

【Abstract】China's regional culture types are diverse and rich in forms. In the application of regional culture in real estate development， the following strategies can be adopted： determine the applied regional culture type according to the project location and target customers; select the real estate project site according to the landscape culture， regional life customs， folk beliefs and other factors; design the real estate form structure and spatial organization according to the regional architectural culture and living customs. In the application of regional culture in real estate marketing， we should adopt the following strategies： guide the market according to the situation and choose the right marketing opportunity according to the regional culture; implement policies according to people， fully grasp the characteristics and positioning of specific regional culture， and implant them in the marketing communication， respectively aiming at specific regional target groups.

【Key word】Regional Culture; Real Estate Development; Marketing

【DOI】10.12334/j.issn.1002-8536.2021.25.016

地域文化是中華大地上各地域传承已久、独具特色的文化传统。我国幅员辽阔，拥有瑰丽多样、各放异彩的地域文化。特定地域社会生活的方方面面，均带有该地域的地域文化印记。房地产项目的开发与营销活动亦不例外，要与地域文化产生千丝万缕的联系。2018年10月，习近平总书记在广东考察时指出：“城市规划和建设要高度重视历史文化保护”，“要突出地方特色，注重人居环境改善”，“注重文明传承、文化延续，让城市留下记忆，让人们记住乡愁。”[1]因此，如能深入挖掘地域文化的典型表现与精神内涵，将之应用于房地产项目的开发与营销中，不但将为房地产项目起到画龙点睛、增光添彩、吸引客户之功效，也将有助于优秀地域文化的保护与传承，可谓一举两得。那么，如何将地域文化应用于房地产开发与营销中？……