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 environm...