浙江房地产品牌建设与发展

Giving Prominence to Quality and Pursuing Brand Name:Construction and Development of Zhejiang Real Estate Brand Name

文章围绕“注重品质,追求品牌”这个中心议题,回顾了浙江房地产品牌建设的历程,阐述了浙江抓五个方面工作实施品牌战略;分析浙江房地产品牌建设成功的三个主要原因;指出继续实施房地产品牌战略应采取的三条措施:首先要抓当前机遇,练好内功,全面提升房地产企业的核心竞争力;其次要学先进,找差距,把房地产品牌做大做强;第三要注重品质,品质是企业产品的根基和命脉,也是下一步实施品牌战略的基础。

Centering on the topic of“Giving Prominence to Quality and Pursuing Brand Name”, the paper expounds the five as-pects of work done by Zhejiang to implement branding strategy by reviewing the past of the brand name construction of Zhejiangreal estate, analyses the three main causes of success in the construction of Zhejiang real estate brand name, and proposes threemeasures to continue the implementation of real estate branding strategy, i.e. firstly, to grasp the current opportunity and perfectthe managerial capability to sharpen the competitive edge of the real estate enterprises, secondly, to learn from the advanced andfind out where one falls short to pursue the real estate brand name on a larger scale and on a stronger basis, and thirdly, to giveprominence to quality as it is not only the foundation and bloodline of the enterprises but also the base for further implementationof the branding strategy.