我国房地产开发企业品牌延伸策略研究

Research on the Brand Expanding Tactics of Chinese Real Estate Corporations

综合分析了我国房地产开发企业常用的三种品牌延伸策略:企业品牌由单纯的住宅地产向商业地产延伸;企业品牌从最终产品向房地产产品的整个价值链的延伸;企业品牌和产品品牌的跨区域延伸。同时指出,房地产开发企业在实施品牌延伸策略时需关注企业资源的合理使用,并处理好各类品牌之间的关系。

The brand of corporation expand from housing real estate to commercial real estate; the brand of corporation expand from final products to the whole value chain of real estate; and the brands of corporation and products expand from one place to other places, these three kinds of brand expand tactics which used ordinarily by the real estate corporations have been analyzed in this paper. Furthermore, the author advises the real estate corporations to pay close attention to the rational utilization of their resources, and arrange rationally the relationships between their different kinds of brands.