房地产项目品牌建设策略的反思与对策

Reflection and Countermeasure to the Brand Strategy of Real Estate

房地产企业在塑造项目品牌过程中存在一些问题和误区,如:盲目跟风,缺乏个性;过分宣传,而忽视产品品质;品牌内涵单调,缺乏吸引力;品牌维护意识不强;项目品牌与企业品牌各自为政,等等。为打造优秀房地产项目品牌,开发企业应对项目精确定位、突出品牌个性;注重产品质量提升和创新;给项目注入丰富的文化内涵;履行必要的社会责任;以及对成功项目进行品牌复制和延伸。

Many real estate companies make mistakes in the process of brand building creation, such as followings of blindly and lack their own individuality, publicizing excessively but neglecting product＇s quality, lacking brand meaning .The consciousness of brand maintaining is weak, the item brand and enterprise brand promoting are irrespectively, etc. In order to build excellent real estate item brand, the real estate company should make precise orientation for item and display it＇s individualities fully, it should make a point of improving house quality, immit culture prolific meaning ,carry out essential necessary duty, and copy and extend successful item brand to enlarge it＇s influence.