我国房地产企业品牌经营管理的发展状况分析

Analysis of Brand Operation and Management Development of China's Real Estate Industry

宏观环境的变化和市场竞争的加剧使得房地产业品牌的效用日益突显。越来越多的房地产企业日益重视品牌的规划和建设,注重品牌延伸,将品牌经营管理提升到企业战略高度。跨区域运作成为房地产企业品牌经营管理的重要举措,而外部资源和内部资源以及营销手段的整合则是当前房地产企业实施品牌经营管理的首要任务。优势品牌发展商的品牌价值增长迅速,市场影响力显著提高。

The changes in the macroeconomic environment and intensified competition in the market highlight the importance of brand in real estate industry. More and more real estate enterprises pay more attention to brand planning, brand building and brand extension, and manage brand in a strategic way. Cross-regional operation becomes an important direction of real estate enterprises’ brand management. The integration of external resources, internal resources and marketing mix become the first of all tasks of real estate enterprises’ current brand management. The brand value and competitiveness of strong real estate enterprises increases rapidly and significantly.