中国房地产市场竞争中的品牌战略研究

Brand Strategy Research in the Competition of China's Real Estate Market

随着房地产企业间的竞争日趋激烈,消费者的理念日益成熟,品牌已成为企业生存发展的必要工具,企业核心竞争力的重要组成部分。在目前市场竞争格局下,房地产企业必须在战略高度上做好品牌运营才能立于不败之地。然而国内一些房地产企业在品牌战略实施上仍有很多问题,如过于依赖广告,没有清晰的品牌定位,品牌意识薄弱等。本文从品牌战略基本理论和方法入手,在分析房地产企业实施品牌战略必要性和问题的基础上,针对房地产企业实施品牌战略的问题提出了相关对策。

With increasing competition among the real estate enterprises,the concept of consumers become more sophisticated,the brand has become an essential tool for development of enterprise,and an important part of enterprise core competitiveness. In the current market competition,the real estate company must do well on the brand in the strategic operation and can be invincible. However,some domestic real estate enterprises in the implementation of brand strategy,there are still many problems,such as over-reliance on advertising,no clear brand positioning,brand awareness weak and so on. This paper starting from the basic theory and methods of brand strategy,based on the analysis of the necessity and problem of real estate companies implementing brand strategy put forward corresponding countermeasures.