房地产企业强势品牌建设研究

Research on Strong Brand Building of Real Estate Enterprise

房地产商品日趋成为人们生活中的"热点"商品,由于市场竞争日益激烈,房地产企业间的竞争也由价格竞争进入到品牌竞争阶段,房地产企业如何建设强势品牌是现今面临的现实问题。试从创建品牌资产,构建品牌识别、品牌定位和品牌传播等方面建设房地产企业强势品牌。

With the development of market economy system,real estate has been one of the most popular goods in people＇s lives.Because of increasingly fierce market competition,the real estate enterprises pay more attention to their own brands instead of prices.Price competition has changed to brand competition.It is a practical problem to establish a pre-eminent brand of facing to the real estate enterprises currently.The key points for real estate enterprises is to establish strong brands,namely,building brand equity,forming brand identity system,brand orientation and brand dissemination.