产品营销策略与房地产品牌建设研究

Research on Producrs Marketing Strategy and Real Estate Brand Building

房地产行业已经进入品牌营销的时代,但部分房地产企业在提升房地产品牌时过于注重外在形象而忽略了内在品质,是本末倒置,是不能将品牌长期的维持和经营下去的。房地产企业要树品牌、创名牌,要使企业品牌深入人心,首要的、关键的在于向公众推出优质的房产、合理的户型设计和完善的物业管理等。也就是说原来房地产企业只注重项目的质量的观念必须更新了,加强房地产产品整体概念的质量,才会提升房地产企业品牌和项目品牌。面对日益激烈的市场竞争,房地产企业需要认真考虑如何创立品牌,并以品牌营销提升自己的竞争力,确立自己在行业的主导地位,做未来房地产市场的赢家。

The real estate industry has entered the era of brand marketing. However, instead of focusing on in- herent quality, part of the real estate enterprises pay too much attention to the external image while promoting real estate brand. It can not be long - term maintenance and management. If Real estate enterprises want to establish brand, to developfamous brand name, to make the enterprise brand win support among the people,we should provide public with excellenthouses with reasonable design and good property management etc.. That is to say, the concept that real estate enterprises should only pay attention to project quality must be updated. Only By strengtheningquality of real estate products, wilhhe real estate enterprise brand and project brand be enhanced. Facing the increasingly fierce market competition, real estate enterprises should seriously consider how to create brand and improve their competitiveness in brand marketing as well as how to establish its leading position in the industry so as to be the winner of future real estate market .