房地产企业品牌营销研究

Brand Marketing of Real Estate Enterprises

阐述了我国房地产品牌经营的现状与存在问题,分析了做好房地产品牌营销的基本策略,在此基础上,从强化房地产品牌经营、注重房地产整合营销与传播、打造房地产企业的品牌关系等方面,探讨了我国房地产品牌建设的路径选择。

This paper expounds the present situation and existing problems of China＇s brand management of real estate and analyzes the basic strategy of promoting brand management of real estate. On this basis, it discusses the path selection of China＇s brand building of real estate from the aspects of strengthening the brand management real estate, focusing on the integrated marketing and communication of real estate, and creating brand relationship of real estate enterprises, etc.