摘要
基于对我国当前房地产业的冷静观察,深入分析房地产开发企业的竞争方式和竞争结构,研究品牌价值在消费者购买决策过程中的影响,我们对房地产业中的品牌营销的理论和策略提出质疑。
Based on careful investigation of current real estate in China, on deep analysis of competitive mode and structure of real estate and on the influence of brands value on the process consumers purchase decision, we query the theory and strategy of brands marketing of real estate.
出处
《重庆工商大学学报（社会科学版）》
2003年第5期50-52,共3页
Journal of Chongqing Technology and Business University：Social Science Edition
关键词
房地产市场
产业结构
品牌营销
real estate market
industrial structure
brands marketing
