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商用地产是一个具有地产与商业双重特征的跨行业产业,他兼有地产开发、商业物业运营的双重运行规律,并且具有其本身特有的规律。同样,作为商用地产项目的宣传推广也同样有其操作的独特性,能不能把握住推广的关键,在某种程度上决定着项目运作的成败。相对于中国整体房地产行业已经走过的20年探索道路,商用地产尚处于起步、探索阶段,虽然以国贸为代表的中国早期的写字楼,现在仍然具有无可替代的重要地位,但这两年的飞速发展才能算作商用地产真正腾飞的开端。我们对于商用地产品牌的探讨也应该放在这个大背景下进行。
Commercial real estate is a cross-sectoral industry with the dual characteristics of real estate and commerce. It has the dual operation law of real estate development and commercial property operation, and has its own unique laws. Similarly, as a commercial real estate project promotion also has its unique operation, can grasp the key to promotion, to a certain extent, determine the success or failure of the operation of the project. Compared with the 20-year exploration path that China’s overall real estate industry has gone through, commercial real estate is still in its infancy and exploration stage. Although early Chinese office buildings represented by ITC still have an irreplaceable important position, in the past two years Rapid development can be counted as the real take-off of commercial real estate began. Our discussion of commercial real estate brand should also be placed in this context.