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随着我国房地产市场逐步向成熟发展,塑造良好的品牌、实施品牌营销战略成为企业形成核心竞争力的关键所在,而有效开展品牌营销的基础,即正确进行房地产品牌定位。本文首先探寻房地产品牌定位的内涵,确立了顾客价值研究视角,进而基于功能性、形象性和体验性品牌的定位分类,结合国内外房地产业成功案例对品牌定位实施作深入研究,最后指出企业在定位实施中应遵循的原则,以期对企业品牌定位及营销活动的实施起到借鉴和指导作用。
As the real estate market in our country gradually develops into a mature and well-established brand, implementing the brand marketing strategy becomes the key to the formation of the core competitiveness of an enterprise. Effectively carrying out the foundation of brand marketing is the correct positioning of the real estate brand. This paper first explores the connotation of real estate brand positioning, establishes the customer value perspective, and then based on functional, visual and experiential brand positioning classification, combined with successful cases of real estate industry at home and abroad for brand positioning implementation in-depth study, and finally pointed out that enterprises in Positioning implementation should follow the principle, with a view to corporate brand positioning and marketing activities to play a guiding and guiding role.