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随着市场经济的发展,作为我国一个新兴产业,房地产业的竞争也在不断加剧,品牌营销已日益被开发商重视。但相对于国外而言,我国房地产开发企业的品牌发展滞后,尤其中小房地产商在品牌经营中还存在着一些问题。本文结合现代品牌营销基本理论,并以华升房地产有限公司的品牌经营工作的案例分析为基础,从企业的品牌定位、品牌塑造、品牌传播和品牌延伸等方面说明了房地产业应如何更近一步、更有效地开展品牌的经营。
With the development of market economy, as an emerging industry in our country, competition in the real estate industry is also aggravating. Brand marketing has been paid more and more attention by developers. However, relative to foreign countries, China’s real estate development enterprises lagging behind the brand development, especially small and medium-sized real estate business in brand management there are still some problems. Based on the basic theory of modern brand marketing and the case analysis of brand management of Huasheng Real Estate Co., Ltd., this article illustrates how the real estate industry should take a step closer from the aspects of brand positioning, brand building, brand communication and brand extension , More effectively carry out brand management.