目前,房地产业界在创名牌上的认识误区主要在以下三个方面: (一)房地产行业特殊,不好创名牌。认为房地产业地域性强、市场面窄、受政府政策影响大,实施品牌经营难以把握市场,难以进行跨地区的连锁经营,以致难以在全国推广。 其实,比起其它商品而言,作为巨额耐用消费品的住宅,购买者更需要品牌的承诺来减少风险。在房地产领域里, At present, the misunderstanding of the real estate industry in creating brand names mainly lies in the following three aspects: (1) The real estate industry is not good for creating brand names. It is considered that the real estate industry is highly regional and the market is narrow, subject to the influence of government policies. It is difficult to grasp the market with brand management and it is difficult to conduct chain operations across regions so as to make it difficult to promote it across the country. In fact, compared with other commodities, as a huge durable consumer goods residential, buyers need more brand promise to reduce the risk. In the field of real estate,