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近年来,中国房地产行业的竞争越来越激烈,产品的趋同化程度也不断加剧,中国房地产企业面对日趋精明与高要求的消费者,加强品牌建设、有效整合品牌资产已经成为企业赢得市场的先决条件。本文结合长春房地产企业具体现状,分析品牌价值对长春市房地产业的影响,最后提出了提升长春市房地产企业品牌价值的策略。
In recent years, the competition in China’s real estate industry has become more and more fierce and the degree of convergence has also been aggravating. As Chinese real estate enterprises are facing increasingly sophisticated and demanding consumers, strengthening brand building and effectively integrating brand equity have become the ones that win the market prerequisites. In this paper, the actual status of real estate companies in Changchun, analysis of the brand value of the real estate in Changchun City, and finally proposed to enhance the brand value of real estate enterprises in Changchun City strategy.