由于房地产产品的特殊性,房地产企业及产品的形象对营销效果的影响比其他商品更深远,依靠公共关系建立良好的信誉、扩大知名度的意义则更加重大。公共关系策略与营业推广、人员促销等促销工具不同,不是直接促进某一特定产品的销售,而是通过树立开发商或的良好形象,间接地促进产品的销售。成功运用公共关系营销,将爆发单一广告营销无法达到的威力。 Due to the particularity of real estate products, the image of real estate enterprises and products has a far-reaching impact on marketing effectiveness than other commodities. The reliance on public relations has established a good reputation and the significance of expanding publicity is even more significant. Public relations strategies and sales promotion, staff promotions and other promotional tools, not directly promote the sales of a particular product, but by establishing a good image of developers or indirectly, to promote product sales. The successful use of public relations marketing, the outbreak of a single advertising can not achieve the power of marketing.