摘要
品牌营销是房地产企业在激烈的市场竞争中取得独特优势、增强竞争力的有效途径。当前,我国房地产企业在品牌营销方面存在的问题,主要是企业的营销理念落后,对品牌营销的理解存在误解,缺乏明确的品牌定位等。房地产企业应结合我国房地产市场的实际情况,迅速转变营销理念;以质量为后盾,赋予品牌实质价值;以差异化塑造个性化的品牌;要适时进行品牌宣传。
Brand marketing is an effective approach to achieving unique advantages and increasing competitiveness in the intense market competition of real estate. Now the problems in brand marketing of China＇s real estate mainly are backward marketing concept, misunderstanding on brand marketing, lack of definite brand location, etc. The real estate should change the marketing concept quickly according to the situation of China＇s real estate market, ensure real value of the brand based on quality, create unique brand, and give proper publicity.
出处
《商业经济》
2010年第20期87-89,共3页
Business & Economy
关键词
房地产营销
品牌营销
问题
策略
real estate marketing
brand marketing
problem
strategy
