房地产品牌策略的探讨

房地产品牌策略的探讨
摘  要
近年来，为了稳定房地产价格，保持房地产市场的有序健康的发展，政府不断出台宏观调控政策，加上房地产行业竞争等因素影响，促进了房地产市场的优胜劣汰。房地产业作为国家重要支柱产业，在我国国民经济中占有重要地位。房地产业发展至今，已经进入了品牌竞争时代。品牌，不仅是房地产企业赖以生存与发展的立足之本，是其保持核心竞争力与可持续发展的必由之路，同时也是影响消费者购房决策的最主要因素之一。要想获得更多消费者的肯定就必须建立良好的品牌，越来越多的发展商逐渐意识到品牌的重要性。房地产企业要做大做强，在现代化竞争中立于不败之地，品牌化已成为房地产企业发展和在市场竞争中取得领先地位的致胜之道。
相对而言，国内房地产品牌的根基太浅，品牌成熟尚需假以时日。本文通过分析房地产企业的经营管理现状，以及品牌经营方面存在的问题，结合万科有限公司及万科房地产企业的品牌运作经验以及现代品牌战略理论，提出了中国房地产企业品牌策略模型，包括品牌延伸、品牌整合传播以及品牌创新，从策略的高度对企业的品牌运作进行统筹规划，对中国房地产企业长期的发展提供指导，并提出一些具体可行的思路、方法和建议。
 
关键词：房地产；品牌；品牌策略
 
Abstract
These years,in order to keep real estate prices stable, maintain the healthy development of the real estate market,the government has introduced macro-control policies.With the real estate industry competition and other factors,it promotes the survival of the fittest real estate market. As an important pillar of national industry, the real estate industry occupies an important position in China's national economy.Nowadays, the real estate industry has entered the era of brand competition.Brand is the basic of survival and development of real estate enterprises,the only way to maintain core competitiveness and sustainable development of real estate enterprises,and one of the most important factors to affect consumers, purchase decision-making.A good brand is very necessary to get more consumers, agreement. More and more developers becomes aware the the importance of brand. Brand has become the success way to have a leading position in real estate enterprise development and competition.
The domestic real estate brands is relatively shallow in foundation, it will cost time to become mature. This thesis analyzes the present situation of Real Estate Enterprises, and tries to find problems existing in brand strategy. By what it proposes a brand strategy mode for Wan Ke enterprise, including brand positioning, brand innovation, brand communication, brand maintenance, and brand innovation. The thesis puts forword the traditional enterprises’ strategic developing plan and particular applying measures.

Key Words：Real Estate；Brand；Brand Stratagem

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