房地产品牌行销策略.docxVIP

谈房地产的品牌行销传播策略 Talk about real estate brand marketing communication strategy 目前，品牌行销传播的思路在房地产界兴起，对于品牌行销，业界流行着两种截然相反的观点。(善达 HYPERLINK / 上海活动策划公司  HYPERLINK / /) At present, brand marketing idea in the real estate industry is arisen, to marketing, the popular two diametrically opposite views. 一种观点是认为房地产已经进入到品牌营销时代，认为只要通过宣传树立一个良好的开发商的品牌形象，就能从根本上促进消费者对产品的认同和接受，他们引以为证的例子是“万科”。于是，许多开发商热衷于在媒体上暴光吵做，频频作秀，似乎这样就能确立起一个强势的品牌。 One view is that real estate has entered the era of brand marketing, as long as that propagate through the set a good brand image of the developers, can fundamentally promote consumers on product recognition and acceptance, they cited that permit example is vanke. So, many developers keen in the media exposure shouting, frequently show, seems so that we can establish a strong brand. 但是，消费者对于一个地产项目，除了少数豪奢者一掷千金的炫耀外，更多的是要对房子精挑细选，要仔细思量动辄几十万、上百万的投入是否物有所值。人们在买一罐可乐时，绝不会怀疑这一罐的配料是否有问题。但是，在买房时，他们会仔细考虑到方方面面。原因很简单，房子永远不会是大批量生产的标准化商品。房子建在特定的地块上，每一个地块都有其独特的方位特点、自然和人文环境，每一个项目也都有其特有的建筑、配套、服务等差异。房子是市场上最为复杂的消费品，任何一个开发商的品牌，都不能让购买者放弃对项目本身的判断。前面谈到的“万科”品牌，也是依靠它的一个个深入人心的项目品牌支撑起来的。所以，持这种观点的人，是混淆了开发商企业品牌和项目品牌之间的关系。 However, consumers for a real estate projects, except for a few luxury who gamble at high stakes off outside, more is to be on the house carefully selected to think carefully, often hundreds of thousands, millions of investment is worth. When people buy a can of coke, never doubt that whether there is a problem with the batching tank. However, to buy a house, they will carefully consider all aspects of. The reason is very simple, the house was never mass-produced standardized commodities. The house built in the particular block, each block has its unique characteristics, the range of the natural and human environment, every project has its own building, supporting, service and other differences. The house is on the market the most sophisticated consumer goods, any one of the developers of the brand, can let the buyer to give up on the project itself judgmen