浅析房地产品牌的创建（Analysis of the establishment of real estate brand）.docVIP

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浅析房地产品牌的创建（Analysis of the establishment of real estate brand）.doc

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浅析房地产品牌的创建（Analysis of the establishment of real estate brand）

浅析房地产品牌的创建（Analysis of the establishment of real estate brand） Since the end of 1978, Chinas real estate industry began to reform and open up, and it has developed for more than 20 years. After experiencing several competitive stages such as lots, planning and concepts, it began to enter the stage of brand competition. But at present, Chinas real estate brand situation is not optimistic, in addition to some large real estate companies have consciously create a good brand, most real estate enterprises lack of brand awareness, or create a lack of correct understanding of the brand, so the brand of real estate to create imminent. First, the particularity of building real estate brands Although the law provides structure and comparison of the classical theory of forming the brand for the real estate brand building, but there are essential differences between real estate products and mass production of products and the advertising, which determines the real estate brand building is different from other industries to create brand. Manifested in the following aspects. Dependence on the product is higher. Compared with the daily fast consumption areas of real estate brand building, brand building of the product dependency is higher, this is mainly because of more limited supply of real estate products. The difference of real estate and mass production products is the local supply of land and government control change constantly restricting supply, development cycle and cost and property supply, these limiting factors directly affect the establishment of real estate brand. Consumption pattern is special. Real estate products are essential consumer goods, at the same time because of the high value of real estate products, and the use of a long cycle and so on, so it is heavy consumer goods. High value, so that consumers are sensitive to housing quality problems, real estate enterprises in the brand building, we must pay special attention to product quality, it can be said tha