浅析住宅地产商的品牌经营（Analysis of brand management of residential real estate developers）.docVIP

浅析住宅地产商的品牌经营（Analysis of brand management of residential real estate developers） In recent years, the major small and medium-sized cities in the real estate investment boom, in the real search and understanding of new consumer lifestyles, the development of a group of well-known brands far brown products. Aoyuanjituan development of Olympic Garden with a distinctive brand positioning its originality -- twenty-first Century healthy life by Olympic Garden, its brand slogan campaign on the home front the spirit of sports to carry out in the end, high-income white-collar managers and people in Guangzhou attracted most of the market in subhealth. The first launch of the 288 sets of garden villa, created a sold out within one day of the remarkable performance. Similarly, the domestic real estate tycoon Vanke is based on its consistent service concept and excellent brand image, sweeping the local market, which are inseparable from its brand culture strategy. To this end, I would like a few aspects of the real estate industry brand management for a brief discussion and analysis. First, the misunderstanding of project brand and project concept Project brand marketing strategy must be a system of scientific system with the brand as the core, and then there are plans to launch a series of marketing activities, making the project the core value of the brand appeal to target consumers fully inside, so that consumers feel deep experience to the project expected commitment. Vanke Group is in the ten years of real estate development and management in construction project has always attached great importance to the brand, and be good at summing up the project brand operation experience, put forward the idea of building infinite life as the core of the brand value of the real estate, so as to create a national implementation of thinking as the core , a series of scientific system localization the national chain of real estate brand strategy. The core value is not Vanke clap for, but