企业品牌在房地产市场中的作用.docVIP

企业品牌在房地产市场中的作用 摘要：随着经济的不断发展，社会的进步，人民生活水平的日益提高，对居住环境要求的改变，房地产业已经成为了大家越来越关注的话题。由于房地产与人们的日常生活息息相关，或者说是密不可分，伴随着人们对房地产需求量的增大，搞房地产开发的企业也与日剧增，而消费者又想要在众多房地产企业之中购到自己称心如意的房屋，这时，消费者就只有看房地产企业的品牌，房地产企业品牌的口碑越好，被消费者构买的可能性就越大。所以，在人们物质文明与精神文明不断提高的情况下，房地产企业要想生存发展，注重品牌已经成为了必然。同时，许多业内专家指出，品牌房地产企业间的竞争是未来房地产行业的发展方向和趋势。换言之，企业品牌将决定未来房地产市场竞争的格局和结果。由此可见，企业品牌在房地产市场中的作用。 关健词：房地产市场 房地产企业 企业品牌 Abstract: With the continuous economic development, social progress and peoples living standards rising, the living environment demands changes in the real estate industry has become more and more people concerned about the topic. As the real estate and closely related to peoples daily lives, or are inseparable, along with the peoples increasing demand for real estate and engage in real estate development enterprises are increased, while consumers also want the many real estate Among all enterprises to purchase their own housing bed of roses, At this time, consumers can only look at the real estate business brand, the real estate business, the better the brands reputation, the structure of consumers bought more likely. Therefore, people continuously improve the material and spiritual, real estate development enterprises to survive and pay attention to the brand has become inevitable. At the same time, many industry experts pointed out that inter-brand competition in the real estate business is the real estate industry in the future direction of development and trends. In other words, the brand will determine the future of the real estate market structure and competition in the results. This shows that corporate brand in the real estate market. Key words: real estate market real estate enterprises corporate brand 一、房地产企业品牌与市场的概念 伴随着国际金融市场的动荡、国内经济增速放缓的大环境下，过去一年里国家宏观调控政策作用显现，房地产市场不再像以前那样景气。市场供给方资金链条绷紧，需求方处于明显观望状态，商品房交易量大幅下降，房价上涨幅度逐步放缓。2009年，房地产市场已经步入较长时间的调整期。需求方短期内难以走出观望，开发企业将会迎来一轮“洗牌”，房价面临进一步回调。此外，随着住房结构调整及各项住房保障政策的落实，中低收入家庭住房困难问题将得到进一步解决。在金融危机的背景下，房地产企业要生存与发展，品牌之路是正道，应该走，而且必须走。 房地产企业品牌是指房地产公司的整体社会声誉