房地产品牌营销的研究-管理科学与工程专业论文.docxVIP

我阔的房地产业经过近二十多年的发展，面临着自卖方市场向买方市场的转 变。本文从我国的房地产市场的现状从发，对目前我国的房地产市场的营销状况 进行分析。房地产行业是我国国民经济的意要产业支柱，应该发挥着不可替代的 作用。我国的宏观调控政策对房地产业的影响日益加大，使得房地产市场的竞争 越来越激烈。基于市场品牌理论和营销理论，以及房地产产业的发展周期的共同 影响，我国房地产市场的营销方式必将向品牌营销方向转化，品牌营销是房地产 市场营销模式的必然趋势，企业只有树立了自己的品牌才能在日后的市场竞争中 ω 立于不败之地。我国房地产企业的素质良劳不齐，有的企业管理水平低，竞争手 段恶劣，造成了现在房地产市场上的一些不合理现象。未来的市场将会逐步科学 t\ 和健康化，商场如同大浪淘沙，那些管理部后、专业水平低的企业终将被市场所 沟汰。本文将品牌远营与房地产市场营销有机的融合在一起，结合案例对房地严 企业品牌营销和房地产项目品牌营销的实施过程进行了详细的论述。房地产市场 的竞争必将转向品牌竞争。未来的房地产市场竞争是品牌的竞争，企业只有利用 品牌竞争才可以占领市场，提高企业的利润，提升企业的价值，品牌将成为房地 产企业无形资产的重要组成部分。品牌的附加值将在今后的市场竞争中逐渐显露 阳来。 、. 关键词:房地产品牌营销市场战略 After 20 years development ，his real estate indus町 is gradually achieving transition from seller market to buyer market.This article starts with the actualities of the real estate market，and analysis 也e current Chinese real estate marketing. The real estate sector is the main pill町 of the national econom弘 and should play an iη叩laceable role. 丁he macro-control policies impacts of the real estate sector are staggering，making the competition in the indus盯， more intensely. Based on the market brand and marketing theory，as well as 也e inf1uence of the estate development period ，the Chinese real estate marketing method will defmitely transformedωbrand 龟 marketing ，and only by establishing its own can the enterprises survive in the severe competition. Ent臼pnses m 由e Chinese estate market are unbalanced ，some of 由em， whose management level is low and competition means is abominable，has caused the irrational phenomenon in the real estate market. The pro叩ective market wi1l be scientific and normalize graduall予 Like a mighty wave crashing on a sandy shore， ωme ent呻rises with backward management and poor specialty level wi1l be washed out. By linking brand operation with rea1 est创e marketing ，combining case analysis， 伽is paper aims to discuss brand marketing of real estate enterprise and project. Competition in 伽 real estate market wi11 transform to brand competition. Qnly by brand marketin