摘要
从分析房地产企业品牌建设的现状与存在问题入手,结合房地产行业的特点,提出在我国房地产品牌建设中应注意的问题,其中包括正确处理企业品牌与产品品牌的关系、实施科学的品牌定位、品牌的塑造要注重物质因素与精神因素相结合、质量仍然是影响房地产品牌竞争力的核心因素以及维护长期稳定的客户关系等,寻找房地产品牌建设的正确途径。
Based on the characteristics of the realty industry in China, by analyzing the present situation and existing problems during the construction of brands, the present paper studies some key problems of brand construction in the realty industry in China,which includs treating of the relationship between enterprise brand and product brand, scientifically adopting brand orientation, combining of substance and emotional parameters in the construction, taking into account quality as the key point of affecting brand competition, and sustaining long-term and stable customer relationship. It is believed that the result is beneficial to the construction of famous brands for the real estate sector enterprises.
出处
《科技与管理》
CSSCI
2008年第6期13-15,共3页
Science-Technology and Management
关键词
房地产
品牌建设
市场经济
real industry
brand construction
market economy
