摘要
随着房地产业竞争的日益激烈和房地产市场管理的日趋规范,面对市场及政策的双重压力,房地产企业要想获得成功并持续发展,必须走品牌战略之路。但目前大部分房地产企业在品牌建设过程中都存在定位、管理、维护等方面的问题,这些问题与国家宏观经济及相关政策、行业发展现状有着重要关联。房地产企业品牌建设的有效路径应是策划—定位—规划—建设—营销—管理—扩张。
With the increasingly intense competition in the real estate industry, real estate market management is standard, confronting the double pressure of market and policy ; to be successful and sustainable, real estate enterprise must take the brand strategies. But now most of the real estate enterprises have the problems of orientation, management and mantenanee in the brand construction. These problems are related to the national macroeconomic policy. The effective path of real estate enterprise brand construction should be planning,positioning, programming,constructing, marketing, managing and expanding.
出处
《南昌大学学报（人文社会科学版）》
北大核心
2012年第3期115-119,共5页
Journal of Nanchang University(Humanities and Social Sciences)
基金
江西省社会科学研究"十二五"规划项目"江西房地产企业品牌经营管理发展状况研究"(11GL45)
关键词
房地产
企业品牌
建设
路径
real estate
enterprise brand
construction
path
