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房地产品牌营销战略是从差异化出发,进行品牌合理定位,塑造个性化品牌,从维护品牌资产价值出发,不断创新,造就个性化品牌,再将品牌理念贯穿在运营的每一个环节。房地产企业通过价格策略、渠道策略与产品策略以整合营销传播模式(IMC)来实现消费者与已经建立起来的品牌之间的互动,互动的基础是消费者变化的需求。通过策略来实现房地产营销战略的四个环节:品牌个性、品牌传播、品牌销售与品牌管理,促进品牌、企业利润、消费者诉求之间的良性循环发展。
Real estate brand marketing strategy is to proceed from differentiation, to carry out brand positioning, create a personalized brand, starting from the maintenance of brand equity value, continuous innovation, creating a personalized brand, and then brand concept runs through every aspect of the operation. The real estate enterprise realizes the interaction between the consumer and the already established brand through the integrated marketing communication mode (IMC) through price strategy, channel strategy and product strategy. The interaction is based on the demand of the consumers. Through the strategy to realize the real estate marketing strategy of the four links: brand personality, brand communication, brand sales and brand management, promote the brand, corporate profits, consumer demand between the virtuous cycle of development.