实施房地产品牌营销战略是企业明智之举。但如何成功地运用该策略正是目前理论界和业内人士研究的较多的问题 ,而笔者认为应从以下几点考虑 :1.产品策略这一策略应重点以质量为中心 ,提高房地产商品的内在价值。房地产商品由于具有特殊性——使用周期长、价格高等 ,消费者在选 The implementation of real estate brand marketing strategy is a wise business. However, how to use this strategy successfully is just the more questions that theorists and professionals in the industry are studying now. However, I think the following points should be considered: 1.Product Strategy This strategy should focus on quality and improve the intrinsic value of real estate products value. Due to the special nature of real estate products - the use of long cycle, higher prices, consumers are elected