【正文】 . 5 品牌和品牌概念 .............................................................................................. 5 品牌時代的到來 .............................................................................................. 5 第二章 隱藏的真理 —— 房地產(chǎn)業(yè)的品牌分析 .................................................................. 7 房地產(chǎn)業(yè)的品牌現(xiàn)狀 ....................................................................................... 7 房地產(chǎn)業(yè)品牌埋沒的原因 ................................................................................ 7 居住消費的地域性 ................................................................................ 7 房地產(chǎn)市場發(fā)展過于迅速 ..................................................................... 9 開發(fā)商的“純”利潤理念 ................................................................... 10 第三章 存在的理由 —— 房地產(chǎn)業(yè)的品牌塑造 ................................................................ 12 房地產(chǎn)業(yè)品牌塑造的目的和意義 ................................................................... 12 房地產(chǎn)品牌塑造的特殊性 — 品牌組合 ............................................................ 13 房地產(chǎn)品牌的品牌要素 ................................................................................. 15 房地產(chǎn)業(yè)的品牌系統(tǒng) .......................................................................... 15 房地產(chǎn)業(yè)的品牌價值 .......................................................................... 16 第四章 特殊的標準化 —— 房地產(chǎn)業(yè)品牌策略模式分析 ................................................... 17 品牌策略和品牌策略模式圖 .......................................................................... 17 品牌策略的概念和種類 ....................................................................... 17 品牌策略模式圖 ................................................................................. 18 房地產(chǎn)業(yè)的品牌策略 ..................................................................................... 19 地產(chǎn)品牌策略革命 .............................................................................. 19 房地產(chǎn)業(yè)品牌策略模式圖 ................................................................... 22 第五章 房 地產(chǎn)行業(yè)的理性選擇 — 小結(jié)：品牌地產(chǎn)事在必行 ............................................ 24 注釋 ............................................................................................................................... 25 參考文獻 ........................................................................................................................ 25 后記 ..................................................................................................... 錯誤 !未定義書簽。 由于房地產(chǎn) 業(yè)比較特殊， 開發(fā)涉及市場定位、土地開發(fā)、規(guī)劃設計、工程實施、市場營銷等多個環(huán)節(jié)， 品牌的建立比較困難， 企業(yè)必須在項目開發(fā)的每一 個 階段 都把 品牌 融合進去 ， 良好的品牌策略是對于整個開發(fā)項目的促進和提升 。 Abstract Along with the continuously develop of the our country economy,the quality of life of the people got the obvious exaltation,the real estate also gradually bee the mainstay of the national has gotten development,customer ripens gradually,Brand also more and more appear in the industry of real estate,at the same time, Brand has also bee the one of important factor of the product of consumer preference. Because the real estate industry is more special, involving the Positioning,Predial Exploitation,Programming,Engineering,Marketing,So the establishment of the brand is more difficult, the business enterprise has to develop in the item of each stages go in the brand fusion, the brand strategy can have already promote for the whole item with the function of the increase. This text goes deep into the brand and the brand strategy of 3 this special the time of enumerating the other industry success brand and brand strategy. Consult the successful international case example and brand mode And try to trace out the brand strategy mode of this special ,putting forward the real estate industry has to enter the brand for ages of standpoint. 關鍵詞 房地產(chǎn) ，品牌，品牌組合，品牌策略模式圖，房地產(chǎn)品牌策略 Key words Property， Brand， Brand Portfolio， Brand Strategy， Property Brand Property 4 引言 一個好的產(chǎn)品，如果沒有好的包裝，沒有好的品牌，那么再堅實的后盾，也只會功虧一簣；一個好的企業(yè)，如果沒有好的品牌，是很難打出一片營銷的天地，更不用談說席卷同行，所以，要想企業(yè)的成長與成功，就必須有好的品牌。這是因為：品牌的差別優(yōu)勢，降低了來自替代品的巨大壓力；口牌的聲譽溢出效應，能夠使企業(yè)獲得在 “ 供應鏈 ” 或 “ 銷售鏈 ” 中的主動優(yōu)勢，減弱來自供應商