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1、浅析住宅地产商的品牌经营（Analysis of brand management of residential real estate developers）In recent years, the major small and medium-sized cities in the real estate investment boom, in the real search and understanding of new consumer lifestyles, the development of a group of well-known brands far brown prod
2、ucts. Aoyuanjituan development of Olympic Garden with a distinctive brand positioning its originality - twenty-first Century healthy life by Olympic Garden, its brand slogan campaign on the home front the spirit of sports to carry out in the end, high-income white-collar managers and people in Guang
3、zhou attracted most of the market in subhealth. The first launch of the 288 sets of garden villa, created a sold out within one day of the remarkable performance. Similarly, the domestic real estate tycoon Vanke is based on its consistent service concept and excellent brand image, sweeping the local
4、 market, which are inseparable from its brand culture strategy.To this end, I would like a few aspects of the real estate industry brand management for a brief discussion and analysis.First, the misunderstanding of project brand and project conceptProject brand marketing strategy must be a system of
5、 scientific system with the brand as the core, and then there are plans to launch a series of marketing activities, making the project the core value of the brand appeal to target consumers fully inside, so that consumers feel deep experience to the project expected commitment. Vanke Group is in the
6、 ten years of real estate development and management in construction project has always attached great importance to the brand, and be good at summing up the project brand operation experience, put forward the idea of building infinite life as the core of the brand value of the real estate, so as to
7、 create a national implementation of thinking as the core , a series of scientific system localization the national chain of real estate brand strategy. The core value is not Vanke clap for, but after the local area, and then summarizes the differences compared with market analysis and consumers aro
8、und the life custom, and combined with its decades of Vanke Real estate development business experience and enterprise development strategy for the future and summed up.The project concept is just wishful thinking to real estate developers crown a very elegant, fashion, high-grade or classical name,
9、 in the actual trader, the wind horse cow concept planning, project facilities and the case of the proposed phase and not, or just a touch ball. In advertising, publicity is the concept of any Chaozuo behavior not much significance, is the lack of factual basis, and no scientific system of marketing
10、 strategy system for support. Like some of the local real estate developers usually think to find a easy Chaozuo concept, this concept is taken to attract the attention of consumers of the case, it can not only induce consumer awareness, but also help the developers of a series of real estate specul
11、ation activities to promote the occurrence of consumer purchase behavior. But this is not the developer can expect the opening pre copy copy, put up a pageantry, area, apartment layout future appreciation potential, copy price, at first can accumulate popularity, attract consumers to come to consult
12、, but this mode of operation is also True gold does not fear fire, the actual operation is in the success of the project developers copy, but learn the moves one or two and without strength. In the end, the people who came here saw more people and sold very few people. At this time, developers will
13、play variant, change form to copy, and finally do not know what kind of living style and space can be brought to consumers. Purely for the pursuit of sales performance without any scientific marketing plan system, is not recognized by consumers. Moreover, consumers are very concerned about the brand
14、 strength and scale of developers, but many developers have ignored this point.Consumers are very rational and prudent in real estate investment value of the larger, with the development of the national economy and the improvement of living standards, consumers have been far not satisfied with excel
15、lent apartment layout space, lighting, etc. These are the quality of the project, as is a good objective premise, more needs of consumers is a kind of brand-new personalized way of life, a kind of spiritual culture, the concept of communication and experience, and this demand is not empty it needs l
16、ong-term culture system speak generally, specification and construction, need support for its overall marketing strategy system, consumers can truly feel and experience the brand project culture and interests.Two, the enterprise development concept and project positioning fitWhen some real estate developers to a certain stage of development and scale, and complete the primitive accumulation of capital, the enterprise should jump out of the fault (each e
