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1、地产品牌运营七大误区（Seven misunderstandings of real estate brand operation）One of the mistakes: to do real estate brand is to do real estate boutiqueNowadays, the so-called product ism is prevailing in the real estate industry. In fact, the real estate products and the real estate brand are two different con
2、cepts, both of which are different and related.1., the real estate brand is the sum of consumers feelings of real estate products. Essentially it is an abstract and intangible concept, which exists in the minds of consumers; and the real estate products is the real existence in reality, including co
3、nstruction, municipal, environmental, facilities and other factors, it is concrete and visible.2. real estate brands are higher than real estate products. The connotation of real estate brand determines the nature and content of real estate products. Different real estate brands enable people to rec
4、ognize the basic characteristics of the real estate products that they demarcate are different from the quality, characteristics and design of other real estate brand products. Without a brand of real estate products, once a planned implanted real estate brand, which will completely change the origi
5、nal real estate products. Therefore, the intangible real estate brand is the life and soul of the real estate products, the brand determines the products personality, personality, temperament, demeanor and so on.3. real estate brands take the real estate products as the carrier. Real estate products
6、 do not necessarily have a brand, but each brand must have real estate development products. The real estate product is the foundation of the real estate brand. Without good real estate products, the real estate brand which is used to identify the source and personality of the real estate products w
7、ill not survive. A real estate product can only be trusted, recognized and accepted by consumers, and can build strong and close relationship with consumers, so that the brand can survive on the estate for a long time.4., do real estate brand and do real estate boutique are two different rules of th
8、e game. Real estate brand is based on the customer management system is a set of cognitive method on the basis of open center, the starting point of the game is the consumers mind, the ultimate aim is to create a strong real estate brand in the minds of consumers. Real estate boutique is a system of
9、 convergent methods are based on the total quality management as the center of the starting point of the game is the developer of the development of real estate products, its aim is to create a boutique real estate. Shaping the strong real estate brand, including shaping the real estate boutique bas
10、ic work.Two mistakes: real estate brands without rapid developmentMany people believe that the real estate brand is not overnight, the brand is a long-term process of cultivation, must abandon and sacrifice the real estate short-term sales and benefits, make good preparations for protracted war. Thi
11、s is an attempt to do so many real estate developers brand name, so that most developers have so far remained outside the real estate brand operating gate.After years of theoretical study and practical summary that: real estate brand operation is not only the developer for the survival and developme
12、nt of high-level long-range strategy, while the developer is rapidly increasing sales in the short term, promptly raise the value of leading products marketing.The successful operation of real estate brands such as modern city, sunshine 100, Wanquan new home, Olympic Garden, Biguiyuan and so on prov
13、ed that the real estate brand can be speeded up!The rapid operation of real estate brands must grasp the following steps:1. accurate positioningWhen the real estate brand enters the market, it is necessary to make the four orientation of the brand market orientation, brand concept, brand product and
14、 brand opportunity.2. step in placeThe real estate brand operation not piecemeal rolling development.One step in place refers to the larger scale, higher level and higher starting point of the developers scale, total investment and input elements, such as manpower, capital, etc., to achieve competit
15、ive advantages. How big is this? How high is the level? According to the size of the project itself, market demand, competitor level and potential competitors dynamic situation and the developers subjective goal to determine.3. is better than nothingIn determining the specific amount of input, due t
16、o the incomplete information, it is difficult to find a good, not too many and many appropriate boundaries. Therefore, when the output effect is difficult to control accurately, the decisive input factors and inputs that affect the success may take the principle of better than nothing.4., build ahead of time advantageThe implementation of brand strategy of the real estate crash, means that develope
