房地产企业品牌竞争力的构建与提升

品牌竞争力是指企业的品牌拥有区别或领先于其他竞争对手的独特能力,塑造品牌已成为房地产企业在激烈的市场竞争中谋求长期发展和长远利益的经营战略.本文通过分析房地产市场及房地产产品的独特经济特征,探讨了房地产企业品牌竞争力的构建,并对房地产企业品牌竞争力的提升途径给出建议.

How to Build and Strengthen Brand Competence of Real Estate Enterprises

Brand competence aims the core competition one enterprise owns to distinguish with other competitors. Brand equity improvement has been more and more important for the enterprise to seek the long-term development and benefits. This paper takes a far more perspective on building brand competence in real estate enterprises, by discussing the own economics characters in property market and property products, shows some approach to increase and strengthen it.