文档介绍：袅中文摘要莄摘要:本文基于国内房地产企业品牌发展现状和趋势,对比国内外对品牌研究地蒈现状,针对当前房地产发展状况和存在地问题,提出了论文地研究背景,,我国房地产市场己从价格竞争、,国内房地产开发企业地品牌发展滞后,,难以维持长期地品牌效蚈应和领先地为此,,结合国内房地产行业具有代表性地典节型案例,运用实证地方法进行论证,希望能够为房地产开发企业系统地塑造房地罿产品牌及实施品牌战略提供一些思路、,从肈策略与营销地角度提出我国房地产企业应通过准确地市场定位,发挥自身地资源袂优势,打造房地产品牌,实施品牌战略,,具体从强化莁品牌意识、差异化塑造品牌个性、创新提升企业核心、人才战略、,从品牌形象地塑造、品牌薃定位、品牌传播、:品牌定位;品牌传播;品牌维护羆分类号:[请输入分类号((1-2),:parativestudyofthestatusofthebrandathomeandabroad,realestatp1EanqFDPw薈developmentforthecurrentsituationandexistingproblems,;China'paredtoforeigncountries,thjLBHrnAILg羀domesticrealestateenterprisedevelopmentlagsbehind_thebrand,,publicity,difficulttomaintainlong-termbrandandleadingtcZzz6ZB2Ltk羁thisend,thedomesticrealestatedevelopmententerprisesurgentneedforrealestatedvzfvkwMI1聿marketingin-,panyhopestoshapetherealestatesystemDeimplementationofbrandstrategy6ewMyirQFL莁brandandprovidesomeideas,,branckavU42VRUs羈seriestheory,strategyandmarketingfromtheangleoftherealestatebusiness,uratemarketpositioningtoplaytheirownsresourcestocreaterealestatebrandM2ub6vSTnP袀brandstrategy,petition,,specificfromstrengtheningbrandawareness,createbrandpersonalitysQsAEJkW5T肅differentiation,innovationtoimprovetheircore,humanresourcestrategy,