文档介绍：S目曲00乙:黑目報场麦竝具:囚由丑场曲具刍呈场鼻聃冒:亦京:釧摩音哥瀏王:韦 煮牡扭魁蛍黑昼制普睾關冒萃安亦右摘要我国房地产业经过二十多年特别是近几年的迅速发展,已成为启动内需的消费热点和国民经济新的增长点,成为国民经济的重要产业。然而经过这么多年的发展,房地产市场的竞争越来越激烈,已从质量竞争,价格竞争阶段过渡到了品牌竞争阶段。品牌竞争已成为企业占领市场,提高利润率的重要手段。相应的房地产企的营销手段也从单一的价格营销,人员促销,广告营销等传统的方式转变到实施品牌营销的综合营销阶段。也只有这样才能増加房地产商品的无形价值,提高企业资金的冋报率,并争取在与资本市场的结合中赢得优势。本文首先从品牌的概念出发,论述了品牌营销的含义、特点以及在现阶段实施品牌营销的重耍意义。然后通过研究我国房地产市场现状,行业现状,企业£1身现状发现:我国虽然有很多的房地产开发金业,但在规模上、实力上与国外房地产企业存在很大的差距,特别是在创造品牌,实施品牌营销战略方而更是如此。因此如何创建品牌,,实施房地产品牌营销的所遵循的策略,以及如何保持品牌,提升晶牌,并对实施品牌战略屮容易出现的错误认识进行了阐述。最后用一个具体的案例一北京天鸿集团如何在激烈的房地产竞争中创建自己的品牌,实施品牌战略,并依靠品牌战略走上发展壮大之路一阐述了房地产企业的品牌之路。关键词:品牌营销;房地产;竞争;rdemandnadnewineerasingPointofoureeonomyofrquiekdeveloPmentoftwentyyearSoHowever,heteomPetitionoferalestaetmarkethasbeenshaprernadshaE卩er,PetitionofqualiytandPrieeoteomPetitionofbrnadoBrandeomPetitionhasbeenhteimPortnatwayofhtefinnsineerasingmarkeroeePuyraetnadProfitaretoAthtesan比etime,themarketingwyaoferalestaetfimrshavertnasofmredbmadmarketingorfmpricemarketing,PesronmLLIeting,devertisementm出teting,nadsoonohiacft,onlybrnadmarketingeanincerasefinnsintangiblevalueandepaiatireturnraet,nadobatinadvantagesorfmeonneetingwihtePaitalmarketoT-tedissertationhasdiseussedhteeonnoattionofbmadmarketingontheofundationofbrandeoncePtino,whieldiseussedtheeharacteristieoferalestatebnardmarketingnadhteimPoartnt51妬Bfienacewhich几mse别叮youthtebmadmarketingoThenaeeordingPersenteonditionsoferalesatteinudsyrtinoureounyrt,includingp以arket,indus妙阴dfirms:htewrierteoncludeshtatalhtouhghteeraer丿J丿Lanyeralestateuf妞s,hetyaerlesshtnaoveresasfli饥sinseaeinadacutalsrtenhgt,es侧戈iallyinsomeerspectsuschaseeratingbrnad,e毗ylnguotb珑mdmakretingstartegy□m出tentigeonditionsoferalestateuf扭sinoureounrty,htedissertationhasPutofwrardhetsrtategyhowotimPlmeentbrandmarketingstrategy,howtoh沈PbrandnadPromoetbrand,htnehtedissertatlonexPOundsheteorrrswhiehaPpearseasilyduringe别町ylngouthetbrandmaltentigsrtategyoFinally,hetdissertationexPuondshteeralesatetfin叽howotusehteocmPlementthebmads