本报告通过对房地产行业品牌现状与问题的研究，得到房地产企业品牌建设的途径。
The report brings forward the ways that the real estate business build the brand through the study of status and problem of the real estate industry.
因此，对于房地产企业品牌扩张战略的规律研究也必定是中国房地产企业扩张的现时之需。
So, to the law research of brand expanding strategy of the real estate enterprises must be the current demand that Chinese real estate enterprises expand.
正是从这一点出发，本文结合房地产企业运作的一些特殊性，构建了一个房地产企业品牌经营战略体系。
Exactly proceed from this, the text combines some particularity of enterprise's operation of the real estate, plan to construct enterprise's brand management strategy system of a real estate.
如果认为在房地产企业品牌扩张上存在着一般的规律，那么中国的房地产企业实施品牌扩张则必须遵循这样的一般规律。
If there are general laws about brand expanding of the real estate enterprise, Chinese real estate enterprises that implement brand expanding must follow such a universal law.
本文将品牌运营与房地产市场营销有机的融合在一起，结合案例对房地产企业品牌营销和房地产项目品牌营销的实施过程进行了详细的论述。
By linking brand operation with real estate marketing, combining case analysis, this paper aims to discuss brand marketing of real estate enterprise and project.
正是在这种背景之下，本文提出了中小房地产企业品牌营销战略，从理论上回答了中小房地产企业是否有必要和如何进行项目品牌营销问题，又具有应用参考价值。
This paper not only replies that small and medium sized real estate enterprises why and how to carry out project brand marketing strategy, and also has application consulting value.
因此，房地产开发企业，销售企业培育品牌的动力不足。
Therefore, the real estate development enterprises, sales enterprise to cultivate brand insufficient motivation.
因此，房地产开发企业，销售企业的注册商标，培育品牌足够的动力。
Therefore, the real estate development enterprises, sales enterprise registered trademarks, and to cultivate brand enough momentum.
因此，房地产开发企业，销售企业的注册商标，培育品牌的动力不足。
Therefore, the real estate development enterprises, sales enterprise registered trademarks, and to cultivate brand insufficient motivation.
房地产企业市场定位策略包括产品定位策略、品牌定位策略和企业战略定位策略。
The market positioning strategy of real estate include product positioning strategy, brand positioning strategy and the enterprise strategy.
在目前市场竞争格局下，房地产企业必须在战略高度上做好品牌运营才能立于不败之地。
In the current market competition, the real estate company must do well on the brand in the strategic operation and can be invincible.
顺应市场和行业的发展趋势，房地产企业之间的竞争从产品力层面上升到品牌力层面，将成为必然。
Complying with the development trend of the market and trade, the competition between real estate enterprises rises to the brand strength aspect from the products strength aspect, become inevitable.
随着中国经济的迅猛发展和人民生活品质的提升，一个企业的品牌价值对房地产市场的作用日益显现。
With the rapid economic development and great improvement in people's lives in China, the effect of brands to real estate market has gradually come into vision.
而打造诚信、突出特色的营销策划和适时的宣传是房地产企业在市场上进行品牌运营的三个重要方面。
And there are three important respects which real estate enterprises carry on that run on the market to make sincerity, stress characteristic marketing plan and timely propaganda.
一个享有盛誉的品牌是房地产企业最宝贵的资产，也是房地产企业取之不尽用之不竭的财富源泉。
A prestigious brand is the most precious asset, as well as an unlimited source of fortune for a real estate company.
同时，本文对知名房地产企业的案例进行分析，得出若干种品牌培育模式。
At the same time, this report also brings forward a number of brand development models through analysis of some well-known real estate companies.
当前，房地产企业间的竞争已进入品牌竞争阶段。
The competition among real estate enterprises have come into the competing stage of brand product at present in China.
房地产企业普遍缺乏连贯性的品牌策略，未建立起有效的品牌管理架构。
Real estate business enterprises widely lack connected brand strategy and do not establish the structure of valid brand management.
企业品牌与项目品牌是房地产品牌的主要塑造方面，企业品牌为项目品牌增加了较高的产品附加值及知名度，项目品牌完善丰富了企业品牌。
The main aspect of real estate brand includes enterprise brand and project brand. Enterprise brand will increase project well-know and affixation value. Project brand will enrich enterprise brand.
第三部分主要分析了房地产开发企业品牌建设的现状以及在品牌建设过程中存在的主要问题，并对房地产品牌经营滞后的原因做了进一步的阐述。
The third part is to list the major problems in building up brands and the current situations of brand building then tries to analyze the underlying causes.
形成现代房地产企业核心竞争力的因素有人才、品牌、土地等，但其制胜点是适应市场竞争的核心能力。
The elements of forming core competitiveness in modern real estate are talent, brand, land and so on.
最后，本文以新疆广汇房地产公司为例，结合企业的实际，提出了实现品牌经营的具体模式和策略。
Finally, the thesis USES Xinjiang Guanghui Real Estate company as an example, and presents the strategies and operation model based on the company's situation.
目前我国房地产企业对品牌创建的认识不够，房地产的品牌状况不容乐观。
At present, understanding that the brand is established of real estate enterprise of our country is not enough, the brand state of the real estate allow of no optimist.
借助牛牌的品牌优势、管理优势、人才优势，进入汽车零部件、房地产等行业，逐步向多元化企业进军。
With the advantages in brand name, management and talented people, we will access the auto part sector, real estate sector and other sectors so as to diversify our products.
对于房地产行业，企业间的竞争也已从最初的区位、价格竞争转向品牌的竞争。
To real estate industry, the competition among real estate enterprises have come into the brand competing from the first locality and price competing.
同时，结合国内著名的房地产开发企业合生创展集团的品牌构建策略进行实证分析，具有重要的理论价值和应用价值。
Meanwhile, the paper analyzes the Hopson's cases of brand establishing strategy, which is valuable both in theory and in practice.
越来越多的房地产企业日益重视品牌的规划和建设，注重品牌延伸，将品牌经营管理提升到企业战略高度。
More and more real estate enterprises pay more attention to brand planning, brand building and brand extension, and manage brand in a strategic way.
在如此激烈的竞争环境下，中小房地产住宅开发企业要想生存，就必须做强、做大，树立企业自身的品牌。
In the environment of intense competition, the medium and small real estate development corporation have to establish its own brand to survive.
第三章：通过对房地产企业的价值链及房地产品牌对买方价值、竞争优势的影响进行分析，说明房地产品牌营销的重要性。
Chapter 3: Through the analysis of real estate value chain, the influence of real estate brand to purchaser value and competitive advantage, illuminate the importance of real estate brand marketing.
第三章：通过对房地产企业的价值链及房地产品牌对买方价值、竞争优势的影响进行分析，说明房地产品牌营销的重要性。
Chapter 3: Through the analysis of real estate value chain, the influence of real estate brand to purchaser value and competitive advantage, illuminate the importance of real estate brand marketing.
应用推荐