房地产的品牌行销策略.docx

谈房地产的品牌行销传播策略Talk about real estate brand marketing communication strategy目前，品牌行销传播的思路在房地产界兴起，对于品牌行销，业界流行着两种截然相反的观点善达上海活动策划公司 present, brand marketing idea in the real estate industry is arisen, to marketing, the popular two diametrically opposite views.一种观点是认为房地产已经进入到品牌营销时代，认为只要通过宣传树立一个良好的开发商的品牌形象，就能从根本上促进消费者对产品的认同和接受，他们引以为证的例子是“万科” 于是，许多开发商热衷于在媒体上暴光吵做，频频作秀，似乎这样就能确立起一个强势的品牌One view is that real estate has entered the era of brand marketing, as long as that propagate through the set a good brand image of the developers, can fundamentally promote consumers on product recognition and acceptance, they cited that permit example is" vanke". So, many developers keen in the media exposure shouting, frequently show, seems so that we can establish a strong brand.但是，消费者对于一个地产项目，除了少数豪奢者一掷千金的炫耀外，更多的是要对房子精挑细选，要仔细思量动辄几十万、上百万的投入是否物有所值。

人们在买一罐可乐时，绝不会怀疑这一罐的配料是否有问题但是，在买房时，他们会仔细考虑到方方面面原因很简单，房子永远不会是大批量生产的标准化商品房子建在特定的地块上，每一个地块都有其独特的方位特点、自然和人文环境，每一个项目也都有其特有的建筑、配套、服务等差异房子是市场上最为复杂的消费品，任何一个开发商的品牌，都不能让购买者放弃对项目本身的判断前面谈到的“万科”品牌，也是依靠它的一个个深入人心的项目品牌支撑起来的所以，持这种观点的人，是混淆了开发商企业品牌和项目品牌之间的关系However, consumers for a real estate projects, except for a few luxury who gamble at high stakes off outside, more is to be on the house carefully selected to think carefully, often hundreds of thousands, millions of investment is worth. When people buy a can of coke, never doubt that whether there is a problem with the batching tank. However, to buy a house, they will carefully consider all aspects of. The reason is very simple, the house was never mass-produced standardized commodities. The house built in the particular block, each block has its unique characteristics, the range of the natural and human environment, every project has its own building, supporting, service and other differences. The house is on the market the most sophisticated consumer goods, any one of the developers of the brand, can let the buyer to give up on the project itself judgment. Said before" spent" brand, but also rely on its one win support among the people of project brand support. So, people who hold this view, is confused developers enterprise brand and brand relationship.另有一种观点，认为房地产是一种特殊的商品，不适合采用于品牌营销的方式。

其理由为，房地产是短线商品，一般来说，房地产项目的周期较短，销售时期短，少则一两年，多则三五年，房子卖完也就结束了，不需要重复购买、长期消费，不需要建立长期的品牌忠诚度，因此实施品牌行销是多余和浪费Another point of view, thinks that the real estate is a special commodity, not suitable for use in the brand marketing of. Its reason is, real estate is short-term commodity, in general, of the real estate project cycle is short, short sales period, little criterion a year, more than three five years, the house sold also ended, does not need to repeat purchase, long-term consumption, does not need to establish long-term brand loyalty, therefore the implementation of brand marketing is redundant and waste.这种观点，实际上是对品牌行销的一种片面的理解。

This point of view, is actually on the brand marketing of a kind of one-sided understanding.因此，我们看到很多房地产项目在传播过程中，常常出现这样一些现象：行销传播缺乏有机的整合，项目形象前后不统一，卖点宣传散乱，不能形成核心诉求，项目的广告宣传与销售行为脱节，各种行销及传播活动不能传达统一的主题，无法形成有效的累积效应；缺乏人文沟通力，单纯的宣传所谓的卖点而忽视了利益，争相从产品自身角度做单向推广，很少站在消费者的立场上做内在的沟通……这都是不重视品牌行销策略的结果Therefore, we see a lot of real estate in the process of communication, often appear such phenomenon: Marketing Communication lack of organic integration, the image of the project are not unified around selling publicity, scattered, cannot form the core requirement, project of advertising and marketing behavior and festival, a variety of marketing and communications activities cannot convey the unifying theme, cannot form the effective cumulative effect; the lack of human communication, pure propaganda called selling points and ignored the interests, from product itself to angle the one-way promotion, rarely stand in the consumer's position on do internal communication ... ... This is not the importance of brand marketing strategy results.那么，品牌行销的内涵到底是什么呢？房地产项目行销是否适合于品牌行销传播？品牌行销传播在地产行销中应该如何运用？Then, what is the connotation of brand marketing? Real estate marketing for brand marketing communication? Brand marketing communication in the real estate marketing should be how to use?要搞清楚这些问题，首先需要搞清楚——To understand these problems, first of all need to understand --做品牌与做产品的不同Brand and product different1、品牌与产品的本质区别In 1, the essential difference between brand and product产品与品牌的本质区别，现代品牌策略大师史蒂芬•金做了精确的概括：“产品是工厂所生产的东西；品牌是消费者所要购买的东西。

”具体地说，产品是具体的，是物理属性的组合，具有某种特定的功能，以满足消费者的使用需求如车可以代步，房子可以居住等等与产品相比，品牌是抽象的，是消费者对产品一切感受的总和它贯注了消费者的情绪、认知、态度及行为，例如，产品是否有个性，是否足以信赖，是否产生满意度与价值感，是否代表某种特殊意义或情感寄托等Product and the brand essence, modern brand strategy guru Stephen gold made accurate summary:" the product is the thing that the factory produces; consumer brand is what you want to buy." Specifically, the product is specific, is a combination of physical properties, has a specific function, in order to meet the needs of consumers. If the car instead of walk, house can be lived in. Compared with the product, the brand is abstract, is the sum of all the fee。