摘 要品牌对于企业有重要的意义，企业的市场竞争力和长远发展的都与品牌的建设息息相关，尤其在房地产行业对品牌的管理更为重要。目前，随着行业的发展趋势和消费者的消费理念转变，越来越多的房地产企业在发展道路上意识到品牌营销对于企业发展的重要意义，建立完整的品牌营销理念，但是在品牌建设初期仍存在一些问题，与传统营销模式没有完全的区分开，缺乏完整的品牌营销管理架构。相比于传统的营销模式，品牌营销策略不仅仅体现在把产品销售出去，而是在众多的竞争者中把企业实力突显出来，提高销售效率的同时在行业中形成竞争实力，占据市场份额，获得高溢价和高市场占有率。本文从当前的品牌与品牌营销概况探索，分析国内外的研究动态，初步了解研究形式，采用文献研究分析、营销案列分析和探索性研究等研究方法为本提供理论依据，对当代置业的营销环境进行分析为制定营销策略提供基础，对企业现状充分了解，找出在品牌营销的道路上存在的问题，最后针对于本企业营销现状和发展战略提出品牌营销策略的优化，以优化原则为基础实现企业优化目标。关键词：房地产品牌 ； 品牌营销 ； 品牌优化 ； AbstractBrand is of great significance to enterprises. Their market competitiveness and long-term development are closely related to brand construction, especially in the real estate industry, brand management is more important. At present, with the development of the industry trend and consumer consumption idea change, more and more real estate enterprises in the development of the road to realize the importance of brand marketing for enterprise development, establish a complete brand marketing concept, but there are still some problems at the beginning of brand construction, and the traditional marketing pattern has not completely separate, the complete lack of brand marketing management structure. Compared to the traditional marketing mode, brand marketing strategy not only reflected in the product sales out, but in numerous competitors is highlighted the enterprise strength, improve the efficiency of sales at t...
