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1、如何有效进行房地产企业品牌塑造（Howtoeffectivelyshapethebrandofrealestateenterprises）Thereissuchaninterestingphenomenon,whenyouinGuangzhou,Shenzhen,ShanghaiorBeijingStreetcasuallystopanordinaryconsumer,askhimtoknowandunderstandwhatappliancebrand?Hewilltellyouwithouthesitation,Konka,Changhong,
2、TCL,theUnitedStatesandotherbrands.Butwhenyouaskhimwhattherealestatebrand,aftersomeconsideration,GuangzhouconsumerswilltellyouHopson,PearlRiverInvestment,R&F,ShenzhenHengda;consumerswilltellyouVanke,ChinaMerchants,andtheoverseasChinesetown;Shanghaiconsumerswilltellyou,theland,g
3、reenspaceandShimaoCOSCOBeijing,theconsumerwilltellyoutheHuayuanland,WanTong,sunshine100,modernSOHO.Whyonthehouseholdelectricalappliancebrand,Guangzhou,Shenzhen,ShanghaiandBeijingfourplacesconsumerscanshowamazingconsistency,andontherealestatebrand,fourplacesthereissuchabigdiffe
4、rence?Similarly,onceaskedawell-knownrealestatebusinessmister,inhismind,thecurrentrealestateindustrythereisnobrandtodoabetterbusiness?Whataretherealnationalrealestatebrands?Hethoughtforawhile,saidthatatpresentitcanberegardedasanationalrealestatebrand,andthebrandcandobusinessiso
5、nlyVanke,butalsorelativelyreluctantly.Comparedwiththeapplianceindustry,whyistherealestateindustrylackofnationalwell-knownbrands?Abouthowtoshapetheirownbrandofhouseholdelectricalapplianceenterprises,theindustrynowhasasoundtheoreticalsystemandmorematuremethodsforreference.Butfor
6、realestateenterprises,howtoeffectivelyshapetheirownbrands?Atpresent,itseemsthatthediscussionisnotverysufficient,boththeoreticalandpracticalcircleshavenorelativelysystematicandmaturetheoriesandmethods.Althoughthebrandofrealestateenterprisescandrawontheexperienceoftheappliancein
7、dustry,butbecauseoftheparticularityoftherealestateindustry,therearestillmanydifferentplacesintermsofbrandshaping.Below,theauthorwillstartfromtherealestateindustryparticularityofbrandbuilding,onarealestateenterpriseintheprocessofbuildingabrandshouldfocusonwhataspects.First,some
8、particularitiesofbrandshapingintherealestateindustry(a)atthis
