理性时代的房地产品牌营销  

THE REAL ESTATE BRAND MARKETING OF RATIONAL AGES

作　　者：王君[1] 张新华[1] 

机构地区：[1]武汉科技学院社科系,湖北武汉430074

出　　处：《湖北广播电视大学学报》2005年第3期76-78,共3页Journal of Hubei Radio & Television University

摘　　要：本文从房地产营销的现状着手,通过对品牌营销的正确认识,得出理性时代的房地产品牌营销是房地产广告的必然选择的认识。进而从品牌定位、创意表现、媒介整合三个方面阐述了现有房地产品牌营销战略,综合论证房地产品牌营销正进入一个理性时代。The real estate is entering the rational ages of brand marketing. Brand marketing is an inevitable choice of real estate advertisings. Many housing benefit from the brand marketing to a large ex- . tent. Brand marketing is the high class stage of marketing. Successful real estate brand marketing should included three aspects: the fixed brand position, the creativity performance, the medium integrativity.

关 键 词：房地产广告 品牌 品牌营销 

分 类 号：F293.35[经济管理—国民经济]