我国物业管理企业品牌创建的内容和策略  

Contents and Strategies of Brand Establishment about Chinese Property Management Enterprises

作　　者：陈炳辉[1] 安玉发[1] 王寒笑[1] 

机构地区：[1]中国农业大学经济管理学院,北京100083

出　　处：《建筑管理现代化》2005年第4期9-12,共4页Construction Management Modernization

基　　金：国家科技攻关计划重大项目<小城镇现代服务业技术研究与开发>(2003BA808A14)

摘　　要：企业树立品牌形象,是在市场竞争中维持生存和谋求发展的必由之路。我国物业管理行业已进入了品牌竞争时代,品牌制胜已成为人们的共识。物业管理品牌具有其独特的内涵,现阶段加强我国物业管理企业品牌的创建是非常必要的。物业管理企业品牌创建的内容包括品牌知名度、品牌形象和品牌竞争力等。企业应当通过加强规范建设、树立以人为本的观念、提升企业文化内涵等来实现这一目标。Establishing brand image is the only road for enterprises to survive and develop in market competition. Chinese property management industry has entered the age of brand competition. Getting the upper hand through brand has become people＇s common view. Property management brand has its unique connotation. It is necessary for property management enterprises to strengthen their brand establishment. The contents include brand popularity, brand image and brand competition power. Enterprises should reinforce standardized construction and build idea of people oriented.

关 键 词：物业管理 企业品牌 品牌知名度 品牌形象 品牌创建 创建策略 

分 类 号：F293.33[经济管理—国民经济]