Abstract:With the increasingly intense competition in the real estate industry,real estate market management is standard,confronting the double pressure of market and policy;to be successful and sustainable,real estate enterprise must take the brand strategies.But now most of the real estate enterprises have the problems of orientation,management and mantenance in the brand construction.These problems are related to the national macroeconomic policy.The effective path of real estate enterprise brand construction should be planning,positioning,programming,constructing,marketing,managing and expanding.
刘湖北. 论房地产企业品牌建设的误区及其路径选择[J]. 南昌大学学报(人文社会科学版), 2012, 43(03): 120-124.
liu hubei. The Effective Path of Construction in Real Estate Enterprise Brand. , 2012, 43(03): 120-124.