公司品牌建设研究-以北京链家房地产公司为例（工商管理）.docxVIP

第 第 PAGE 13 页 共 20页 摘要 近三十年来，我国的经济有了快速的发展，很大程度上推动了房地产行业的发展，并且房地产行业在推动区域经济发展的过程当中有着很重要的地位。但是，在我国经济发展的过程当中，依然存在着很多结构转型、市场供需关系以及新技术等方面的风险，很大程度上限制了房地产行业的发展，所以越来越多的房地产公司加大了对品牌建设的重视程度。因此，在房地产行业的竞争当中，品牌占领着很重要的地位。但是就目前来看，有很大一部分的房地产企业还没有树立起自己的品牌形象，在产品同质化以及成熟化的今天，要想促进房地产企业的发展，必须要加快品牌形象的建设。 本篇文章针对链家房地产企业如何树立品牌形象来增加企业的竞争优势进行了分析，房地产企业能否在竞争当中建立差异化、个性化的品牌决定了企业能否实现发展目标。另外，政府加大了对房地产市场的调控力度以及降低了市场需求，更加突出了品牌建设的重要性。本篇文章分析了北京链家房地产公司的品牌建设的重要性，对增加市场份额，提高竞争压力有很大的借鉴意义。 关键词：房地产；品牌建设；链家 Abstract In the course of Chinas economic development, there are still many risks, such as structural transformation, the relationship between supply and demand of the market, and new technologies, which greatly limit the development of the real estate industry. So more and more real estate companies have increased the importance of brand building. Therefore, in the real estate industry competition, the brand occupies a very important position. But for the time being, there is a large portion of the premises. Production enterprises have not set up their own brand image. In order to promote the development of real estate enterprises, it is necessary to speed up the construction of brand image when the products are homogenized and mature. This article analyzes how to establish the brand image of Lianjia real estate enterprise to increase the competitive advantage of the enterprise. Whether the real estate enterprise can establish differentiation in the competition and the individual brand determines whether the enterprise can achieve the development goal or not. In addition, the government has increased the regulation and control of the real estate market and reduced the market demand, more prominent the importance of brand building. This article analyzes the importance of the brand construction of Beijing Lianjia Real Estate Company, which has great reference significance to increase the market share and improve the competitive pressure. Key words: real estate; brand; construction; Lianjia 目录TOC \o 1-2 \u