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《房地产品牌形象和企业文化（real estate brand image and enterprise culture）》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、房地产品牌形象和企业文化（Realestatebrandimageandenterpriseculture）First,brandandfamousbrandBrand,asthenamesuggests,isthesignofgoods,theembodimentofcorporateimageandreputation.Famousbrandisfamousbrand.AccordingtotheChengdudeclarationoftheprotectionorganizationofwell-knowntrademarkin1994Novembe
2、r,thereareatleast1famousbrands:(1)registeredtrademarksandtradenames;(2)productqualityandservicequalityareguaranteed;(3)familiarwiththemajorityofconsumers;(4)haveextraordinarymarketshare;(5)havingextraordinarypropertyrightvalue;(6)theobjectivebasisofthepublicaffirmativetendencyorth
3、eformalidentificationoftheauthority.Two,thecommercialvalueoffamousbrand:Famousbrandisthebiggestcapitalforthedevelopmentofanenterprise.Itislikeasavingsaccount.Aslongastheproductqualityandreputationarecontinuouslyimproved,itshighinterestcanbeenjoyed.(1)famousbrandshavebroadsalesmark
4、et,andhavestrongmarketdevelopmentabilityandcompetitiveness.(two)famousbrandwithhighaddedvalueandstrongprofitability.(three)famousbrandisthepotentialdrivingforceforsustainabledevelopmentofenterprises.Three,thecurrentsituationofthegroupbrandstrategyThegrouphasnotformedasystematicund
5、erstandingoftheimplementationofthefamousbrandstrategy,especiallyintheinitialstageoftherealestatemarket.Theplanning,development,constructionandpropertymanagementarenotyetmature,andtherearesomenegativeeffects.Theunderstandingoffamousbrandstrategyhasnotbeenpromotedtotheimportantposit
6、ionofenterprisedevelopmentstrategy.Althoughithasinvestedacertainamountofmanpower,materialresourcesandfinancialresourcesinthepublicimagebuilding,itseffectivenessisinsufficient.Four,thegroup'srecentbrandstrategyobjectives:notforthegreatest,butforthemostbeautifulTwomajorindustriesoff
7、amousbrandstrategy--realestateindustryandhoteltourismindustry.Five,buildingrealestatebrandstrategy:(a)selecttargetproperty-orRuijinreddragongardensquare,enhancethegroup'srealestateindustryvisibilityandreputation.(two)thewaytobuildfamousbrand:1,qualityandreputationarethebasisoffamo
8、usbrandpropertyQualityandreputati
