地產(chǎn)品牌運(yùn)營七大誤區(qū)（Seven misunderstandings of real estate brand operation）

1、地產(chǎn)品牌運(yùn)營七大誤區(qū)（Seven misunderstandings of real estate brand operation）One of the mistakes: to do real estate brand is to do real estate boutiqueNowadays, the so-called product ism is prevailing in the real estate industry. In fact, the real estate products and the real estate brand are two different con

2、cepts, both of which are different and related.1., the real estate brand is the sum of consumers feelings of real estate products. Essentially it is an abstract and intangible concept, which exists in the minds of consumers; and the real estate products is the real existence in reality, including co

3、nstruction, municipal, environmental, facilities and other factors, it is concrete and visible.2. real estate brands are higher than real estate products. The connotation of real estate brand determines the nature and content of real estate products. Different real estate brands enable people to rec

4、ognize the basic characteristics of the real estate products that they demarcate are different from the quality, characteristics and design of other real estate brand products. Without a brand of real estate products, once a planned implanted real estate brand, which will completely change the origi

5、nal real estate products. Therefore, the intangible real estate brand is the life and soul of the real estate products, the brand determines the products personality, personality, temperament, demeanor and so on.3. real estate brands take the real estate products as the carrier. Real estate products

6、 do not necessarily have a brand, but each brand must have real estate development products. The real estate product is the foundation of the real estate brand. Without good real estate products, the real estate brand which is used to identify the source and personality of the real estate products w

7、ill not survive. A real estate product can only be trusted, recognized and accepted by consumers, and can build strong and close relationship with consumers, so that the brand can survive on the estate for a long time.4., do real estate brand and do real estate boutique are two different rules of th

8、e game. Real estate brand is based on the customer management system is a set of cognitive method on the basis of open center, the starting point of the game is the consumers mind, the ultimate aim is to create a strong real estate brand in the minds of consumers. Real estate boutique is a system of

9、 convergent methods are based on the total quality management as the center of the starting point of the game is the developer of the development of real estate products, its aim is to create a boutique real estate. Shaping the strong real estate brand, including shaping the real estate boutique bas

10、ic work.Two mistakes: real estate brands without rapid developmentMany people believe that the real estate brand is not overnight, the brand is a long-term process of cultivation, must abandon and sacrifice the real estate short-term sales and benefits, make good preparations for protracted war. Thi

11、s is an attempt to do so many real estate developers brand name, so that most developers have so far remained outside the real estate brand operating gate.After years of theoretical study and practical summary that: real estate brand operation is not only the developer for the survival and developme

12、nt of high-level long-range strategy, while the developer is rapidly increasing sales in the short term, promptly raise the value of leading products marketing.The successful operation of real estate brands such as modern city, sunshine 100, Wanquan new home, Olympic Garden, Biguiyuan and so on prov

13、ed that the real estate brand can be speeded up!The rapid operation of real estate brands must grasp the following steps:1. accurate positioningWhen the real estate brand enters the market, it is necessary to make the four orientation of the brand market orientation, brand concept, brand product and

14、 brand opportunity.2. step in placeThe real estate brand operation not piecemeal rolling development.One step in place refers to the larger scale, higher level and higher starting point of the developers scale, total investment and input elements, such as manpower, capital, etc., to achieve competit

15、ive advantages. How big is this? How high is the level? According to the size of the project itself, market demand, competitor level and potential competitors dynamic situation and the developers subjective goal to determine.3. is better than nothingIn determining the specific amount of input, due t

16、o the incomplete information, it is difficult to find a good, not too many and many appropriate boundaries. Therefore, when the output effect is difficult to control accurately, the decisive input factors and inputs that affect the success may take the principle of better than nothing.4., build ahea

17、d of time advantageThe implementation of brand strategy of the real estate crash, means that developers will be the future growth target to accelerate, the means such as brand competition, price competition, channel competition and communication and promotion of competitiveness, to the optimal condi

18、tions according to future growth targets necessary to set up, if not to the scale of economy and to take the condition of scale economy low price, large scale and large publicity, publicity channels and network products. Only ahead of time can we develop ahead of time.5. concentrationThe so-called c

19、entralized centralized resources to do the brand and the brand focus: 1. In the case of tight resources, developers are required to concentrate all their resources on one goal. 2 of the most concentrated brand operation. In time, a number of resources and capabilities are arranged at several key sta

20、ges of development; spatially, multiple resources and capabilities are integrated into one or few important activities and objectives. 3 and the brand operation coordination. In the whole process of brand operation, make all resources and activities, forming the same goal, the effect is consistent,

21、mutual cooperation, mutual use of a unified and coordinated whole.6. accurate stereo warfareOperation of the real estate brand accurate three-dimensional battle mode, is the relationship between the target and the clear goals and means clear and explicit relationship between industrial investment an

22、d a set of accurate brand marketing system. This set of precise method system once started, will produce all-powerful, shocking effect.Misunderstanding three: to do real estate brand is good faith business, honest customer commitmentIn essence, the real estate brand is the developers most solemn and

23、 most important commitment to consumers through real estate products (including services). Real estate brand communication is the developer to infectious various signals to consumers to promote this commitment, consumer acceptance of information, through the purchase of consumer, the brand calibrati

24、on of real estate products, feel the existence of commitment. If consumers feel, accept, trust the commitment of the real estate brand, then the real estate brand will have the qualification to survive in the real estate market.However, the real estate brand operation is not only honestly fulfill th

25、e customers commitment. To fulfill customer commitments is only the most basic and basic condition for real estate brand operation. And the most noble mission of the real estate brand operation is to create high value real estate brand.High value real estate brand, which has a high degree of custome

26、r identity brand image, has a large number of identity brand customers and potential customers. The real estate brand with this advantage is equivalent to the huge capital resources. How valuable is a real estate brand? How many brands does it have?. Each brand image represents a customer who identi

27、fies the brand.How does the brand impression of real estate achieve higher customer identity? The following conditions are essential. At the same time, these conditions constitute the five major objectives of the real estate brand creation, but also the five characteristics of high value real estate

28、 brand:1. customers integrity and fullness of brand image;2. customers deep impression on brand impression memory;3. customers good impression on brand impression;4. brand image and customers key purchase motivation establish exclusive connection;5. customers beliefs and values on brand formation an

29、d purchasing directives.Misunderstanding four: real estate brand is real estate trademarkReal estate brands and real estate trademarks are very confusing concepts. Many developers mistakenly believe that the real estate trademark registration has become a brand, in fact,There are both connections an

30、d differences between the two.Real estate trademark is a part of real estate brand. Real estate trademark is the sign and name part of real estate brand, which makes consumers easy to identify. But the connotation of the real estate brand is far more than this. Real estate is not only a real estate

31、name and symbol, but also a comprehensive symbol of real estate. Need to give real estate image, personality, life. The first design logo and name of the real estate market is a real brand, is essential procedures, but to really become a real estate brand, but also to the brand personality, brand id

32、entity, brand positioning, brand communication, brand management, the content of the. Thus, consumer awareness of the real estate brand, will be the form to content, from perceptual to rational, from shallow to deep, thus completing the unknown - understanding - understanding - step - sure behavior,

33、 the formation of customer loyalty.Misunderstanding five: do real estate brand is to do concept, do selling pointReal estate brand concept or selling point planning is one of the core content of the real estate brand operation, it can be said that brand concept is the soul of the real estate brand.

34、Generally speaking, the planning of real estate brand concept can start from the following aspects:1. define a brand as a customers practical, emotional need, or self-expression point of interest. Such as: ecological housing, environmental protection area, home in the park, CEO mansion, network comm

35、unity, waterscape residential and so on.2. define a brand as a product type or use. Such as: hotel apartment, commercial apartment, pure residential area, SOHO and so on.3., the brand is defined as the advantages and high quality products. Such as: famous teacher design, Butler, Luban prize, broadba

36、nd, prestigious, library, Art Museum and so on.4., brand is defined as the high value of the product. Such as: cost-effective, sea view mansion, invincible scenery, Hong Kong style luxury, European style luxury house and so on.5., the brand and attractive areas, regions, plates combined. Such as: CB

37、D, CLD, Olympic business circle, Asian business circle, Zhongguancun, Old Summer Palace garden and so on.6., combine brand with credibility. Such as: the Pearl River Chun King overall development concept, economic and practical housing government concept, some small Xianfang sales concept, no reason

38、 to return a house concept and so on.Obviously, the creation of real estate brand only brand concept, brand selling point this soul is not enough, must also have a complete, vivid brand life organism as the soul support and support.Misunderstanding six: do real estate brand is to do popularity, do s

39、tar propertyMost developers and the media have a misunderstanding, the pursuit of brand development, as the highest star property strategy of real estate brand, as long as willing to spend a lot of money to do advertising, improve visibility, you can exchange for a famous brand.The highest strategy

40、of the real estate brand should be to create high value brands, so as to make the building successful and durable. Famous brands are at most an element of high value brands.To measure whether a real estate brand has value or not is of great value. In addition to looking at brand awareness, it also d

41、epends on brand esteem, brand satisfaction, brand loyalty and other indicators. The score of each index depends on the sum of their brand impression, memory, profundity, brand sentiment, positioning accuracy and purchase value.To achieve higher brand satisfaction and brand loyalty, it must be real e

42、state brand positioning accuracy, to make the real estate brands have a profound and complete impression in the minds of customers, consumers also need to produce unwilling separation of feelings in the real estate product experience, and sublimation to the value ideal view that.Misunderstanding sev

43、en: small and medium-sized developers, real estate item company do not need, it is difficult to shape the real estate brandMany small and medium developers in talking about real estate brands, there is a misunderstanding, namely: brand that is the future, the urgent task is to accumulate capital, do

44、 a good job of sales planning, as soon as possible to sell the house.Indeed, the initial investment in real estate, lack of funds, lack of experience, limited capacity, management is not in place, etc., the risk of survival is still a big problem, and what qualifications to talk about the real estat

45、e brand? However, the long term strategy of real estate brand operation mode is not only large real estate developers to create a high brand value of real estate at the same time, small and medium-sized developers also can through a step ahead of the real estate brand operation strategy, the realiza

46、tion of smart low cost value. Small and medium developers can not only quickly achieve the value of the project in the short term, but also for its further expansion of accumulation of extremely valuable intangible assets.The only way which must be passed the long-term development of the real estate brand operation is the enterprise, is the enterprise short-term rapid expansion, marketing magic. Sma