摘要:近年来我国的房地产市场发展十分迅速，竞争愈演愈烈，经历了价格竞争和质量竞争阶段的我国房地产企业已逐步进入了品牌竞争的时代，未来的房地产市场竞争必将在少数优秀品牌之间的展开。尽管我国已有不少房地产企业早已将品牌营销作为企业战略发展和谋求长远利益的策略，并已先后开始塑造企业品牌，但目前房地产企业对品牌的认识及运用还非常不成熟，有不少企业甚至走进了品牌营销误区，而我国中小房地产企业由于自身条件有限，其品牌营销则更加困难了。
本文是以碧桂园房地产企业作为研究对象，首先总结了国内外学者对企业品牌营销的研究现状，并通过整理和搜集大量的文献资料，了解了品牌及品牌营销的相关理论，接下来通过专家走访、市场调研、员工访谈，并结合对公司内部资料以及本人在碧桂园房地产企业的实习工作经验，全面分析了碧桂园企业的品牌营销的现状、存在的问题，并通过对碧桂园品牌营销的市场环境进行SWOT分析，提出了几点品牌营销对策，包括明确品牌定位、加强品牌宣传、完善品牌管理以及提升品牌价值策略，以期对碧桂园房地产企业品牌营销提供有价值的参考。
关键词 品牌营销；房地产；策略研究
Abstract: In recent years, the development of China's real estate market is very rapid, competition intensified, after the price competition, quality competition stage of China's real estate enterprises have gradually entered the era of brand competition, the future real estate market competition in the spread between a few outstanding brand. Although China has many real estate enterprises brand marketing as strategy development and seek the long-term interests of the strategy, and has started to create corporate brand, but the understanding and use of brand real estate enterprises is still not mature, many enterprises even entered the brand marketing mistakes, but our country small and medium-sized real estate enterprises due to the limited conditions, the brand marketing is more difficult.
This paper is based on Country Garden real estate enterprises as the research object, first summarizes the research status of domestic and foreign scholars on the enterprise brand marketing, and through sorting and collecting literature, understanding of the relevant theory of brand and brand marketing, then through the expert visits, market research, interviews, and combined with the company's internal information and I am in Garden Country real estate enterprises work experience, a comprehensive analysis of Garden Country the status of enterprises, brand marketing existence question, and by SWOT analysis of Garden Country brand marketing market environment, puts forward some brand marketing strategies, including a clear brand positioning, increase brand awareness, improve brand management and promoting the value of brand strategy, in order to provide valuable references for Garden Country brand marketing.
Keywords Brand marketing Real estate Strategy research
