房地产的品牌行销策略.docx

谈房地产的品牌行销传播策略Talk about real estate brand marketing communication strategy目前，品牌行销传播的思路在房地产界兴起，对于品牌行销，业界流行着两种截然相反的观点。(善达上海活动策划公司 http:/www.60mice.com/)At present, brand marketing idea in the real estate industry is arisen, to marketing, the popular two diametrically opposite views. 一种观点是认为房地产已经进入到品牌营销时代，认为只要通过宣传树立一个良好的开发商的品牌形象，就能从根本上促进消费者对产品的认同和接受，他们引以为证的例子是“万科”。于是，许多开发商热衷于在媒体上暴光吵做，频频作秀，似乎这样就能确立起一个强势的品牌。One view is that real estate has entered the era of brand marketing, as long as that propagate through the set a good brand image of the developers, can fundamentally promote consumers on product recognition and acceptance, they cited that permit example is vanke. So, many developers keen in the media exposure shouting, frequently show, seems so that we can establish a strong brand. 但是，消费者对于一个地产项目，除了少数豪奢者一掷千金的炫耀外，更多的是要对房子精挑细选，要仔细思量动辄几十万、上百万的投入是否物有所值。人们在买一罐可乐时，绝不会怀疑这一罐的配料是否有问题。但是，在买房时，他们会仔细考虑到方方面面。原因很简单，房子永远不会是大批量生产的标准化商品。房子建在特定的地块上，每一个地块都有其独特的方位特点、自然和人文环境，每一个项目也都有其特有的建筑、配套、服务等差异。房子是市场上最为复杂的消费品，任何一个开发商的品牌，都不能让购买者放弃对项目本身的判断。前面谈到的“万科”品牌，也是依靠它的一个个深入人心的项目品牌支撑起来的。所以，持这种观点的人，是混淆了开发商企业品牌和项目品牌之间的关系。However, consumers for a real estate projects, except for a few luxury who gamble at high stakes off outside, more is to be on the house carefully selected to think carefully, often hundreds of thousands, millions of investment is worth. When people buy a can of coke, never doubt that whether there is a problem with the batching tank. However, to buy a house, they will carefully consider all aspects of. The reason is very simple, the house was never mass-produced standardized commodities. The house built in the particular block, each block has its unique characteristics, the range of the natural and human environment, every project has its own building, supporting, service and other differences. The house is on the market the most sophisticated consumer goods, any one of the developers of the brand, can let the buyer to give up on the project itself judgment. Said before spent brand, but also rely on its one win support among the people of project brand support. So, people who hold this view, is confused developers enterprise brand and brand relationship. 另有一种观点，认为房地产是一种特殊的商品，不适合采用于品牌营销的方式。其理由为，房地产是短线商品，一般来说，房地产项目的周期较短，销售时期短，少则一两年，多则三五年，房子卖完也就结束了，不需要重复购买、长期消费，不需要建立长期的品牌忠诚度，因此实施品牌行销是多余和浪费。Another point of view, thinks that the real estate is a special commodity, not suitable for use in the brand marketing of. Its reason is, real estate is short-term commodity, in general, of the real estate project cycle is short, short sales period, little criterion a year, more than three five years, the house sold also ended, does not need to repeat purchase, long-term consumption, does not need to establish long-term brand loyalty, therefore the implementation of brand marketing is redundant and waste. 这种观点，实际上是对品牌行销的一种片面的理解。This point of view, is actually on the brand marketing of a kind of one-sided understanding. 因此，我们看到很多房地产项目在传播过程中，常常出现这样一些现象：行销传播缺乏有机的整合，项目形象前后不统一，卖点宣传散乱，不能形成核心诉求，项目的广告宣传与销售行为脱节，各种行销及传播活动不能传达统一的主题，无法形成有效的累积效应；缺乏人文沟通力，单纯的宣传所谓的卖点而忽视了利益，争相从产品自身角度做单向推广，很少站在消费者的立场上做内在的沟通这都是不重视品牌行销策略的结果。Therefore, we see a lot of real estate in the process of communication, often appear such phenomenon: Marketing Communication lack of organic integration, the image of the project are not unified around selling publicity, scattered, cannot form the core requirement, project of advertising and marketing behavior and festival, a variety of marketing and communications activities cannot convey the unifying theme, cannot form the effective cumulative effect; the lack of human communication, pure propaganda called selling points and ignored the interests, from product itself to angle the one-way promotion, rarely stand in the consumers position on do internal communication . . This is not the importance of brand marketing strategy results. 那么，品牌行销的内涵到底是什么呢？房地产项目行销是否适合于品牌行销传播？品牌行销传播在地产行销中应该如何运用？Then, what is the connotation of brand marketing? Real estate marketing for brand marketing communication? Brand marketing communication in the real estate marketing should be how to use? 要搞清楚这些问题，首先需要搞清楚To understand these problems, first of all need to understand -做品牌与做产品的不同Brand and product different1、品牌与产品的本质区别In 1, the essential difference between brand and product 产品与品牌的本质区别，现代品牌策略大师史蒂芬金做了精确的概括：“产品是工厂所生产的东西；品牌是消费者所要购买的东西。”具体地说，产品是具体的，是物理属性的组合，具有某种特定的功能，以满足消费者的使用需求。如车可以代步，房子可以居住等等。与产品相比，品牌是抽象的，是消费者对产品一切感受的总和。它贯注了消费者的情绪、认知、态度及行为，例如，产品是否有个性，是否足以信赖，是否产生满意度与价值感，是否代表某种特殊意义或情感寄托等。Product and the brand essence, modern brand strategy guru Stephen gold made accurate summary: the product is the thing that the factory produces; consumer brand is what you want to buy. Specifically, the product is specific, is a combination of physical properties, has a specific function, in order to meet the needs of consumers. If the car instead of walk, house can be lived in. Compared with the product, the brand is abstract, is the sum of all the feelings of consumers of products. It reflects the consumer mood, cognition, attitude and behavior, for example, whether the product personality, whether to trust, the satisfaction and sense of value, whether it represents a particular meaning or emotional sustenance. 关于品牌的概念，有很多种定义方法，较权威的定义是：“品牌是消费者对一个产品或服务信息认识和感受的总和，包括名称、属性、价格、声誉、行销和广告方式等；是一个产品或服务因为消费者对它的信任而建立的一种与消费者持续上升的关系。”这一定义强调了两个基本点：一、品牌不同于产品，是一个复合的概念，这就告诉我们在行销传播过程中需要注重整合；二、品牌是产品与消费者之间的关系，这就强调了在行销传播中要注重诉求利益而不是产品的功能属性，同时要重视双向沟通，而不是单向推广。On the concept of the brand, there are many ways of defining, more authoritative definition is: the brand is the consumer of a product or service information knowledge and experience combined, including the name, attributes, price, reputation, marketing and advertising; is a product or service for consumers to trust to it and the establishment of a sustained rise in relationship with consumers. This definition emphasizes the two basic points: first, brand is different with the product, is a compound concept, this tells us in marketing communication process needs to pay attention to integration; two, the brand is the product of and the relationship between consumers, it is highlighted in the marketing communication should appeal to interest rather than product functional attributes, we should attach importance to two-way communication, rather than one-way promotion.2、做品牌和做产品产生的不同效果2, do brand and product produced different effects 在北京的地产项目中，最成功地运用了品牌策略的项目是“SOHO现代城”。很多人都认为“SOHO现代城”是以概念炒做赢得的市场，其实，这所谓的概念里面包含了系统的品牌策略。“SOHO现代城”很好的挖掘了目标消费者的深度需求，以全新的SOHO生活方式构成了项目行销及传播核心利益，并整合广告、公关、楼书、卖场包装等各种传播通路，塑造了个性鲜明的项目品牌，不仅有效规避了产品的不足，且在销售上也取得了极大的成功，形成了独有的“SOHO现代城”现象。如果说仅仅是概念吵做和作秀，那么，还有很多概念和作秀怎么没有取得像“SOHO现代城”的成功呢？所以，与其说“SOHO现代城”是炒做的成功，不如说品牌策略运用的成功。In Beijing real estate projects, the successful application of brand strategy of the project is SOHO modern city. Many people think that SOHO modern city is the concept of speculation as to win the market, in fact, the so-called concept which contains a system of brand strategy. SOHO modern city great mining depth the target consumers demand, a new SOHO way of life constitute the marketing and communication core interests, and the integration of advertising, public relations, Loushu, store and packaging all kinds of communication pathways, shaping the distinctive project brand, not only effectively circumvent the shortage of products, and in the sales also achieved great success, formed a unique SOHO modern city phenomenon. If only the concept of shouting and show, then, there are many concepts and show how to obtain like SOHO modern city success? So, instead of saying SOHO modern city is fried do success, rather than the success of brand strategy. 其他的象东润枫景提出的“发现居住的真义优雅的纯休闲生活”、深蓝华亭的“我的工作就是享受生活”、锋尚的“告别空调暖气时代”、风林绿洲的“中产阶级身份生活”等都是比较成功的例子。Other like Dongrunfengjing proposed found living true justice - elegant pure leisure life, blue Huating my job is to enjoy life, the front is the valedictory air conditioning heating era, wind Lin oasis middle-class identity and life are relatively successful example. 也有相反的例子，北京有个项目根据建筑本身的极具个性的设计，在上市阶段提出了“美学建筑”的说法，很好的起到了抓眼球的作用。但是，在后期延展阶段没有根据项目独有的设计理念对目前市场上板式小高层产品的超越，深刻挖掘“美学建筑”与消费者需求相关的利益，而是又进一步提出了所谓的“T建筑”的概念，在背离消费需求的道路上越走越远，去强调建筑的恒久不过时，使品牌形象不仅不是越加丰满、立体，反而越发单薄。There are examples to the contrary, Beijing has a project according to the building itself highly personalized design, listed in the stage of aesthetics proposed building, good to catch the eye. However, in the late stage of project based on extension have distinctive design concept on the current market type small senior product beyond, dig deep aesthetics of architecture and the consumer demand related interests, but also further proposed the so-called T - building concept, in a departure from consumption demand go farther and farther on the Road, to emphasize the building never outdated, the brand image is not only more fullness, stereo, but more and more thin. 对于品牌策略在地产项目的行销传播中的运用，我们可以看到，挖掘项目所代表的“生活方式”，并以此为核心与目标消费者进行多角度的沟通，已成为普遍采用的手法。因为，没有任何一种产品，可以比房子更全面地代表“生活方式”。它已成为家庭生活的物质躯壳，社会阶层的标杆，更是审美品位的空间体现。地产项目的行销及传播，应该穿透钢筋水泥，把建筑所能界定的生活方式清晰地表现给消费者，这就是做品牌和做产品的本质区别。地产项目的行销与传播中，是否成功运用品牌策略，其效果是截然不同的。On the brand strategy in real estate project marketing communication application, we can see, mining project represents the way of life, and as the core and the target consumers of communication, has become a widely used technique. Because, without any kind of product, can be more comprehensive than the house represents way of life. It has become a family life material body, social class surveyors pole, is the aesthetic space reflects. Real estate marketing and communication, should penetrate reinforced cement, the building can be defined lifestyle clearly show the consumer, this is the essential difference between brand and product. Real estate marketing and communication, whether the successful application of brand strategy, the effect is distinct.既然如此，那么我们应该如何理解If so, how should we understand -品牌策略在地产行销传播中的作用Brand strategy in real estate marketing communication in rats1、传播核心利益，有效整合项目的卖点1, spread the core interests, the effective integration of the selling points of the project 很多人都认为地产项目与日用消费品最大的区别就是：日用消费品一般都是一个核心诉求点，我们常称为“卖点”。而地产项目要有许多所谓的“卖点”，无法统一成为一个核心诉求点。其实这是一个认识的误区。在地产项目行销传播中正确的运用品牌策略，能准确地提炼项目品牌的核心利益，并有效地整合各个卖点。Many people believe that the real estate projects and daily consumer goods and the biggest difference is: daily consumer goods in general is a core requirement, we often are called the selling point. While the real estate projects have many so-called selling point, cannot be unified into a core demands. This is actually a misunderstanding. In real estate marketing communication in the correct use of brand strategy, can accurately extract the project brand s core interests, and the effective integration of the various attractions. 品牌策略的真正高明之处，就是在于超越产品的具体形式，将能够带给消费者的利益直接、形象地表达出来。对于地产项目来说，这一核心利益就是所代表的“生活方式”。其他诸如区位、户型、配套、园林等所谓卖点，就构成了核心利益的有力证据和支持点。The brand strategy of real genius, is beyond the particular form of the product, will be able to bring the interest of consumer directly, figurative expression. For the real estate project, this core interests are represented by the way of life. Other such as location, apartment layout, facilities, gardens and other so-called selling point, constitute the core interests of the strong evidence and support point. 例如在城市CBD的中心，能够打动购房者的不可能是是田园和山水，但可以是价值。这种价值来源于便利生活设施所能节省的宝贵时间，来自生活在高尚社区、体验精品建筑的成就感，也来自于黄金地段房产的投资价值。找到核心利益，所有的区位、园林、户型、物业和价格优势等，都围绕核心利益有机的展开。这样不仅可以清晰地对项目卖点进行挖掘和甄别，而且一定能够做到传达的是同一种声音、统一的形象，不会因为所谓的卖点众多而无从把握了。这就是“品牌整合”的力量。For example, in the city centre of CBD, can move the buyers may not be as garden and landscape, but can be of value. The value is in convenient living facilities can save valuable time, from living in a noble community, experience the fine architectural achievement, but also from the gold a sector of the value of real estate investment. Find the core interests, all location, landscape, apartment layout, property and price advantage, around the core interests of organic expansion. This can not only clearly to project a selling point for the mining and screening, and we can do is to convey the same sound, unified image, not because of the so-called selling point for numerous and can not grasp. This is the power of brand integration.2、展示生动的项目品牌个性，彰显项目魅力2, vivid display of project brand personality, highlight the project Charm 品牌行销与产品行销的一个重要的不同之处，就是提出了品牌个性的观点。Brand marketing and product marketing one important difference, is that the brand personality perspective.品牌是一个项目的生命系统，品牌在实践中表现出的独特的个性，会让项目品牌显显露出像人一样的生命光彩。被称做广告之父的大卫奥格威提出，每一个具有足够吸引力的品牌都会具有人的个性和特征、有自身的形象和内涵特殊的文化品格和精神气质。在行销传播过程中，不只要“说利益”、“说形象”，而更要“说个性”。要通过品牌个性来促进项目形象的塑造，吸引特定人群。因为，品牌个性是与消费者沟通的重要因素，形象只能形成认同，而个性可以赢得热爱。A brand is the life of the project system, brand in practice show the unique individual character, make project brand was revealed as a human life. Known as the father of David Ogilvy advertising presented, each having a sufficiently compelling brand will have individual character and characteristic, have its own image and Connotation - special cultural character and temperament. In the marketing process, not as long as the interest, image, but personality. Through brand personality to promote project image, attract specific populations. Because, the brand personality is the important factor of communication with consumers, image can be formed only identity, personality and can win the love of. 我们反思荣丰2008“非常男女”和“SOLO”的走红市场，除了小户型迎合了年轻一族的购房需要，其张扬、时尚、鲜明的品牌个性也恰恰契合了都市新白领的心理需求和价值取向，这在一定程度上还促使年轻的消费者暂时忽略了产品本身的不足，使一个并不完善的产品却成了市场上的明星。We reflect on Rong Feng 2008 very men and women and SOLO of the popular market, in addition to large-sized apartment to meet the young owners of the housing needs, its publicity, fashionable, distinctive brand personality is precisely fit the new urban white-collar psychological needs and value orientation, which to some extent also encourage young consumers have overlooked the the product itself is insufficient, make an imperfect products became the markets star. 今年初，在小户型大战中迅速脱颖而出的“炫特区”，在这方面运做得也非常成功。一系列个性张扬的广告，再配合以“青鸟健身”落户社区等事件行销，将项目的品牌个性展现得十分突出，焕发出的青春魅力赢得了年轻、时尚的都市消费者的认同和喜爱。At the beginning of this year, the large-sized apartment war quickly talent showing itself dazzle special zone, in this operation was very successful. A series of personality publicity advertising, coupled with a Nirvana fitness in community events such as marketing, will project the brand individuality development is very outstanding, radiate youthful charm won the young, fashionable urban consumer acceptance and love.3、确立全沟通思想，有效整合传播渠道3, establish the whole communication thought, effective integration of communication channel 品牌行销传播强调的是多渠道、全沟通的思想，产品建设与包装、销售行为、媒体广告、公关事件、服务都是沟通渠道的重要组成部分。Brand marketing communication is emphasized much channel, the communication of ideas, product construction and packaging, sales, media advertising, public relations events, services are an important part of the communication channel. 房地产行销中的沟通渠道和工具是多种多样的，报纸、电波、公关事件、多媒体演示、楼书、卖场、样板房、工地现场、销售及服务等，远比一般的消费品繁复。合理运用品牌整合策略，可以对沟通渠道和工具进行水平整合，保证在行销传播过程中，围绕着一个核心利益展开，这样就能做到让消费者从不同的传播管道听到一个声音，使各个传播通路的行销宣传形成整合传播的效果和累计的传播效应。Real estate marketing channels of communication and a variety of tools, newspapers, radio, public events, multimedia presentations, Loushu, stores, sample room, site, sales and service, far more than the general consumer complex. Rational use of brand integration strategy, the communication channels and tools for horizontal integration, guarantee in the marketing process, around a core interests, such can let consumers from different communication channels to hear a sound, so that each propagation path of marketing propaganda form the conformity dissemination effects and cumulative effects of propagation. 再者，房地产行销传播是一个高度动态的过程，一般分为注意力吸引、核心利益传达、信念的反复加强三个阶段。为了保证各个阶段的行销及传播传达统一的项目形象，并逐步形成累积效应，就需要针对项目销售进行全程品牌沟通，让不同阶段的工程进度、销售推进、广告围绕一个统一的核心有机地展开，这就是品牌策略对传播渠道进行纵向整合的过程。(善达上海活动策划公司 http:/www.60mice.com/)Furthermore, the real estate marketing communication is a highly dynamic process, generally divided attention, core interests, beliefs conveyed repeated strengthen three stage. In order to ensure that all stages of the marketing and communication to convey the unified project image, and gradually formed a cumulative effect, we need to project sales for the whole brand communication, let the different stages of the project, sales promotion, advertising around a core of the unification of organic expansion, this is the brand strategy of communication channels are vertical integration process.地处亚北的嘉铭桐城，以近200米的梧桐林形成了优雅、浪漫的社区风格。我们据此为其制订了“浪漫的文化休闲生活”这一品牌定位。在项目销售前期，我们围绕核心利益，利用媒体广告对项目的各个利益支持点进行了有效的宣传。Located in the North Wong Tongcheng, nearly 200meters of Chinese parasol tree forest formed the elegant, romantic style of the community. We hereby to formulate a romantic leisure and cultural life of the brand positioning. In project sales period, we around core interests, the use of media advertising on each project interest support were effective propaganda. 项目进入销售中期，我们改变了以媒体广告为主要沟通渠道的方式，围绕品牌定位核心，针对社区交通不畅、配套不完善的问题，先后配合开发商完成了疏通社区几条主干道、设置702路公交总站、将废弃的旧厂房改造成具有后工业时代色彩的文化会所、联系陈经纶中学落户嘉铭桐城、策划桐城文化节、启动“三全服务”计划等一系列产品完善和行销举措，并且围绕工程进度及销售过程以事件行销作为主要沟通渠道，配和以一定量同主题的广告宣传，不仅完善了社区配套建设，也在行销传播过程中与销售前期的广告宣传形成了有机的呼应，使项目的品牌形象走向丰满、立体，强化了消费者对项目品牌的理解和信心，有力地推动了大户型产品的销售。成功地实施了一次对传播渠道的纵向整合。Project sales medium, we changed to the media advertising as the main channels of communication in ways, around the brand positioning core, in view of the community traffic not free, imperfect matching problem with developers, has completed dredging community several road,702road bus terminus, the abandoned old factory buildings into a post-industrial era culture club, contact chenjinglunzhongxue in Chia Tongcheng, planning Tongcheng Cultural Festival, started 3services program and a series of product improvement and marketing initiatives, and around the schedule of the project and the sales process to event marketing as the main channel of communication, coordination and the amount of the same topic advertising, not only improve the community construction of form a complete set, in the marketing communication and marketing in the course of early advertising formed organic echo, to project the brand image to fullness, solid, the strengthening of consumer brand understanding and confidence on the project, effectively promoted the small-sized apartment sales. The successful implementation of a communication channel for the vertical integration. 通过以上分析，我们得出的结论是：品牌策略，对于地产行销不是要不要用的问题，而是如何更好地运用的问题。实施品牌整合策略，是地产项目行销传播的正确之路。那么Through the above analysis, we concluded: brand strategy, for the real estate marketing is not whether or not to use the problem, but the problem of how to make better use of. The implementation of brand strategy, is the real estate project marketing communication way. Then -如何正确地实施品牌策略How to correctly implement the brand strategy1、品牌策略应以产品为基础In 1, the brand strategy should be based on products based on 前文谈到过，品牌是消费者对一个产品或服务信息认识和感受的总和。这其中，产品是一切的基础，根植于产品的品牌策略，能使项目的品牌个性彰显；反之，脱离开产品现实的品牌策略会造成品牌形象的迷失，形成品牌形象与消费者认识的错位，阻碍项目的销售。We talked about, brand is the consumer of a product or service information awareness and feelings in the sum of. Among these, the product is the foundation of all things, rooted in the product brand strategy, make the project brand personality; conversely, off the product realistic brand strategy will cause the brand image of the lost, the formation of brand image and consumer awareness of the dislocation, impeding the project sales.座落在奥运规划区的风林绿洲以“中产阶级身份生活”作为项目品牌的定位，其针对中产阶级定制化的户型设计、讲究人体工学的产品细节、紧邻万亩奥运公园的优雅的自然景观、极具发展潜力的区域环境，都有力地支持了“中产阶级身份宅邸”的品牌形象，使品牌塑造和产品销售相得益彰。Located