品牌策略应以产品为核心今天的市场中.越来越多的消费品.不再以物质的功效为核心.顾客购买它们.很大程度上是在消费它们的品牌文化。这是由于竞争日益加剧.产品的高度同质化,必然导致品牌相对产品的离心倾向。这也是品牌策略在营销中越来越普遍的原因。但房地产很不一样。除了少数豪奢者一掷千金的炫耀外,更普遍的购买者.要对房子精挑细选.要仔细思量几十万元的投入是否物有所值。我们买一罐可口可乐时,绝不会怀疑这一罐的配料是否有问题;在买一部奥迪轿车时,也不会打开发动机检查每一个螺栓是否合格。但在买房时,我们会仔细检查每一个角落。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,每一块地都有它独特的方位、高低、起伏、采光、通风、草木、水源和人为的社会环境,即使同一楼盘的同一种套型,也存在朝向、楼层的差异。房子是市场中最为复杂的消费品,任何一个开发商的品牌,都不能让购买者可以放弃对产品本身的判断。 The brand strategy should be product-centric in today’s marketplace. More and more consumer goods are no longer at the core of material efficacy. Customers buy them. To a large extent, they are consuming their brand culture. This is due to the increasing competition.High homogeneity of the product will inevitably lead to the brand centrifugal relative to the product tendencies. This is why brand strategy is becoming more common in marketing. But real estate is very different. In addition to a few extravagant spending big show off, the more common buyers. To carefully choose the house. To carefully consider whether hundreds of thousands of dollars worth of value for money. When we buy a can of Coca-Cola, we will never doubt whether the contents of the can have any problems. When buying an Audi sedan, we will not open the engine and check whether each bolt is qualified. However, when buying a house, we will carefully examine every corner. The reason is simple, the house will never be a standardized product for mass production. House built in a particular plot, each piece has its own unique location, height, ups and downs, lighting, ventilation, vegetation, water and artificial social environment, even if the same form of the same real estate, there are orientation, floor The difference. The house is the most complex consumer product in the market, and any one developer’s brand does not allow buyers to relinquish their judgment of the product itself.