商业经济
商業經濟
상업경제
BUSINESS ECONOMY
2011年
16期
30-32
,共3页
房地产%品牌形象%消费者购买行为
房地產%品牌形象%消費者購買行為
방지산%품패형상%소비자구매행위
real estate%brand image%purchasing behavior
随着竞争的日益激烈,房地产市场正不可避免地渐入品牌竞争时代。依据贝尔模型的个别指标,针对中国房地产市场特征设计出房地产品牌形象对消费者购买行为影响的调查问卷,通过采用整群抽样方法在广州市进行问卷调查,最后得出的管理启示是：中国房地产企业应以产品的优良品质为基础进行品牌建设;以持续营销保障企业的社会形象。
隨著競爭的日益激烈,房地產市場正不可避免地漸入品牌競爭時代。依據貝爾模型的箇彆指標,針對中國房地產市場特徵設計齣房地產品牌形象對消費者購買行為影響的調查問捲,通過採用整群抽樣方法在廣州市進行問捲調查,最後得齣的管理啟示是：中國房地產企業應以產品的優良品質為基礎進行品牌建設;以持續營銷保障企業的社會形象。
수착경쟁적일익격렬,방지산시장정불가피면지점입품패경쟁시대。의거패이모형적개별지표,침대중국방지산시장특정설계출방지산품패형상대소비자구매행위영향적조사문권,통과채용정군추양방법재엄주시진행문권조사,최후득출적관리계시시：중국방지산기업응이산품적우량품질위기출진행품패건설;이지속영소보장기업적사회형상。
With the heated competition,the real estate market enters into the age of brand competition inevitably.This paper,based on the individual indices of Bell Model and the characteristics of Chinese real estate market,designs a questionnaire on influence of real estate brand image on purchasing behavior,conducts the questionnaire in Guangzhou through cluster sampling,and concludes in management that Chinese real estate companies should establish their brands based on qualified products and keep their social image through sustainable marketing.
