作　　者： ;

机构地区： 华南理工大学广州学院

出　　处： 《商业经济》 2011年第16期30-32,共3页

摘　　要： 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。 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.

关 键 词： 房地产 品牌形象 消费者购买行为

领　　域： [文化科学—档案学]