In the cement-casting city, the real estate is filled with stereotyped properties; the weak market and fierce competition make the image of the real estate package, should not be slept beautifully printed text, but rather a weapon for marketing practice.
Why do you want to pack the real estate?
The meaning of the word “packaging†was explained. In the previous years, the reference to packaging referred to the packaging of products; later to the packaging of singers and to today’s corporate packaging. Everyone can often hear such a sentence: "package listing."
As a special product, the real estate needs more packaging. This is also a highly-developed stage where the real estate competition is becoming increasingly fierce and mature. It is also an important manifestation of a competitive approach.
From a certain point of view, image packaging is a weapon for real estate sales, which is verified by many real estate properties, and is operability and practicality.
If the image packaging is doing better, the real estate is equal to silently own drink, can become a sales wing.
Well packaged, so that the quality of real estate has undergone major changes, and constantly enhance the value of real estate, so that real estate in a noble state.
In fact, many mainland real estate companies have done a lot of work unconsciously, but they have not been systematic and integrated, and the individual properties of the entire real estate are not prominent and not significant, so that the various packaging subsystems are loose and messy. This requires the integration of the entire building's packaging so that it can play its own function and role under a packaging theme.
Below, I will discuss the image packaging of real estate from three aspects.
First, the external image of real estate Today's consumer market can be said that the world of brands, former residence buildings are a unit of family members, are a few buildings, their representatives are Arabic numbers, there is no sense of brand awareness and brand. Brand marketing is a hot spot in recent years, but the brand management of real estate is still not satisfactory.
Brand management is an important component of real estate image packaging. It is related to the appreciation of real estate and should be highly valued by all walks of life.
(I) Cultural taste of real estate
As a hard-and-cold building, how to have a life and have vitality requires you to inject a certain amount of cultural content to make it have a higher cultural taste.
What is the performance of cultural tastes in real estate? How does it reflect the cultural quality of real estate?
In fact, every combination of factors in a property can be infused with cultural factors such as the shape of the building, the layout of the building, the flowers, the room layout, and so on.
However, the culture in the real estate is definitely not a few paintings, but it is a cultural personality that highlights the choices in many cultures. It is a choice of cultural tastes.
As a cultural content, it is absolutely impossible to infuse it with hardship. Instead, it requires an organic combination, and even if it does not engage in culture, it understands culture. Because many people who currently study corporate culture do not know how to manage a company, but rather study literature and art to engage in corporate culture. This is a misunderstanding. The cultural design of real estate must be based on real estate knowledge and skills. Otherwise, things that come out of it will become "unlike".
((b) The brand is a symbol of status
Everybody buys a brand. Brand names can reflect their status and status. This is an important value orientation of psychological consumption.
The same is true for real estate. For example, if a person buys a building at a certain place, whether it is an office building or a residential building, the brand of the building is very important. Once you speak out where you live or live, you can immediately know which level you are. Although this situation is not particularly obvious, it may become more and more obvious with the future development.
For the brand, it is still at different levels. Brands of different levels and types will attract different groups of people.
(III) How to Make Real Estate Brand
What is a brand?
The brand actually refers to the definitive words and symbols that represent the product's connotation, and its specific form of expression is tangible and intangible.
What is the brand composition of real estate? What are the specifics?
1. Property name
As a real estate name, different classification methods have different real estate names.
According to the structure of the composition of the name can be divided into proprietary and common name, that is -
Property name = special name + common name.
Special names such as the British Association in the British Association. The common name is the garden in the British Garden.
First of all, talk about the private name, as a special name to meet the following requirements:
1 reflects the characteristics of the real estate, reflecting the real estate personality.
2 The “five good†principle of good listening, good remembering, good thoughts, good writing, and good recognition.
3 has a sense of beauty and gives a good imagination.
4 has a certain meaning, especially with a large cultural content.
5 concise, clear.
However, in fact, many real estate names do not meet the above criteria, and they ask themselves if they can't answer what they represent, but just name them casually. For the naming, we must pay attention to it. This is not just a name issue. It is actually an important intangible asset. It is a business strategy and an exploration of the value of real estate.
The real estate name is a good intangible asset formed by the developer's investment in large sums of money. It requires a registered trademark and is protected by law.
For the common name, the "cell", "garden", etc. are now used more often.
The question now is how to change the common name into a special name, that is, the combination of the two. This is a more difficult problem.
According to the type of text, the name of the real estate can be divided into two kinds: Chinese name and English name. This requires that both Chinese and English names have the same meaning. For example, the "LION" of Laihe Garden is the meaning of "lion". It is good to use the pronunciation of the English name and express it in Chinese characters. This forms a Chinese name, and the meaning of the Chinese name must be made in accordance with the standards and requirements of the real estate name.