摘要随着经济的发展，城市化进程的加快及移动互联网技术的普及，房地产市场也经历着复杂、多样的变化，房地产中介作为连接房地产商与客户的桥梁纽带，使房屋的交易环境变得更便捷与专业。房地产中介企业经过十几年的发展，在国家政策、经济发展、行业竞争等环境中更新换代。现如今越来越多的消费者注重消费体验，品牌核心价值理念，品牌文化等内容，对房地产中介企业来说，提高市场营销效率的重点步骤是不断创新企业品牌营销策略。本文通过对北京链家品牌营销策略的环境进行分析，运用SWOT等工具，分析了北京链家品牌营销策略的内、外部环境。根据品牌营销策略的相关理论概念深入研究北京链家在品牌形象、品牌定位、品牌延伸、品牌管理、企业文化五方面的创新及现阶段存在的问题，结合品牌营销策略的内、外部环境分析，提出解决问题的对策。北京链家逐渐成为房地产中介市场的标杆企业，它随着市场环境的变动不断的调整战略动态，明确的品牌定位引导着企业规范行业标准。经过十几年的发展，链家始终本着诚信、专业的态度在房地产一轮又一轮的洗牌中健康成长。本文通过对北京链家品牌营销策略的研究与讨论，结合品牌营销策略等理论进行分析，提出北京链家品牌营销策略的创新与不足之处。在对案例深入研究与优化的过程中，可了解到更多北京链家品牌营销策略的成功经验，对行业中的其他企业有参考与反思的意义。关键词：链家；品牌定位；品牌延伸；品牌管理AbstractWiththedevelopmentofeconomy,thespeedingupofurbanizationandthepopularizationofmobileInternettechnology,thechangeoftherealestatemarketisundergoingcomplexanddiverse,realestateagentsasabridgeinthecouplingofrealestatedeveloperswiththecustomers,makethetradingenvironmenthasbecomemoreconvenientandprofessional.Aftermorethantenyearsofdevelopment,realestateintermediaryenterpriseshavebeenupgradedintheenvironmentofnationalpolicies,economicdevelopmentandindustrialcompetition.Nowadaysmoreandmoreconsumerspayattentiontotheconsumerexperience,thecorevalueofbrand,brandculture,etc,forrealestateintermediarycompanies,thekeystepistoenhancetheefficiencyofthemarketinginnovationenterprisebrandmarketingstrategy.ByanalyzingtheenvironmentofBeijingHOMELINKbrandmarketingstrategyandusingSWOTandothertools,thispaperanalyzestheinternalandexternalenvironmentofBeijingHOMELINKbrandmarketingstrategy.Basedontherelatedtheoryofbrandmarketingstrategyconceptin-depthstudyofBeijingchainhomeinbrandimage,brandpositioning,brandextension,brandmanagement,enterprisecultureofthefiveaspectsofinnovationandtheexistingproblems,combiningwiththebrandmarketingstrategyofinternalandexternalenvironmentalanalysis,putforwardthecountermeasurestosolvetheproblem.BeijingHOMELINKhasgraduallybecomeabenchmarkenterpriseintherealestateintermediarymarket.Asthemarketenvironmentchanges,HOMELINKcontinuouslyadjustsitsstrategicdynamics,anditsclearbrandpositioningguidesenterprisestostandardizetheindustrystandards.Aftermorethantenyearsofdevelopment,HOMELINKhasalwaysbeeningoodfaith,professionalattitudeinrealestateroundafterroundofreshuffleinahealthygrowth.BasedontheresearchanddiscussionofBeijingHOMELINKbrandmarketingstrategyandtheanalysisofbrandmarketingstrategy,thispaperputsforwardtheinnovationandshortcomingsofBeijingHOMELINKbrandmarketingstrategy.Intheprocessofin-depthstudyandoptimizationofcases,wecanlearnmoresuccessfulexperienceofBeijingHOMELINKbrandmarketingstrategy,whichisofreferenceandreflectionsignificancetootherenterprisesintheindustry.Keywords:HOMELINK;Brandpositioning;Brandextension;Brandmanagement目录TOC\o"1-3"\t"题目4,4"\h摘要IAbstractII目录I第1章绪论-1-1.1研究背景和意义-1-1.1.1研究背景-1-1....
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