摘要:随着我们经济的发展，和中国城市化建设的进程不断加快，城镇住房的建设工作也随之日益火热，由于中国是世界上的第一人口大国，对住房的需求量比其他国家来得更加庞大，房地产行业的重要地位在经济建设中不言而喻。

　　　现今的城镇住房主要是以商品房为主，这样就使得一大批以房地产开发为业的企业应运而生，而今年来，房地产行业对国家gdp的贡献在国民生产总值中叶占了很大的比重，导致房地产行业过度热门，大批量的资金流入房地产市场，给原有的一些老牌房地产开发企业造成了冲击；这种市场情况下，企业的品牌就显得尤为重要，只有好的品牌，才能得到消费者的信赖，尤其像房产这样的价值比较高的商品，企业的品牌形象和信誉能直接与企业的销售业绩和行业地位相关，如何塑造良好的房地产开发企业品牌形象，是当前大部分房地产开发企业要在市场竞争中解决的首要问题。

　　　本文以旭阳地产为例，研究该企业在品牌塑造中的模式，希望能对其他广大的房地产开发企业塑造其地产品牌形象有所帮助，使其在市场竞争中得到良好的发展。

关键词：竞争  品牌  塑造  模式

ABSTRACT:With the development of our economy, and China is accelerating the process of city construction, urban housing construction work are also increasingly hot, because China is the world's most populous country, demand for housing is more complex than in other countries, the important position of the real estate industry it is self-evident in economic construction.

　　　Today's urban housing mainly commercial housing, so that a large number of real estate development business emerge as the times require, and this year, the real estate industry contribution to the national GDP accounted for a large proportion in the gross national product of the middle, leading to the real estate sector is too hot, the mass inflow of funds into the real estate market the impact of the original, to some veteran real estate development enterprises; the market conditions, the enterprise brand is particularly important, only good brand, get the trust of consumers, especially as property as a relatively high value of the commodity, brand image and reputation can direct position and enterprise sales and industry, how to shape the brand image of enterprises engaged in real estate development good, is the primary problem to be solved in the market competition in most of the current real estate development enterprises.

　　　In this paper, in order to Xuyang estate as an example, research on the enterprises in brand building mode, hoping to other real estate development enterprises in shaping the real estate brand image to help, to be good in the market competition

Keywords：compete；brand；mould；mode