随着我国经济的快速发展以及城市化的加速推进，房地产企业发展很快，但是国房地产企业间的竞争也愈演愈烈。随着中国政府对房地产市场宏观调控的力度不断加大，房地产市场面临着重新“洗牌”。因此，我国房地产企业只有加强企业的品牌营销，才能在激烈的市场环境下发展壮大。

总体上来说，目前大多数国内房地产企业对于行业将面临激烈的竞争还没有引起重视，还没有意识到营销宣传对于企业持续发展的重要性，没有形成品牌营销理念，仍然停留在一些“推销”观念的层面上，而且策略与国际房地产企业营销水平相差甚远。因此，在当前经济环境下，房地产企业品牌营销尤其重要。

本文首先系统阐述我国房地产品牌营销的有关宏观环境、房地产营销的概念和内涵，并进一步阐述房地产的营销实施的流程和方法。最后结合具体X地产和M项目案例对房地产企业品牌营销和房地产项目品牌营销的实施过程进行了详细的论述。

关键词: 房地产、品牌营销、宏观调控、营销环境

With our country's rapid economic development and accelerate urbanization, the real estate business has developed very rapidly, but the country the real estate business is also growing competition between. With the Chinese government's macro-control real estate market continue to intensify efforts, the real estate market is faced with re-"shuffle." Therefore, China's real estate enterprises to enhance their brand marketing can be in the fierce market environment to grow and develop.

In general, the current majority of the domestic real estate enterprises for the industry will face fierce competition has not attracted attention, also do not realize that marketing campaign for the importance of the sustainable development of enterprises, there is no concept of brand marketing, still remains at some "marketing" the concept level, and international real estate strategy and a far cry from the level of corporate marketing. Therefore, in the current economic environment, real estate enterprises is particularly important to brand marketing.

The paper first systematically expounded China's real estate brand marketing of the macro-environment, real estate marketing the concept and connotation, and to further the implementation of the real estate marketing process and methods. Finally  we study the X real estate business real estate brand and M Project brand marketing ,we can anaylsis the the implementation processand detail.