品牌、交易成本与房地产品牌

交易成本是品牌产生、创建与品牌价值形成的关键要素。房地产商品特性和政策约束,使房地产交易成本呈现“部分刚性”,从而加大了房地产品牌创建的难度。房地产企业应在经营规模、产权确认、信息供给和交易执行机制上作出努力,通过降低购房者的交易成本,方可有效创建房地产品牌。

Brand, Transaction Cost and Real Estate Brand

Based on the theory of new institutional economics, the paper makes a new explanation of brand and the value of brand, It is thought that the transaction cost is the key to the formation and establishment of brand and the formation of brand value. Due to the distinctive features of the real estate commodities and constraints of policies, the transaction cost becomes "partially rigid", which makes it more difficult to establish the brand of the real estate industry. The enterprises of real estate industry should make greater efforts in the scale of production, the definiton of property rights, information supply and enforcement of contracts, Through the reduction of the transaction cost of purchasers, it is possible to establish the brand of the real estate industry.