摘要
在時代發展的進程中，企業想要得到更好的發展，在激烈的行業競爭中成為佼佼者，對企業的品牌進行管理和建設是必然的。而品牌管理戰略中的品牌形象在其中更是基礎和關鍵，而同樣品牌忠誠度也是在企業發展目標中必不可少的一部分，畢竟一般來說開發新的客戶比維持客戶困難。因而品牌形象與品牌忠誠度在企業的發展戰略裡面充當著不可或缺的分量。本文主要以房仲業的品牌形象與品牌忠誠度為研究物件，對兩者的關係進行研究和分析，通過發放電子問卷的形式得出業主們的一些主觀感受，最後以是否擁有房子為判斷依據剔除無效問卷20份，得到178份有效問卷，進一步運用軟體spss19.0對調查問卷資料依次進行了信度分析、效度分析、樣本描述性統計分析、相關分析與回歸分析，最後得出品牌形象中的兩個維度公司形象、產品或服務形象對忠誠度都有顯著的正向影響關係。並且從中得出了企業在可持續發展中，提高品牌形象和品牌忠誠度的一些方法和啟示，簡潔的說可以是：第一要形成自己的行銷策略來提高自身的企業形象，同時加大宣傳力度和建設企業精神信念；第二為了提升產品和服務的品質，在工程安全方面要加大注意和建設力度，在物業和銷售人員方面也要加大培訓，在產品和環境方面要先進行調研以便於符合現代人的審美和要求。
並列摘要
In the process of development, the enterprise wants to get a better development, to become outstanding in the fierce industry competition, the enterprise brand management and construction is inevitable, and brand management strategy in which brand image is foundation and key, in the same brand loyalty is an essential part of in the enterprise development goals, after all, generally difficult than retain customers to develop new customers. Therefore, brand image and brand loyalty play an indispensable role in the development strategy of enterprises.This article mainly to the real estate developer's brand image and brand loyalty as the research object, research and analysis on the relationship between the two, it is concluded that the owners by issuing an online questionnaire some subjective feeling, finally to have a house for judgment rejecting invalid 20 questionnaires, get 178 valid questionnaires. After that, the software spss19.0 was used to conduct reliability analysis, validity analysis, descriptive statistical analysis, correlation analysis and regression analysis on the questionnaire data. Finally, it was concluded that the two dimensions of corporate image, product or service image in the brand image of real estate developers had significant positive influence on the loyalty. Some methods and inspirations to improve the brand image and brand loyalty in the sustainable development of an enterprise are obtained. To put it succinctly, the first is to form its own marketing strategy to improve its corporate image, and at the same time, to increase publicity and build enterprise spirit and belief. Second, in order to improve the quality of products and services, more attention should be paid to engineering safety and construction, and more training should be given to property management and sales personnel. In terms of products and environment, research should be carried out to meet the aesthetic and requirements of modern people.