1. Reflection of market core positioning

　　随着策划机构介入，房地产开发日趋规范，在楼盘沙盘模型的市场定位完成以后，楼盘命名就是市场核心定位的反映。楼盘名称或文化底蕴深厚，或意味深长，或灌输新居住理念，或反映地域特征，或展示品牌形象，或诉说亲情温馨，总之与楼盘定位紧密相关。

　　With the intervention of planning agencies, real estate development is becoming more and more standardized. After the market positioning of the sand table model is completed, the naming of real estate is the reflection of the core market positioning. The real estate name or cultural heritage is deep, or meaningful, or inculcate new living concept, or reflect regional characteristics, or show brand image, or tell the family warmth, in short, it is closely related to the positioning of the real estate.

　　2．市场的驱动力

　　2. The first driving force of the market

　　楼盘名称是面向市场的诉求。一个极具亲和力、给人以审美愉悦的楼盘名称，可让客户产生印象，并会强化置业者的印象，虽然未必起决定性的作用，但富有内涵的案名，至少可吸引目标客户对楼盘本身的关注，以至于引发现场看房的欲望。成功的案名使全程策划与营销战略事倍功半。

　　The name of real estate is the first demand facing the market. A real estate name with affinity and aesthetic pleasure can make customers have a first impression and strengthen the first impression of home buyers. Although it may not play a decisive role, the case name with rich connotation can at least attract the attention of the target customers to the real estate itself, so as to arouse the desire to see the real estate on site. Successful case name makes the whole process planning and marketing strategy with half the effort.
               

　　3．给置业者的心理暗示

　　3. Psychological implications for home buyers案名的印象，贯穿于房地产营销的始终，甚至在整个看房、选房、签约的过程中，都发挥着潜移默化的作用，它的功能性、标识性、亲和力都会给顾客以强烈的心理暗示与鼓动。

　　The first impression of the name of a case runs through the whole process of real estate marketing, even in the whole process of looking at the house, selecting a house and signing a contract. Its functionality, identity and affinity will give customers strong psychological hints and encouragement.

　　4．开发商给置业者的承诺

　　4. The promise of developers to homebuyers楼盘名称实际上是开发商为自己楼盘向置业者的公开承诺，开发商既要使楼盘属性、功能与楼盘名称相一致，而且要保证名实相符——案名引发置业者美丽的憧憬与楼盘的现实存在相一致。

　　The real estate name is actually the developer's public commitment to the property owner for his own property. The developer should not only make the property and function of the property consistent with the name of the real estate, but also ensure that the name is consistent with the real estate name.

　　5．楼盘市场品牌的昭示

　　5. Brand announcement of real estate market好的楼盘名称有横空出世与非同反响之感，当它或的职业者的喜爱和认同时，就可以起到促进销售的效果，甚至可以成为品牌，这对于大型住宅区分期开发楼盘的后期销售至关重要，意义重大。

　　A good real estate name has a sense of being born out of the sky and different repercussions. When it or the professional likes and recognizes it, it can promote sales and even become a brand. This is very important and significant for the later sales of the staged development of large residential areas.