A Study On The Brand Establishment In Real Estate

The Chinese real estate has gone through a winded historic development. With the progress of commodity houses development and reformation of housing allocation, the supply of commodity house is bigger than the need of that and consumers become the main parties of the house market. Therefore the brand establishment becomes the tendency of the heated challenge in real estate market. With China's entry of WTO and because of the specialty of commodity house the brand establishment in real estate must develop.What is the brand establishment? How to build it? The author studies it based on the investigation of Longhu Garden and the research on the noted domestic real estate developers.To the consumers the brand establishment will lower the cost of information collection, avoid the risk of purchase and form preference of brand. To the real estate developer it will help the enterprises not only avoid the simple competition on the quality and price but also raise the added value of property and the industry concentration ration, promote the optimization of industry structure and enhance the ability of risk resistence.The strategy of CI shall be fully applied on the brand establishment so that the positive figure of the enterprise can be built up. The brand establishment shall reflect the characters and core competence in the fields of quality,marketing and sale and property management. In the area of quality the plan and design are the bases, construction quality is the protection and the application of science and technology is the content in order to build a nice living circumstance for the consumers; In the area of sale and marketing rational and efficient sale and marketing information system shall be set up, market classification and situation analysis shall be focused on and strategies of advertisement,promotion,prices etc shall be adopted to enlarge the reputation and raise the market occupation rate; In the area of property management the satisfaction is the sore standard of judgment, the property management firms shall be set up as to the required criteria so as to avoid the short eye-sighted action and establish the brand in systemization and characterization.