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A Study On Brand Strategic Management Of Real Estate Industry

Posted on:2005-08-06Degree:MasterType:Thesis
Country:ChinaCandidate:T Q LiFull Text:PDF
GTID:2156360152980319Subject:Management Science and Engineering
Abstract/Summary:PDF Full Text Request
With the support of national macro-policy, town housing system advancing deeply, the inhabitant's lodging conception changing significantly, the resident's lodging consumption starting up effectively, house commercial system being established basically and the investment on real estate growing continuously and rapidly, real estate has been one of the most important industries in our civil economy, which promotes positively such aspects as improving the living conditions of citizens, enforcing investment and consumption rise, enlarging social employment and so on. As the time of housing highly hard-up ends, people require more on the quality and function of their houses, then it starts a new era of lodging requirements. With real estate changing from seller's market to buyer's market, housing requirements turning to coziness type, the increasing mode transforming from quantity type to quality type, industrial level turning from traditional model to modern models, like: ecotype, intelligentization, and industrialization and so on, the framework of real estate is now come into a period of transformation and adjustment. During this transforming process, the brand of real estate, as a essential recourse and asset, will tremendously promote science and technology progress and industry development, as a result, the establishment and promotion of the brand will crown all over the industry. Combining with the great environment and trend of brand development and competition in real estate, this dissertation runs through the theme of brand strategy management in real estate, includes seven organic parts, those are preface, summarization of brand, cultivation of brand, strategy analysis, demonstration study, extension of brand and conclusion, analyses the status quo and current of the development of real estate and its brand, expounds on the concept and character of real estate brand and stratagem importance of establishing the brand, emphasizes on strategy analysis of brand management, and does the demonstration research. This dissertation focuses on research and innovation in the following aspects: 1.make a whole diagnosis on the status quo of brand management in real estate in our country; 2. make a compare research on brand management of real estate between home and abroad; 3.use the relative theory on strategy management and brand marketing, form the process of brand management in real estate; 4.use marketing theory, analysis the strategy of putting the brand of real estate into practice. 5.integrate the brand establishment of Vanke Realty, summarize the referenced and extendable experiences on brand management.
Keywords/Search Tags:real estate, brand management, marketing strategy, brand extension
PDF Full Text Request
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