Study On The Enterprise's Brand Strategy Of Real Estate

The real estate progressively rises and becomes one of the pillar industry in national economic structure of our country in the development over the past 20 years. With the improvement of living standards of the people and the consumption idea increasingly maturing, the real estate market has gone through a change from seller's market to the buyer's market, meanwhile, after real estate has gone through tangled warfare between the inferior brands, the birth of famous brands and eliminating warfare between famous brand and inferior brands, a meeting engagement between famous brands , some domestic real estate brands, such as Shenzheng Wanke , Zhonghai real eastate, Jindi etc, have already formed certain scale and accumulated suitable brand assets.But looking at the whole house property market, there are a lot of problems such as the weak brand awareness , the inferior content of brand value and the lack of the integration propatage etc, these problems comes from such factors as current situation of development of real estate , characteristic of the real estate products and relevant policies etc. As our country entering the WTO and more external investors entering the real estate field, it will impels the sharply market competition in real estate. Shenzhen Wanke obtaining the outstanding accomplishment according to carrying out the strategy of the innovative brand as well as the practice of some famous brands, all of these prove that the implementation of the brand strategy is the inevitable choice in the market competition of enterprise.An Enterprises has the deep era background and enterprise's culture background when it chooses and carries out the brand strategy. It can be said , it is not reproducible as success of Shenzhen Wanke. So this text takes Shenzhen Wanke as an example and studies the brand management of the real estate enterprise , I analyses not only the content and execution of Shenzhen Wanke's innovative brand strategy but also its brand localization and brand developing route at the same time . I also study how real estate enterprises realize three effective combination among brand location , brand developing route , the choice and execution of the brand strategy in management and administration. I hope to contribute some reference to carrying out brand strategy management in real estate enterprises of our country.This text divides five parts in all. The first part is an introduction. In the part, I expounds the motive of the thesis selected title and confirms research object and method ; Second part is the analysis of Real estate enterprise brand current situation. I expounds era background of brand management strategic research to of our...