Study On The Brand Strategy Of Real Estate

After coming into the 21 century, real estate market has walked out from the craze and foam in the 1980, and become more and more mature and intellect. Furthermore, encountered with the shrewd and reasoning consumers, some enterprises of real estate have realized the significance of cultivating and managing their brands, which can help them to take possession of the market and develop the market share. It is indicated that the real estate industry has entered the era of branding. In-depth research in the branding of real estate has become a crucial problem with imminence.This article studies the brand concept, the type and the brand property constitution by the brand elementary theory and method. Then using the special attribute of real estate, studies its brand elementary theory, and analyzes the type and the brand property constitution of real estate brand. Basing on the analysis, the article studies the real estate enterprise's value chain, and optimizes the real estate enterprise's value chain by the specialized division of labor, and establishes the new real estate value chain.This article is divided three parts to researching the brand background of real estate: First of all, it analyzes the real estate present situation from the real estate investment, development and marketing. Second, using the newest policy and measure of national macroscopic regulation, it analyzes the effect to the real estate. Finally according to the situation of brand management, it analyzes the present situation of real estate brand strategy.In the research about real estate brand strategy, firstly, this article proposes to the real estate brand value appraisal, establishes the appraisals system. Secondly, it researches to the real estate brand strategy including the localization, the spreading abroad, the expansion the extending, and the coalition. Then it establishes the real estate brand strategy model. This article studied the difference strategy in the general competition strategy, which makes reference to the real estate characteristic and the Potter's theory. At last this article provides the means which the strategy carries out, and to analyzed the brand strategy case of Wanda Group.