The Construction Of The Brand Management Strategy System In Real Estate Enterprise

After development of several decades in the real estate market of China, with the national relevant policies and regulations' publicing and consumer's constant, the market is becoming normal. As to real estate enterprise, the integration is surfacing again. The enterprises are facing accelerating their growth with more normal management idea . And according to experience of other trade development, after developing into certain stage in trade, enterprise's brand becomes the competition main means. As to real estate trade, under the circumstances , which is marketing outside and growing up inside, on the double function required, the construction of enterprise's brand system of the real estate just becomes an imperative thing.On the theory circle, the argumentation about the brand emerges is huge, generally speaking, these theories all proceed from two angles. The first angle, it is described by a kind of macroscopical goal of regarding brand as the company, which lies strategic aspect of enterprise, corporate culture, enterprise aspect of idea;Another kind is a respect in the marketing tactics of regarding brand as enterprises, it is a detail lying in the products field. This text thinks that the aspect is not belonging to macroscopical goal of brand, and not belonging to products too. It is an aspect which belongs to enterprise's management strategy, which is one kind of the company that manages strategic choice. Exactly proceed from this, the text combines some particularity of enterprise's operation of the real estate, plan to construct enterprise's brand management strategy system of a real estate.In the present real estate enterprises of our country, great majority begin to construct it's brand system of enterprise already, and practice in this respect form some theories with directive significance too. But really combine the relevant theories of enterprise's brand , and proceed from characteristic of real estate, and offer one suit real estate enterprise brand of operation article of management strategies are still a little. The text exactly proceeds from this, combining some thoughts that I study in the real estate brand, and construct the system frame of a real estate enterprise's brand management strategy which is suitable for practical application, and has carried on the corresponding argumentation to the concrete problem in the system.