Study Of Real Estate Brand Strategy Based On Core Competence

With macro control impact on real estate and consumers' more and more mature, real estate companies recognized the importance of brand to them and start to explore how to build real estate brand. Some real estate enterprises with good reputation have already succeed in a certain degree, such as Vanke, SunlOO, Zhonghai property and so on. However, because of developing relatively later, Chinese real estate firms have little experience in building brands. Most of them are short of continuous and overall brand strategy and exact brand connotation, cannot establish effective brand organization and brand structure, and cannot wield various marketing communications methods integrally and proficiently to popularize brands. At present, real estate brand image and position in mind of consumers are not exact enough, and brand impact in real estate market is very weak.The author thinks that problems of Chinese real estate companies are that property firms haven' t yet known thoroughly how to carry out real estate brand strategy and how to build strong brands, branding of real estate is still in the phase of marketing. According to status quo of real estate brand building, this thesis studied systematically branding theories and experience about brand building and management here and abroad, and then put forward the opinion of real estate brand strategy based on core competence.This thesis has five main parts. Based on theories of brand building, brand management and enterprises core competence, it has an overall analysis in conditions of implementing brand strategy and building strong brands. And then, this thesis discusses how to carry out brand strategy and building strong brands around real estate brand core value abstraction, brand identity system building, brand position, brand communication, brand structure and brand expanding.Part one dwells on the concepts of brand and strong brand, theories of brand building and management, real estate brand connotation and core competence theory, and the theory of real estate brand strategy based on...