| Real estate market of 21st century has changed from the quality of competition of previous years into the era of brand competition. The brand premium has become the most significant representative of the all-round ability.While coming to the brand premium research of real estate enterprise there are many studies on the influencing factors of the price of the real estate.but few researchers do study from points of consumers. Besides, no one has done empirical research of this theme. So, this paper aims to do research from the cosumers'points of view. We try to find out some factors that are selectable and controllable to real estate enterprise and will significantly influence the brand premium.On the basis of previous research, we define the meaning of brand premium, and conclude two dimensions of the brand premium that are premium breadth and premium depth. And we summarize four factors which mainly build up the controllable factors as the research's independent factors. They are the location of real estate,architectural features of real estate,service quality of real estate and cultural connotations of real estate. And there are also two controlled variables that may significantly affect the brand premium. They are brand positioning and brand public service announcing. All together, the research model is mainly made up of three components:the independent factors,the dependent factors and the controlled variables.As premium and liquidity premium has the similar characteristics, this paper proposes assumptions of premium force and the two dimensions of it separately which make the hypotheses in the form of group. The hypotheses are made of four groups of independent variables on the dependent variable and two groups of control variables on the dependent variable. All of them were tested by empirical analysis.Through a small sample of forecasts this paper obtained a formal questionnaire. On the base, it carried out empirical analysis of the 278 valid questionnaires from the final recovery. Mainly it used descriptive statistical analysis,validity analysis,reliability analysis,correlation analysis,regression analysis and ANOVA analysis. Which, through regression analysis verified the four hypotheses of variables; by single factor analysis of variance verified two groups of assumptions that of control variables.The results show that (1) Location of real estate and architectural features of real estate have significant impact on premium breadth. (2) Service quality of real estate,cultural connotations of real estate and location of real estate have significant impact on premium depth. (3)Service quality of real estate,cultural connotations of real estate,location of real estate and architectural features of real estate have significant impact on total prermium. And the two former ones are stronger than the latter ones. (4)Under different brand positioning, premium breadth and total premium have significantly difference. (5) Under different brand public service announcing, premium depth and total premium have significantly difference.At the end, the findings were discussed and analyzed, Besides, raised corresponding recommendations to strengthen the premium breadth,premium depth and total premium of the real estate enterprise during the process of brand positioning and brand public service announcing. |
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