Research On The Brand Strategy Of Real Estate Enterprise

After entering into the 21st century, real estate market has walked out from the case of craze and foam of the 1980's, and becomes more and more mature in the market. Furthermore, by inquiry of the shrewd and smart 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 get 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 urgently.This essay is to study the concept, the type and the property constitution of brand by the elementary theory and method of the brand. After the special attribute of real estate is used, its brand elementary theory is to be studied, and the type and the brand property constitution of real estate brand are to be analyzed. Basing on the analysis, the article also studies optimizes and establishes the real estate enterprise's value chain by the specialized division of labor.This essay is divided into three parts to research the background of real estate: First of all, it analyzes current situation of investment, development and marketing of the real estate; Second, using the newest policy and measure of national macroscopic regulation, it analyzes the effect of the real estate; Finally, according to the situation of brand management, it analyzes the brand strategy of real estate in current.In the research on real estate brand strategy, firstly, this article proposes to the value appraisal of the brand real estate, and is aim to establish appraisals system. Secondly, it researches brand strategy of the real estate including the localization, the expansion, and the coalition. Then it establishes the real estate brand strategy model. This article studies 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 Wanke Group.