Research On Brand Marketing Of The Real Estate Enterprises In China

Real estate of our country has been the consumer hot point of inter demand and new increasing point of our economy for quick development of twenty years.However, the competition of real estate market has been sharper and sharper, it has been from competition of quality and price to competition of brand. Brand competition has been the important way of the firms increasing marker occupy rate and profit rate.On the basis of the brand theory and the brand marketing theory, at the first, this paper summarizes the real estate brand concept, characteristics and manifestation, functions, the necessity and function of the real estate enterprise' implementing the brand marketing. And the paper embarks from the brand marketing present situation of our country's real estate enterprises, then carries on the analysis and elaboration to its existence certain questions. Next, this paper takes the brand marketing theory as the instruction and links to our country reality, then systematically designs a series of brands marketing strategies for the real estate enterprise of our country. From the determination of the real estate brand construction's core and content, to the brand localization, the brand design, the brand conformity marketing dissemination, the brand operation and the maintenance, the brand extends with the expansion. Finally, because our country real estate industry starts later, mostly real estate business management is backwardness, the specialization is not strong, the operation is not standard, the product function and quality are guaranteed with difficulty, so the real estate enterprises are radically unable to implement the truly feasible brand strategy. Regarding this, this paper proposes some correlation safeguard measures, which has the stronger reality instruction significance to the real estate enterprises' sustainable development of our country.