Research On The Moulding And Management Of Brand Of Real Estate Development Enterprises

With the development of market economy and the formation of a healthy real estate competition system, the real estate industry in China has been involved in the new era of brand competition. The competition of real estate is changing from quality to brand. It means real estate development enterprises are facing both opportunities and challenges.At present, some domestic real estate development enterprises have already formed a number of well-known real estate brands, such as Zhonghai real estate, Vanke, Hopson, Goldfield, SOHO China etc.Comparatively, China's national real estate brands are inadequately developed and have a lot of problems such as the weak brand awareness,the lack of systematic brand-moulding, the disjunction of product brand and enterprise brand, the lack of ability to keep on growing, the lack of the integration propagate and the inferior content of brand value etc.Under the pressure brought by the changing domestic markets, real estate development enterprises have to implement brand management strategy to survive in the complex environment and then proceeding its sustaining developing. So it is essential for us to do systematic research on the moulding and management of brand of real estate development enterprises.By combining the brand marketing theory and the specialities of real estate brand, the study focus on the question of how to mould the real estate brand. The thesis firstly analyzed the feature of real estate brand,through the analysis, the value of brand-moulding is adequately illustrated. Then builds up a specific and systematic framework for the moulding and management of brand of a real estate development enterprise. The core content of the study is structured with the operating process of brand moulding and management, It can be divided into five parts: brand planning, brand implementation, brand communication, brand expanding and brand maintenance. The thesis also quoted a number of representative enterprise cases in brand marketing to prove and illustrate the systematic operating process.