Study On Long Term Growing Strategy Of China Real-estate Development Company

After abolishing distributing of lodgings system, a lot of financial Institutes began to deal with business of Real-estate mortgage Loan. Huge profit in Real-estate business made a lot of company had not been concern in before start to invest in Real-estate market. In process of time, market had grown and competition in market had became serious. To prevent of fast rising of house price, Chinese Government start to execute policy control Real-estate market at May 2005. After Government controlling market, the small and medium company had been at a crisis caused by poor finance ability and lack of Human capital and management skills.After the policy control real-estate market, the trend in the future of Real-estate enterprise to effect economies of scale is heading for merger between Real-estate companies. Real-estate market in future will be dominated by a minority own competitive brand power. Therefore the company don't have strong brand influence in the future will be excluded from market. The brand management is the important method for superiority in long term competition. In China, Study on Real-estate brand management is at primary level remains to be improved.This thesis first introduce the concept of difference between the Brand and the real-estate brand. And then to insight the growth trend of real-estate market, refer to History of real-estate growth in china and difference from foreign real-estate brand growth model.On the baisis of analysis of the brand trend and brand management, this thesis study LCC(Life Cycle Cost) concept's importance in brand management and real-estate company's long term growth strategy.Furthermore this thesis creates LCBV(Life Cycle Brand Value) concept based on LCC and simple quantitative analysis model value LCBV(Life Cycle Brand Value) in real-estate development project.