Dynamic Construction Of Real Estate Developer Brand Symbols

In resent years, with the flourishing economy of China, the industry of real estate has been unprecedentedly developed, which has promoted the developing of nearly 50 concerned industries. Also, as a new developing industry, the creative industry is booming in China and influences the real estate industry with each other, which constitute an interdisciplinary area of the two industries and made up a new background of the real estate industry. This is the background of the thesis.First of all, this thesis does a macro analysis on the environment of the interdisciplinary area of the real estate industry and creative industry, point out that the combining of the tow industries is the need of the developing of them, and is decided by the promoting need hierarchy of customers. The interdisciplinary studying highly concentrated on the dynamic construction of brand symbol.Secondly, this thesis analyzes the symbol value, brand symbol and need hierarchy of customers, and studies the history and development of China real estate industry. As the background of which, the thesis makes an interdisciplinary studying of brand symbol. Then, it gains the opinions and conclusions as follows: (1) after entering into the consumer society, customers pay their attention on consuming of the symbol value. And, brand symbol is the medium of symbol value and customer needs of spirit and culture. (2) Only when the need hierarchy of customers reaches a high level, on which the customers don't just satisfied with utility value of commodity but pay more attention to its symbol value, can the developers begin to try the dynamic construction of brand symbol. The process from utility value to symbol value, that causes dynamic construction of brand symbol, is promoted by development of need hierarchy of customer, too. (3) The combining of real estate industry and creative industry has become the motive force of development of dynamic construction of brand symbol for the developers. (4) There are different characteristics in each period of development of real estate industry. The brand symbol changes from property productions to special idea and culture of residence, which become more and more unique and can't been copied by other competitors easily.Finally, this thesis explores how to construct brand symbol of a developer, which will make this these become more scholastic and utilizable.