| Recently, with the support of national macro-policy, town housing system advancing deeply, the inhabitant's lodging conception changing significantly, the resident's lodging consumption starting up effectively, house commercial system being established basically and the investment on real estate growing continuously and rapidly, real estate has been one of the most important industries in our civil economy, which promotes positively such aspects as improving the living conditions of citizens, enforcing investment and consumption rise, enlarging social employment and so on. As the competition in real estate industry becomes more and more intense, and the real estate market tends to be standardized, the success of real estate project does not depend on some distinct ideas any more. House has becomes investment merchandise form only consumer goods, and the market has becomes a buy-off market form a selling-off market gradually. Facing intense competition, more and more real estate company starts to consider how to improve its competition ability and won the competition advantages in the complex market. Therefore, it has become the conception and action of many influential real estate development enterprises to build and upgrade brand competitiveness.This paper is divided into 6 parts. PartⅠI ntroduction. Background and methods and truss for the study are discussed. PartⅡ, definition and interpretation of some basic concepts. Discussed the sources of brand competitiveness for real estate enterprises in our country. PartⅢis the most important part. It concerns the evaluation of brand competitiveness of real estate enterprises in China. Used the mathematic method to measure the competitiveness. PartⅣthe cultivation of brand competitiveness. PartⅤ, analysis of the advanced real estate enterprises—Wanke and Jindi's success for example, summarize the referenced and extendable experiences. At finally, partⅥhas a simple summary and some new ideas in brand competitiveness. |
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