Study On Real Estate Enterprises Brand Building

As the competition in real estate enterprises 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 become investment merchandise from only consumer goods, and the market has become a buy-off market from a selling-of 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 brand and upgrade brand. Establishing and building brand has become the important means of a lot of actual real estate developers. But as highest competition, brand competition is destined to be the major competition in domestic real estate market.Structured with brand management, this thesis discusses the brand management from the theory and practice. Brand building might enhance the core competition of enterprise and the added values of products so that real estate companies could easily control the market. Brand development for real estate enterprises experiences three phrases from the beginning of management chaos to seriously brand research and building. Accompanying by the improvement of management level, some well-known brands for real estate enterprises in China appear, but generally, brand development is still in lower phrase. This thesis puts forward brand building on the basis of introduction of brand current situation and existing problems in China. Brand building for real estate enterprises is a systemic, long-term process. The management of brand is the total appellation of all works that will be done in the process of cultivating and maintaining the brand through scientific design and accurate operation. In fact, it is a complete marketing strategy emphasizing on brand. Comparing with the strategy emphasizing on profit or market share, it takes the management of brand as the main task and the start point.In the research about real estate brand strategy, firstly, this article proposes to the real estate brand value appraisal, establishes the appraisals system. Second, this researches to the real estate brand building including the localization, the spreading abroad, the expansion the extending, and the location. At last, this article provides the means which the brand building carries out.