Study On Brand Building Of Small And Medium-sized Real Estate Enterprise

With China's real estate market development, the competition is growing among real estate development enterprises; the era of the brand competition has been coming. Facing to State policy adjustments, the expansion of large-scale real estate enterprises, foreign-funded enterprises to enter, the vulnerable groups in the small and medium-sized real estate enterprises in a jam are both opportunities and challenges. The small and medium-sized real estate development enterprises face an increasingly competitive market situation; they must take the road of brand building relying on projects and servicesBased on the method of theoretical and empirical analysis, combined with theory of relevant brand building, this article described thinking and concrete actions of the brand building of small and medium-sized real estate enterprises. Small and medium-sized real estate enterprises in brand building will be limited by some factors, such as enterprise development projects, the scale of enterprises, financial enterprises, the quality of personnel constraints. In this paper, taking Shandong Haimeng Industrial Co., Ltd. as study object, found some questions affecting the brand building, such as inadequate understanding of brand building, the lack of the right brand concept, non-standard property management system, the lack of management talents, organizational security is not in place, etc.Combined with the current real estate market characteristics of Dongying City and company own status, pointing out that companies in brand-building process must correctly handle relationships between the project brand and corporate brand, enhance brand awareness for the staff, enhance their service levels, strengthen their own management, implement accurate brand positioning on the basis of product quality, improve the effect of brand spread and popularization.In today's competitive market, only those small and medium-sized developers who understand their own strengths, weaknesses, detailed analysis of the actual market supply and demand needs, seizing market opportunities, establishing suitable strategy for the development of the enterprise's brand can develop continually.