| China's real estate industry is confronted with big challenges. The market has shifted from quality-oriented and price-oriented to brand-oriented. It is indicated that the real estate industry has entered the era of branding. Some wise enterprises of real estate have realized the significance of building up and managing their brands, which is a great help for them to successfully enter into the market and to improve their market share. Comparatively, China's national real estate brands are inadequately developed. Therefore, profound researches for the brand market of its real estate are urgently needed. The thesis starts with the basic theories and methods of strategic brand management, and presents some typical examples and cases in this region, and gives some modest proposals on how to systemically build up the brands of China's real estate.The study in this field is involved in establishment and management of real estate brand. It is based on marketing theory and branding theory of management science, it is utilized by social science methods, such as document study and investigating analysis. To the target, the first step is to define the proposition "establishment and management of real estate brand", including brand ideas, the constitute of real estate brand, brand image, brand value, consumer study, brand property management, brand communication, and some other relative studies.Finally, the thesis uses Xinjiang Guanghui Real Estate Company as an example, and presents the strategies and operation model based on the company's situation. |
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