The Research Of The Real Estate Brand Building

With the fiercely competition in the real estate market and the transformation to the buyer market, encountered with the shrewd and reasoning consumers, some enterprises of real estate have realized the significance of cultivating and managing their brands, which can help them to take possession of the market and develop the market share. It is indicated that the real estate industry has entered the era of branding. In-depth research in the branding of real estate has become a crucial problem with imminence.Based on the systematic analysis of the real estate current situation and developing course, this article elaborates the brand definition,the brand composition,the connotation,the target and the principle of the brand building, and establishes the foundation of the brand building.For building the brand of the real estate, the article analyses the real estate market,the background and the current situation of the brand building and the research achievement of the brand building. And then the article discusses the brand value and the brand structure.At last the article pointes out the concrete route of the real estate brand building: the customer position is the premise, the good quality is the foundation, the real estate culture is the core, the creation is the drive, the marketing is the guarantee and the construction of the enterprise's core value is the objective.