The Relationship Research Between Brand-loyalty & Price Promotion In Real Estate

In recently ten years, with the development of real estate industry of our country, some enterprises of real estate have realized the signfication of cultivating and managing their brands, which can help them to take possession of the market and develop the market share. It is indicate that the real estate industry has entered the era of branding. Therefore when some enterprises make market strategy they ignore the brand loyalty. Especially with drastic price promotion, more and more brands of real estate had been hurt. As we know the price promotion has benefit for the short-time sales, but has the bad influence of the long-term benefits in brand. The purpose of this article is that to find out a way which can fix the relationship between brand loyalty and price promotionFirst, the writer states some theories about brand loyalty which have been researched by experts and scholars from different countries in many years ago, and analysis that the real estate brand loyalty has the very important effects on brand building and development.And the writer think sales is not the real goal of marketing. It is the first step to build a brand loyalty, and find a way to raise a chance that would transfer common consumers to loyalty consumers. The next, the writer sets out for present condition of the price promotion of the real estate industry. And the writer state some experts in the field about marketing analyze price promotion have the existent usefulness with inevitability.Next, the writer explains the price promotions could increases sale in short time, and destroy brand loyalty. Then the writer try to built a model about brand loyalty and price promotionand explain price promotion how to stabilize the brand loyalty. At last, the write analyze the methods of price promotion, the depth of promotion, and the frequency of promotion how to influence consumer purchasing intention, and brand loyalty. And the concluding the relationship between brand sensitivity and brand position, brand loyalty and price promotion depth, price promotion depth and consumer purchasing.The writer try to find a way that can let the sales could keep real estate brand loyalty during the period of price promotion. The way the writer finds out that could avoid malignant price fought, and increase real estate brand loyalty. It could avoids our country's real estate brand fierce competition, and raise the competitive advantages in the future.