The Research About Brand Strategy Plan Of The Real Estate Enterprise

The fact of people's multiplex consuming conceptions results in the co-existence of the function utility style,the feeling enjoyment style and the self-expression style consuming conceptions. As to the real estate, the conceptions are not content with the reinforced concrete property, but they care more of the additional values, such as feeling expression, personality display and the spirit repose. The brand concept in real estate field has been increased with the development of the consumers' brand consciousness and the real estate firms' brand action. And with the fast development of the real estate in our country, the consumers' requirements appear more multiplex and personal, and the market presents more reasonable and prescriptive. These changes have made the original comparisons in price,scale,quality and function between the firms into the current brand comparison. Planning and executing the brand strategy management has been the certain way of the existence and development of the real estate enterprises. Also, it's the best way to constantly expand the market shares and earn the excess profits. This article is to find a more scientific and useful theory and method in real estate brand strategy plan.At first, the basis concepts and the relative theories of the real estate brand are researched in this article. Then, the development of the brands of real estate enterprises are analyzed focused on the differences according to the late macro controlling policies and measures and a lot of examining data, which is combined with the properties of the real estate and the Bolter Theory.In the research of the real estate brand strategy plan, the brand competition indices system and the assessing model have been established based on the value chain and the fuzzy method, which started with the research of the brand competition, and improve the value chain model of the real estate enterprise. Then, guided by the real estate brand theory, the real estate brand strategy plan has been deeply researched in the aspects of brand location, spread, expansion, distension and unity. Moreover, the relative planning methods have been given. Finally, the problem how to execute and protect the real estate brand strategy is set forth.