Study On Real Estate Enterprise Brand Building And Enhancing Competitiveness Strategy

The competitiveness of the real estate business is built on enterprise human resources, technology, brand, management, and cultural advantages based on the land, capital, market information and other resources integrated reflect in the market. By the real estate implications of the competitiveness of enterprises, we can see, the brand is the core competitiveness of the real estate business elements, therefore, the real estate company brand awareness, brand strategy, through building real estate brand to enhance competitiveness imperative.The paper on the status and competitiveness of the real estate business real estate brand situation analysis, development strategies around the real estate business, from the brand concept system, the real estate business within the building, and enhance brand building, brand promotion and planning of real estate companies and real estate corporate brand management, the article suggests the real estate business development for brand building features a theoretical system of real estate brand building thus given the proposal to enhance the competitiveness of the real estate business objectives.In this paper, qualitative and quantitative aspects of real estate brand building and enhancing competitiveness, and through a number of related cases to analyze and summarize the theories and methods attempt to draw. Use of literature study to gather literature research, research-related research, practice and other information and order summary, induction, extract useful information on the paper; survey of real estate companies operating in the results of the data, the internal staff of the brand recognition knowledge, evaluation and stakeholder expectations and the brand status of the other competitors, and comparative analysis with research and comparison of competitor brands; quantitative and qualitative analysis of the deficiencies in the real estate business; and analysis of business priorities weaknesses and opportunities and risks faced by discovered the true competitiveness of enterprises, the selected target market, analyze the brand status; of real estate brand evaluation system and method.The purpose of this study is that the real estate business by exploring the theory and method of brand building, establishing a relatively systematic corporate brand building on the real estate the basic theoretical framework, in order to serve China's real estate brand building and enhance the competitiveness of the practice.