Real Estate Enterprises In Brand Building

Academic paper is the applied verification to the related theory of brand by way of practice of the enterprise management. Beijing Tianhong Group is a real estate development group with an extensive scope and economic strength. By way of tapping and managing the intangible asset of the enterprise and bringing along the enterprise in competitive market, the group starts to carry out the management policy of brand in the enterprise. Through more than two years of practice, from the establishment of related system and management setup to the brand getting into the market, the construction of brand of Tianhong Group involves a lot of arrangement of ideas and segment of the enterprise management. This has constituted systematic management engineering. It has also laid sound foundation for the continuous operation and competitive of the enterprise, which is the long-term strategy of Tianhong Group. Based upon the brand construction of Tianhong Group, combining the related theory and market characteristics, the academic paper comprehensively analyzed the necessity, suitability and limitation of the business operation and management of the brand in the real estate enterprise.