China Real Estate Development Enterprise Brand Management Research

In1998, China began to implement housing commercialization and monetization, the real estate market is gradually formed. Early real estate market is facing unprecedented housing needs of consumers, the market greatly suppressed the real estate product quality and brand promotion. In recent years, with our land and financial policies, trade system increasingly standardized and transparent, the real estate market competition is becoming increasingly fierce and the shift to a buyer’s market; the domestic real estate market changes, large-scale capital strength of competitors and foreign real estate enterprises have entered, the real estate enterprises launched a large-scale operation and different expansion, industry a level to rise quickly, the real estate product homogenization, the scale of enterprises and products of the competition will turn white-hot with each passing day. In the face of the real estate market supply and demand change and increasingly smart and rational consumers, brand influence is shown with each passing day, the brand has become a real estate enterprise core content of competition. China’s real estate enterprises in the fierce competition in order to survive and develop, must implement brand strategy, brand management.In this paper the definition of brand, brand, real estate brand meaning, characteristics, real estate brand effect were introduced in detail. Based on the brand theory, specific to the real estate brand management, the first of China’s real estate brand status, real estate brand management status and the existing problems were analyzed, and put forward our country real estate brand management strategy and suggestion.Finally, according to China’s current real estate market competition actual situation, using the method of combining theory with practice to demonstrate, for the real estate development enterprise system to carry out brand management to provide a number of ideas, methods and recommendations.This article mainly through the following four parts of the real estate brand management analysis:The first part mainly introduces the brand and real estate brand definition, features and functions.The second part is mainly an analysis of our country real estate brand present situation and existing problems, and on the causes of the problems are analyzed.The third part from the context of the market analysis, brand planning, brand design, brand authorized, brand promotion, brand monitoring, brand promotion, put forward the basic process of the management of real estate brand. And made SWOT analysis about the current real estate enterprises facing the market situation.In the fourth part the Vanke brand management as an example, analyzed Vanke brand and brand management of the road, verified by real estate brand management strategy to the enterprise development has an important role.