Project Brand Building Of Small And Medium-sized Real Estate Enterprises In Hefei

Project brand is the cornerstone of the corporate brand, and is an important part of the enterprise project management process which cannot be ignored. In recent years, the real estate industry develops rapidly, but the current environment and form are so complex in the industry, in the development process of real estate enterprises, especially SMEs, the importance of brand management prominent. From the concept of the real estate brand, this paper studied the establishment process of small and medium-sized real estate brand raised the specific application in the actual project, it has an important guiding significance for improving the competitiveness of small and medium-sized real estate brand for further study and laid an important foundation.As to the development of profiles for the real estate industry in Hefei, it carried on a more comprehensive analysis of the real estate market in Hefei, and then through the analysis of bargaining power in the service supply chain, the bargaining power of buyers, new entrants threat, alternatives, industry existing competitor, it came to the conclusion of the competition in the industry faced by small and medium-sized real estate enterprises in Hefei, summarized the main source of competition in the industry are facing for Hefei small and medium-sized real estate enterprises, and expounded the fundamental source of competitive.Through the analysis of projects brand management of small and medium-sized real estate companies in Hefei, combined with the general elements of real estate projects brand building, it put forward the choice of element in brand establishment for small and medium-sized real estate, it used questionnaires to obtain basic data and the composition analysis of the various elements to screen the main factors, ultimately selected16factor as a potential factor to establish elements from64brands element variable, and carried on further analysis and research, proposed countermeasures for the establishment of brand for small and medium-sized real estate enterprises in Hefei.Based on the above brands to establish countermeasures, it’s applied to the GHC company’s CC brand establishment process, combined with the current status of GHC and CC,it proposed the target of the CC project brand establishment, based on principal component analysis to select the relevant elements and eventually submit a specific implementation measures, through the analysis of the results to establish the project brand, recognized the lack of establishment process and improvement strategies.