Study On Brand Strategy Of Chinese Real Estate Enterprises

The past over twenty years has witnessed China’s real estate market growing to a newhistoric stage. The whole market, however, is still in an imbalanced situation due to itsimmaturity in development and low concentration within industry. Besides, objectivefactors like unreasonable industrial structure have also led to an overall lack of brandawareness among real estate enterprises. As a result, the development of brandbuilding in China’s real estate industry is still in its early stage, lagging behind thedevelopment of the whole industry.Under adjustment and push of national macro-policy, the real estate market willgradually mature. With the start of industrial reshuffling, real estate companies arefaced with the problems of how to deal with competitions, how to stand out amongcompetitors and how to standardize its management to get promoted towards a higherlevel of development.In accordance with laws of the market and brand progress, when an industry developsto a certain stage, corporate brand will become a core advantage in competition. In thesame time, scientific brand strategy will help enhance the overall level of an industryas well as bringing more economic and social benefits to companies. Therefore, in theprocess of brand development, real estate companies shall avoid blind follows butmake scientific brand strategies on basis of their own condition.A real branding era among China’s real estate industry has come, and the competitionin branding will play a key role in the industry’s development. Based on analysis ofbackground and current situation of real estate industry, this article aims at bringingsome inspiration to readers regarding branding process in the industry by revealingthe importance of implementing brand strategy for industries and companies.Furthermore, it also puts forward some effective suggestions on executing brandingstrategies in combination with some cases.