A Study On Brand Influence Of Real Estate Enterprise Based On Social Responsibility Theory

Since the deepening of urban housing system reform on1998, with the gradually advance ofthe urbanization in China, the real estate industry has been rapid development and become thepillar industry of the national economy. However, owing to the disordered competition of realestate market in recent years, high profit become real estate enterprises struggle to pursue goal, thehouse prices all the way rising,that has brought a lot of pressure to people’s work and life. In orderto prevent overheating in housing prices and keep prices stable, the government issuedcorresponding regulation policy repeatedly, especially since launch " the state coucil’s no.10national notice " in April2010, government regulation to the real estate market becomeincreasingly strict, house prices has been a certain degree of control, real estate enterprise is facedwith unprecedented survival challenge. In the face of the government severe macroeconomicregulation and control, real estate enterprises engaging in brand management, shaping enterprisebrand influence and seeking long-term development will be the inevitable choice. To perform thesocial responsibility can bring a high attention and arouse people’s positive consumer response tothe enterprise, real estate enterprise which has a good social responsibility can win the socialpublic more attention and trust. The formation and existence of real estate enterprise brandinfluence needs to get the social public recognition, and social responsibility is an importantprerequisite. Therefore, this study from the perspective of social responsibility, carrying on systemresearch about the real estate enterprise brand influence.First of all, this study synthesizes the relevant research of social responsibility theory andbrand influence theory at home and abroad, and combines with the actual status of the real estateenterprises, takes a organic integration to the concept of real estate enterprise social responsibilityand brand influence, puts forward the concept that " real estate enterprise brand influence based onthe social responsibility ". Secondly, this study analysis elements of real estate enterprise brandinfluence from the social responsibility angle, gets the initial indexes of real estate enterprise brandinfluence, and screenings indexes through the expert opinion, then determine the evaluationindexes of real estate enterprise brand influence.Again, constructing evaluation index system and multi-level index evaluation model of real estate enterprise brand influence based on the socialresponsibility after determining the evaluation indexes, adopting expert consultation method todetermine each index’s weight of the index system. Finally, this study takes ningbo youngor realestate holdings co, Ltd. and yinyi real estate development co, Ltd as example, and carries on theempirical research to their brand influence based on the tevaluation model.This study constructs evaluation model of real estate enterprise brand influence based on thesocial responsibility, discusses shape real estate enterprise brand influence from the f socialresponsibility angle systematically, hopes provide certain reference to real estate enterprises whichwant to engage in rand anagement.