The Research On Construction Path Of Real Estate Enterprise Brand

In recent years, the real estate market developed rapidly, the competition is intense, theseller’s dominant position was gradually shifted. In the face of increasingly severe marketsituation, some enterprises have realized the necessary to change strategy, namely, toestablish the enterprise brand strategy, in order to improve market share. Today, the realestate industry presents the situation of brand strategy fierce competition, and it is badly inneed of further study of real estate brand construction related problems. But, the foundationof our country real estate enterprise brand construction is instability, and its development isnot mature, system, perfect, and there are a lot of problems to be solved. Therefore, thisarticle tries to explore a suitable for China’s real estate industry present situation of theenterprise brand construction path, and provide beneficial reference and guidance for realestate enterprises in the development of future.First, this paper expounds the definition of brand, brand structure and the connotationof the brand construction, objectives, principles, and laid a theoretical foundation for thereal estate brand building. Specific to the real estate brand building, firstly, this articleintroduces the concept and development course of real estate brand, and then analyzes thecurrent development situation of real estate from two aspects of real estate developmentenvironment and the real estate market analysis, finally it discusses the current situation ofthe construction of real estate brand.Then this paper discusses the path of the real estate enterprise brand construction, andthree stages including the organizational guarantee, resource integration, value assessmentand feedback are discussed in detail on specific path.Finally, in order to ZhuoDa group real estate co.LTD as a case for empirical analysis,this article systematically elaborates the ZhuoDa brand building path, and puts forward fivemeasures to further enhance the brand value from correctly handling the relationshipbetween the project brand and corporate brand; setting up the correct brand concept,strengthening the brand consciousness; building up the consciousness to ensure productquality; strengthening the service consciousness to improve service levels; specification ofproperty services and strengthen the self building.