Strategy Of Brand In The Real Estate Business

The real estate industry has become increasingly important in China’s economic development, along with China’s rapid economic and city development, we gradually move closer to comparatively well-off society, to improve the housing conditions of the strong demand for the real estate market supply and demand, market consumer, consumer demand has significant changed. Under this background, how the real estate development companies survive, how to enlarge and strengthen the company, how to formulate a reasonable brand development strategy, these are the urgent and important problems the real estate enterprise faces in China. Facing the so intense market competition environment, real estate enterprises have to upgrade their own brand competitiveness, to realize the sustainable development.The essay focuses on analyzing detailed poisoning of China Oversea Property’s enterprise brand, based on China Oversea Property’s current brand strategy. Makes a conclusion China Oversea Property should stick to "So" brand strategy to apply the company’s inner advances to catch more outer opportunities, exploring exterior market positively, strengthening innovation forces, enriching China Oversea Property’s industrial chains and promoting its brand strategy’s development. Combines China Oversea Property situation, the essay quantitatively analyzes its enterprise brand strategy by analytic hierarchy process (AHP), comes to a analyzing target system which suited the company’s features. And the study divides its brand strategy into Two parts, the target parts and principle parts, brand basic power proportion is0.5072, after some analyzing come to the results that brand manage power is0.3400, brand market power is0.1538.The results comes from the SWOT and AHP are that renewing its target market analyzing and positioning, cultivating professional talents, enhancing the service awareness, promoting the service level, enhancing the brands’promotion and broadcast, The above four valuable brand strategies could be use as a source of reference.