Brand Cultivation Of Real Estate Industry Of Yancheng

With the effect of national macro-control policies，the real estate industry inChina has transferred from high speed development to adjustment phase， andconsumers purchase become more rational and more attention to the quality ofproperty and the strength of real estate enterprise. In the face of new challenges，thereal estate enterprises should be how to show his out of the ordinary，let consumers inmany flats， select their own，will undoubtedly become the most important problem inthe development of many enterprises. In the price and quality competition of thebuyer’s market,brand development will become an important part of enterprisestrategy,the prominent role of the brand has become increasingly. At present，Chinahas initially formed as Cohl，Vanke，Hopson，Hengda and some other well-known realestate brand， but compared with other industry，brand development of the real estateindustry in our country is lagging behind，especially in the two or three line of thecities，the real estate enterprises are weak to brand awareness and fuzzy to brandunderstanding and lack of system brand building，otherwise project brand of theenterprise generally exists disconnection with corporate brand， the enterprises arelack of Integrated communication and sustained growth of brand，their brand value islow.If the real estate enterprises want to develop sustainably in the perplexing，competitive environment， they must implement the brand strategy and research thebrand management.Under this background，the paper first reviews the real estateenterprise brand cultivation related domestic and foreign research status, significance,purpose and research framework of this thesis; then based training theory in theoverview of the real estate brand, using the methods of the literature analysis, normative analysis and empirical analysis combining, cultivation mode of real estateenterprises brand, brand value evaluation of the real estate business model constructionand evaluation index system design and other problems; the research and practiceresults of combining theory, selects the Yancheng City real estate limited company is adelegate, on issues related to the Yancheng City real estate enterprise brand cultivationare studied systematically, analyzes the current situation of Yancheng City real estatereal estate enterprise brand cultivation and the existing problems, the Yancheng Cityreal estate company brand value of quantitative evaluation and analysis of the model,the evaluation index system,and the analysis of the fuzzy comprehensive evaluationmethod and analytic hierarchy process, and puts forward the correspondingcountermeasures to promote the Yancheng City real estate enterprise brand cultivation.