The Research Of Creating Real Estate Brand Equity Based On The AISAS Model

With the deepening of the national real estate regulation, the disappearance of the demographic dividend, the real estate market supply and demand has been reversed, the housing market entered a buyer’s market from a seller quickly, after the "golden years" after the rapid development of real estate has entered the era of brand competition Entering2014, in in the background the "Internet+", the real estate business in the face of a strong rise from the media, face a more rational, more discerning8090new customers, real estate enterprises to build brand equity from the media era become a major challenge facing the development of real estate enterprises.In this paper, the background from the media age, starting from AISAS model of self-media age of buyers to analyze consumer behavior, analysis of the attention (Attention), trigger interest (Interesting), information search (Search), experience turnover (Action), social sharing (Share) for each phase "consumer behavior change", and tap the resulting "new marketing contact", and the path to analyze brand equity created for various kinds of "new marketing contacts." Based on the above analysis I believe that the real estate business should be to create brand equity brand equity to create real estate projects as the core, and therefore, the author has made specific project-based brand equity to create a policy that re-organization, re-design brand elements, based020marketing integration activities, the case of field experience management association based on the secondary lever, create policy based on four areas of brand social sharing of community building. Finally, Vanke Group and Vanke’sXihuafu project case-based thinking of the Internet to create brand equity to verify and analysis, found that even as the real estate benchmark Vanke, has yielded good results in the creation of brand equity of Internet-based thinking, but its brand equity to create there are many problems and shortcomings:brand equity create Vanke Group and the project company is still in the company of each project independently, spontaneous stage, there is no system to create systems and strategies, no matching tissue support, therefore author AISAS model based on brand equity research for the creation of the real estate industry has a certain practical significance. This paper is divided into seven chapters:Chapter I, Introduction to clarify the background, the theoretical value and research methods; the second chapter, through the relevant researches on consumer behavior and brand assets are reviewed and discussed the real estate market brand Internet marketing ideas; the third chapter, outlining the current development of the real estate market, as well as the limitations of the traditional real estate companies in the new era of brand marketing; The fourth chapter analyzes the media age from problems faced by real estate brand asset management, dilemma; fifth Chapter AISAS model based on the real estate brand equity creation environment, combined with consumer behavior characteristics, touchpoint analysis, the essay idea of brand equity to create the work under this model; Chapter VI, propose new real estate brand equity to create a management model based AISAS architecture, new ideas, and project case studies demonstrate the feasibility of combining Vanke strategy; Chapter VII, to summarize the whole chapter.