A Design Of Brand Value Improvement For Small And Medium-sized Property Companies In New First-tier Cities

In recent years,there witnessed a rapid development in the new first-tier cities,which constantly attracts various real estate enterprises and the market competition there has been intensified hence.Along with the urbanization process,the urban development in the core areas of those cities has become increasingly mature.At the same time,the government's regulation policies of “restricted purchase,restricted sales,and price limit” have a great impact on the real estate market,and gone is the “golden age” of real estate industry.Therefore,the growth rate is slowing down,and small and medium-sized real estate enterprises are seeking to transform so as to break through the market dilemma.The real estate industry is constantly shifting from the incremental market to the stock market.It seems that the traditional heavy asset operation pattern is no longer fitting the future development of the real estate enterprises.The profitability for the real estate industry has gradually shifted from acquiring land appreciation income to providing after-sale service.Property service comes to be the main source to obtain the value of stock real estate and directs small and medium-sized real estate enterprises in their transformation.In this field,famous real estate enterprises have made diversified exploration.In this paper,literature study,questionnaire survey and statistical analysis are applied,by analyzing the transformation of real estate companies,brand value,and property service,so as to create a service satisfaction assessment index system.Based on the theories of brand value,customer perceived value(CPV)and SERVQUAL,the assessment system for the property services is created from the three dimensions of the product value,customer value,and market value.After analyzing the interior and exterior environment of R company in CD city,questionnaire survey is applied to assess its customer satisfaction in its property service.Cases of brand operation by excellent property services have been studied,so as to reveal their basic ideas and operation models in their brand value enhancement,and hence are finally extracted the key points and implementation strategies in brand value enhancement in R company.This paper consists of seven chapters as: Chapter One is the Introduction,mainly expounding the background and meaning of this paper,research review of property service,the design and methods in the research;in Chapter Two,is presented the analysis of theoretical basis of brand value,including the connotation of brand value,SERVQUAL model,customer perceived value(CPV);Chapter Three analyzes R company and its interior and exterior environments,its advantages and disadvantages in the future development,and its choices for the development strategy;in Chapter Four,questionnaire survey is applied to recognize the current status of its property service in R company and a customer satisfaction assessment is conducted;In Chapter Five is summarized the brand value enhancement strategies of excellent property services regarding the product value,customer value,and market value;and puts forward the suggestions for R Company on its brand value enhancement scheme by an outline,key points and security measures;Chapter Six presents the research conclusion and expectation.The research conclusions mainly focus on R Company's brand value enhancement.(1)Statistics shows a fairly high score for the overall satisfaction of R company?s property service,but differences exist in some internal index.For security,cleaning,greening,community culture construction,price perception,willingness to pay for value-add services,and brand recognition,the scores are relatively low,and need to be improved.(2)Key points suggested for R company?s brand value enhancement list as follows: To focus on the four aspects of brand value enhancement,such as the concept,the model,the contexts and the supporting platform;Under the guidance of the ?four-hearts? principle for a comfortable home,to construct a perfect butler service model and an O2 O smart community platform,in a full life cycle service system;To construct a supporting system in implementation designing,staffing,financing,technical supporting.Starting from the brand value enhancement for small and medium-sized property services in the new first-tier cities and obtaining the first-hand data,the research constructs an innovative index system for brand value assessment and thus forms a new basic framework for the brand value enhancement for small and medium-sized property services,providing a reference for the transformation and development of other small and medium-sized property services in the new first-tier cities.