The Influence Of JK Real Estate Brand Influence On Consumers’ Purchasing Decisions

As an important industry in China,the real estate industry itself and its upstream and downstream related industries have contributed as much as 29.4% to China’s GDP growth,and the health of its industry development is closely related to the development of the national economy.Before 2020,most leading real estate enterprises will quickly acquire land,develop,repay money and pay off debts through high leverage and high debt mode,and expand their market share.It will only take 3-4years for some enterprises to leap from the annual sales scale of 10 billion to 100 billion,and the overall real estate market scale will expand rapidly,and the overall macro system risk will increase accordingly.In 2020,in order to reduce the systemic risk of the real estate industry,the central government issued a "three red lines" policy,emphasizing the three indicators: the asset-liability ratio does not exceed 70%,the net debt ratio does not exceed 100%,and the cash short-term debt ratio is greater than 1,which strictly limits and controls the borrowing and financing of real estate enterprises,and the housing enterprises under the high turnover mode are caught in a "financing difficulty" dilemma.The main sources of funds for real estate enterprises are two aspects,one is loans from banks and related platforms,and the other is sales returns.Under this pressure,it is generally difficult for housing enterprises under the high turnover mode to meet the requirements of "three red lines" and "green files",so it is difficult to maintain their cash liquidity by borrowing new debts from banks in exchange for old debts.What’s more,debt defaults appear one after another,and the risk of bankruptcy increases.If the enterprise itself is in trouble,it will further affect the brand image and marketing return of the enterprise,leading to the cycle of no money to pay off debts.Since 2022,the central government has continuously fine-tuned housing supervision policies to stabilize market expectations and alleviate the default risk faced by real estate development enterprises,requiring market players and regulators to vigorously promote the work of "guaranteeing the delivery of buildings" and support the construction and delivery of sold overdue residential projects through special loans from policy banks.Under the background of "ensuring the delivery of buildings and stabilizing people’s livelihood",the financing difficulty of high-quality housing enterprises is relatively reduced,and the transformation of industry development forces housing enterprises to abandon the original high turnover model and explore the high-quality development path in the new era.Under the requirements of the development of high-quality enterprises,high-quality marketing has become the key sector that enterprises attach importance to.High-quality marketing emphasizes that enterprises need to achieve a certain premium ability while achieving a certain sales flow rate.In real estate marketing,there are many factors that affect consumers’ purchasing decisions,such as location,products,prices and brands,which all have certain influence on consumers’ purchasing decisions.Among them,lots,products and other factors are more dependent on the specific projects developed by real estate enterprises.Different projects generally have different lots,products and other characteristics,and it is difficult to rise to the level of improving the overall marketing power of enterprises.Based on the theory of brand and consumers’ purchase decision,we know that brand has certain influence on consumers’ purchase decision.At the same time,as a feature of the whole enterprise,excellent brand image plays an important role in supporting the stable development of the real estate market.The improvement of brand influence of enterprises is helpful to improve the overall marketing ability of enterprises,realize high-quality marketing,and then promote the high-quality development of enterprises.Therefore,from the perspective of brand influence,this paper selects brand influence factors such as brand concept,brand awareness,brand service experience and brand product experience to explore the relationship between brand influence and consumer purchase decision in real estate marketing in the new era.In this paper,JK Real Estate,a leading real estate enterprise in Southwest China,is selected to analyze the influence of brand influence of JK Real Estate on consumers’ purchase decisions in the marketing process by analyzing the customer data samples of its typical project JK Jimei Sunshine in the main city of Chongqing,aiming at studying the influence of JK Real Estate brand on consumers’ preference for purchase decisions,so as to achieve the purpose of high-quality marketing while ensuring the sales flow rate at the same time.By comparing and combing the related theories and research results of brand,brand influence and consumer purchase decision,and combining with the concrete expression of the research object,this paper designs a survey scale suitable for this research object,and puts forward corresponding assumptions according to the related theories and research results.Through data analysis of the information fed back by the questionnaire,descriptive statistics,reliability analysis,validity analysis and structural equation analysis,SPSS paper verifies the relationship between customers’ recognition of brand concept,brand promotion strength,brand service experience,brand product experience and customers’ willingness to repurchase brand products,and establishes a model of brand influence on consumers’ purchase decision,and obtains the following research conclusions:(1)The degree of customers’ recognition of brand concept has a positive impact on consumers’ purchase decision-making;(2)The degree of customers’ recognition of brand promotion has a positive impact on consumers’ purchase decision-making;(3)The degree of customers’ recognition of brand service experience has a positive impact on consumers’ purchase decision-making;(4)The degree of customers’ recognition of brand product experience has a positive impact on consumers’ purchase decision-making behavior.