A Research On The Developing Predication And The Brand Evaluation Of Housing Real Estate Industry In China

This paper, considering the whole environment, the trends of the brand competition and management, conducts a deep research on real estate brand value and management and builds a feasible and easy self-appraisal evaluation system with Chinese characteristics. It also puts forward the effective measures to realize China real estate brand value nationalization. The main content is:1. The significance in theory and practice. It enunciates the research results in brand value evaluation and management at home and abroad. It points out the innovative points and measures.2. Based on the concepts and growing disciplines, the paper analyzes the resources, composition, relevant theory and the specialties of real estate brand valuation.3. With the mathematical methods, it gives the prediction of the developing trends focusing on the production value, supply, demand and price.4. It analyzes the general situation of Chinese real estate brand from two aspects, brand managial characters and company brand status with demonstration analysis methods. Also, it further analyzes the trends.5. It attached most importance to the necessities of strengthening brand building and management from the managerial value, customer value, potential and marketing value.6. It rebuids the value evaluation model in complying with the China's present situation. It also conducted the empirical analysis with Wanke Real Estate as the example. In the paper, AHP and comparison method are involved, it draws upon the experience at home and abroad and rebuilds an innovative brand evaluation system.7. See from the above research, it analyzes the effective measures to realize brand value nationalization from brand analysis, positioning, innovation, expansion and crisis management. In particular, it gives forth to many innovative suggestions such as building strategic virtual union, speeding up network marketing and crisis management.