| The general designer of China reforming and opening Mr xiao ping deng published in 1980. This is the symbol of China real estate. The market of real estate have been come through "residenter caring house" "residenter owning house" "residenter optimizeding house". From original commercial dwelling house to deepen real estate market competition. The higher request is brought forward to real estate corporation. Brand has been the permit of market.ChangChun real estate entered market in 1990."XINGYU""YATAI"have been the famous native company. "WANGDA" first entered ChangChun real estate market in 2001. later, "VANKE""ZHONGHAI""LUDI" one after the other enter ChangChun. The market of real estate is carried up. Government carried out macroscopical economical control to four industries including real estate in 2004. Land must be sale in public after 31th Aug. The shortage in financing, brand, land, management reflect on native company inferior position. Developing native real estate company and building up famous brand in real estate industry have been the important thing."Brand" is famous brand, real estate is a especial commodity. because of the massiness of fund , longinquity of using ,complexity of construction, diversity of service .these make brand became very important. House property have fifty percent of personal property ,consumer more carefully choice real estate product and brand. The show of diagnoses in Changchun real estate market. When the price exceeded RMB 2000/m2, seventy percent consumer would care the brand of real estate company. Along with economic developing ,the function of dwelling house will turn around building fine life style .The attention of brand will raise year after year .no brand will lose marker chance.The are four primary factor in shaping brand: excellent product ,modern management, characteristic marketing, extending and maintenance. These four factors are closely linked each other. The proceed of shaping brand is proceed of renewed shape enterprise too. famous brand represent the company's strong life-force and high marker appropriation.How to build famous real estate brand?First is brand layout. the proceed of shaping brand is endless, hardly, dynamic. Holistic layout and whole decision system is required. The retain brand coherence and consistency layout and marketing plot should begin at the same time. The main stand of layout and marketing plot is that marketing plot abstract "soul" and layout draw architecture .This project will lead the market. The main aspect of real estate brand includes enterprise brand and project brand. Enterprise brand will increase project well-know and affixation value. Project brand will enrich enterprise brand.Second, beat out the connection of brand and product quality, brand and product orientation ,brand and innovation. Quality is life of brand. All famous product is based in excellent quality. Only exact market orientation will attract goal customers and evident brand characteristic. Innovation is most method of holding livingness. We must adjust incessant our product and brand stratagem. No matter what our product and brand is very excellent.Third is brand extending and management. Quality is important in product .Extending is also important in brand. Brand design is most important in extending proceed. Compact, striking, abundant, intension, smart design is required in brand design . Brand identification include three aspects .MI is "mind" ,BI is "hand" , VI is "face". These aspects formed uniform brand identification.The difference between famous brand product and other common product is well-known, credit standing, good reputation, loyalty. These is the goal of real estate enterprise building brand and base of other marketing manner. No well-know and credit standing product isn't became famous brand product ."The cost of developing a new customer is fivefold than keeping a old customer .the profit of a old custo...
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