Study On Brand Expand Strategy Of Real Estate Enterprises

" real estate enterprises can't form the monopoly position , but the brand will form the advantage of monopolizing ". Real estate market will develop into the competition between a few outstanding brands in future. Those real estate enterprises not setting up the surging brand in time will be got rid of the first group in the competition. Can predict, the brand expanding will become the important means for the professional developer to set up competition advantage for a long time.As China joins WTO formally, the foreign real estate company has already come in front of us. We only develop our own real estate enterprise facing of the challenge of the formidable opponent. If there are general laws about brand expanding of the real estate enterprise, Chinese real estate enterprises that implement brand expanding must follow such a universal law. So, to the law research of brand expanding strategy of the real estate enterprises must be the current demand that Chinese real estate enterprises expand.This paper probes into the question of brand expand strategy of real estate enterprises from the theory and practice, and attempt to draw relevant theories and methods through the analysis and summary of some relevant cases.First of all, according to the real estate trade and current situation of the development of enterprise, the subject of studying brands expanding strategy of the real estate enterprises have been proposed in the introduction. According to the survey to current studying both at home and abroad, have put emphasis on the importance of studying brand expand strategy of the real estate enterprises for developing this pillar industry. Then research the characteristic of real estate and its market further, and propose the real meaning and the key element of realestate brand vividly. The solid theory and practice foundation have been laid for us to Probe into implements of brand expand strategy of real estate enterprises thoroughly.Secondly, point out the real essential of brand expand strategy,and propose the support system that enterprises implement brands expanding, namely the brand management procedure. Combining the characteristics of real estate enterprises and trade of our country, putting forward the strategic division mode that suiting for expanding of real estate enterprises of our country, Have analysed and appraised the external environment, inside resource and strategic ability of real estate enterprises, Adopt the strategic choice method at three stages to produce and choose the strategic scheme.Finally, explaining strategy implementation by inside from both respects of institutional framework and enterprise resources, the way of capital expand. brand chain and expand. Combining the real management states of current real estate enterprises, further propose new way and new method how to utilize vice brands and implement dilations of the chain brand.