Research On Brand Management Strategy Of Real Estate

As the competition in real estate industry becomes more and more intense, and the real estate market tends to be standardized, the success of real estate project does not depend on some distinct ideas any more. House has become investment merchandise from only consumer goods, and the market has become a buy-off market from a selling-off market gradually. Facing intense competition, more and more real estate company starts to consider how to improve its competition ability and won the competition advantages in the complex market. Therefore, it has become the conception and action of many influential real estate development enterprises to build brand and upgrade brand. Establishing and building brand has become the important means of a lot of actual real estate developers. But as highest competition, brand competition is destined to be the major competition in domestic real estate market.Structured with brand management, this thesis discusses the brand management from the theory and practice.The management of brand is the total appellation of all works that will be done in the process of cultivating and maintaining the brand through scientific design and accurate operation. In fact, it is a complete marketing strategy emphasizing on brand. Comparing with the strategy emphasizing on profit or market share, it takes the management of brand as the main task and the start point.The article has five parts: the first part introduces the basic theory of brand and the present situation of domestic real estate market and the feature of real estate brand, and puts forward general thoughts and structure of real estate brand management;The second part analyzes the location tactics of real estate project brand and enterprise brand;The third part discusses two spread ways for real estate brand, ad. and public relations;The fourth part, the key part of this paper, analyzes the importance of real estate brand maintenance from real estate CRM and brand crisis management;The fifth part analyzes brand expand strategy of real estate.There are some main points in our work. The first, dividing the real estate brand into project brand and enterprise brand, this paper analyzes distinction and connection between two brands. The second, this paper brings forward the point to maintain realestate brand from real estate CRM and brand crisis management. The third, during the management of brand alarm, this paper designs a series of security index of real estate brand according to influencing factors of brand crisis, and establishes the model of brand alarm with AHP.