A Study On Brand Strategy Of Real Estate Enterprise

In recent years, in order to ensure the smooth progress of real estate market, the state has published many macro-control policies to sustain the price of property. The real estate market has undergone fast changes, most big companies survives while small companies has been wiped out due to the in-depth land and financial polices and interior competition, etc. Under this atmosphere, brand strategy is the absolute powerful competitive way for companies. For a company, good brand can build social reputation and customer interest. Thus, to design and establish brand strategy with the promotion of brand valuation is the essential way for real estate enterprise'long-term development.Suffered with price competition, product's quality competition and the service competition, the real estate market undoubtedly would face with next phase's brand competition. As the speeding increase of market concentration level, the occupancy rate of those developers with good brand has expanded quickly. So, more and more developers have awakened by the significance of brand.Currently, the real estate market has confronted with similar quality competition. The product and services can be imitated, but only the brand can diversify in real. In respect of a symbol of operation performance, brand is considered as the soul and core of a company. The operation performance of brand developers can no longer be evaluated only by its capital and land bank. The capital storage, industry scale, commercial pattern, management level, elite team, product quality, service criteria and culture concept are all the reflection of a company's operation performance. Brand-operation becomes the successful way of those real estate enterprises who want to occupy the pioneering position and make better achievement in the market competition.Integrated with real estate brand development, the macro situation and macro trend of brand competition, this essay consistently coexists with the subject of brand strategy system in order to analyze the current situation and future trend of brand strategy for real estate enterprise. Through the introduction, the brief introduction of brand strategy, the designing and establishment of brand strategy, the evaluation of brand valuation, the operation of brand strategy, the promotion and expansion of brand, and the examples of Wanke Group's brand strategy, this essay makes clarification of brand, the concept and character of brand strategy systematically. With the reference and improvement of...