Research On Brand Stratagem Of The Real Estate Enterprise In China

As one of China's basic economic industry, real estate business is becoming more important with economic improvement. After nearly twenty years' developing, real estate now step into a new competitive stage. Under the circumstances, marketing is full of opportunities as well as challenges, and only adaptable firms will remain profitable. Brand is not only the imperative of survival for real estate business, but also the new channels of development. And real estate brand also is one of the most important factor which can affect customer's decision. It is indicated that the real estate industry has entered the era of branding. In-depth research in the branding of real estate has become a crucial problem with imminence.This thesis is structured with the basic theory and methods of Brand Strategic management, connected with the representative examples in the region of Qingdao. This thesis can be roughly divided into three parts: First, what is the conception and character of real estate and real estate brand; Second, the necessity of building brand in real estate; Third, how to create,cultivate and manage the brand. It tries to table some proposals in order to cultivate the brand of real estate systemically.