Brand Building Study On Chinese Real Estate

Taking the basic environment of Chinese real estate in recent years as a wide picture, in accordance with the cycle of the current real estate company, the article places emphasis on the research of the real estate brand building. The research involves in Chinese real estate brand positioning, brand strategy, brand management, brand integrated communication, brand value, etc.In 1998, the real estate market began to form, after government had promoted housing reform and carried out the commercialization and monetization of housing. At the first stage, customers'requirement is rising to an unprecedented height in real estate market; as a result, seller's market immensely restrained the improvement of brands and products quality. In recent years, our land transaction and financial policy has become standardized and transparent step by step. Consequently strong competition has followed. Large investment capital and powerful competitors have swarmed into the market in succession; many real estate companies have launched into enlarging their business scale and spreading in different places; and the industry level has been improved quickly. Meanwhile projects are being more and more homogeneous; the competition between scale and product is getting severer; the real estate market is turning to balance between supply and demand; and the impact of brand is becoming effective.Relative theories of brand building inboard and outboard and developing trend and feathers of Chinese real estate are integrated into the article. The methodologies adopted in it are a combination of qualitative and quantitative analysis. The theoretical approach and the field research go together to address the above issues. Based on the above analysis, some strategies and suggestions aiming at Chinese real estate brand building are proposed. In the ending, the strategies are proved to be guidable for practice via the analysis of an instance.