| It's a must for the real estate industry to implement brand strategy, which will be a result brought by the actual fact that turning the real estate into a product and establishing the market economy system at the line of the real estate. Following the development in recent years, the domestic real estate market has changed from the seller market into the buyer market, the competition can be seen fiercer more and more. According to the relationship between the development of commodity economy and the brand building process, like the way some products went through, the real estate industry has to start their own brand development process. Meanwhile, the real estate enterprise has to improve their product brand image via implementing the brand strategy to make themselves more competitive.Mr. James Kohlman, a famous sociologist from America, summed up the capital into three types at his book of the Foundation of Social Theory. The brand asset is a social capital which composed by the relationships, the process of brand value accumulation actually is just the procedure an enterprise to establish and maintain the relationship between the enterprise itself and his customers, means a procedure on how to earn the trust and loyalty from the consumer to the enterprise and its brand. Since the year of 2002, the real estate industry in Changchun has been showing a tendency of rapid development. The national famous real estate giants have entered into Changchun and introduced their products which own competitive advantages compare to the local ones. Changchun Zhonghai Real Estate Company is one of the excellent companies at this industry, it takes them a short period to become a well known enterprise at this line by investing the efforts on product development, brand publication and PR since 2003, the year they come to Changchun. Brand Operation is one of the key factors at Zhonghai's success, the brand building and development plays a very important role on the stimulation of the enterprise marketing and PR image. Therefore, we are carrying out this brand image survey in order to know about where the current market position Zhonghai is, to know about the general market situation of Changchun real estate, and how good the Zhonghai Real Estate Company's brand voice awareness and brand image is in Changchun.The materials used at this thesis are the 1st hand materials collected from the market survey, which are composed by the information of high and mid level residential blocks built in Changchun, the well-known status of the real estate enterprises', their preference, purchasing tendency, relevant information of Zhonghai. We've used the random survey questionnaire to do the analysis of the brand awareness, to ensure the accuracy and the possibility to implement the conclusion to the market in general. The Comparative Analysis and Cases Analysis are two main method used for the survey, as well as the Regression Analysis method from the current statistics science. More comparative analysis method can be seen at this thesis in order to make a thorough analysis to the brand value and its assessment from both lateral and longitudinal aspects. Through the analysis on brand cultivation of Zhonghai Real Estate Company and the brand value assessment cases, the brand value assessment model has been explained in detail on its specific operation, which can prove the actual business operation's feasibility of the Income Current Value Method, the brand value assessment viewpoint and its models, which are put forward at this article.Firstly, we analyzed the inevitability of the real estate brand development, explained the foundation of the brand value establishment, the effects the real estate brand played at the current market competition, and summarized the main study results developed from home and abroad brand value and its assessment area.We introduced the brand competitive situation and its characteristics at the domestic real estate market, further to introduce the current brand situation and its brand construction's development of Zhonghai Real Estate Company, prepare for brand value's next step analysis. At the rear part of this chapter, explained in detail for the content and procedure the market survey did for this thesis, and compared, analyzed the market awareness and consumers preference to Zhonghai and the other domestic real estate enterprises'brands and their products based on the specific market survey figures. According to the survey result, if we could divide Changchun high and mid level residential building block into 4 groups, Zhonghai Shui'an Chuncheng should belong the 3rd group at the moment, which has a certain of distance compare the other three. Take use of the analysis of memory and voice awareness to Zhonghai's main building block, the opinion at this thesis is the two new building blocks'brand introduced by Zhonghai Real Estate Company received a certain of market awareness thanks to its market introduction and sales activities, but the memorized rate from the consumer is not high cause for the limits on its introduction time and introduction force. The voice awareness of the consumer to Zhonghai (your most favorite building block) in general basically is equivalent to Up Up Town and Greenland, but the brand transmission points is far two low than the other two brands cause for the reasons on its building blocks introduction time, scale, geographical position, PR, etc.Base on the survey result, we focused on the Zhonghai Company, to discuss the brand and the brands'Ads. Awareness and Ads. Effects of the real estate enterprises, including the brands comparison among real estate companies and the comparison with themselves, as well as the Graveyard Model Analysis—interviewee answers comparison before and after the hints given. From the result, it showed how strong the influence of the Ads. has on the consumers'psychological preference. Even though Zhonghai Real Estate Company has had the consumer enriched their knowledge on Zhonghai's enterprise background and its product characteristics via the advertisements they made, but it still ranks among the 3rd group on the advertisement awareness, either for Zhonghai Real Estate Company's or Zhonghai Shui'an Chuncheng and Zhonghai Laiyin Dongjun.Still focus on Zhonghai Company to discuss the real estate company's brand and its building blocks brand value, the brand image of Zhonghai Real Estate Company, brand image comparison with the other real estate companies. The survey result shows that comparing to Yatai and Wanke, Zhonghai ranks among the 3rd group on brand value aspect. Zhonghai's brand extension and brand content developed unevenly, its brand content enjoys a certain of advantage, the reason why their brand value low is because the brand extension points low, esp. low on the brand awareness. Brand content value run in mid level, which showed comparatively weak at the leaking market. At present, the brand value recognition degree from the consumer to local real estate enterprise is not high, mainly because of their uneven brand value development, esp. low recognition on consumer care. Combined with the four aspects influence to the brand value content, performance of Zhonghai and its competitor, Zhonghai should invest efforts for more recognition at leading market and image building, lay more resources on reformation, which can ensure positive results and return. From the brand advantage aspect, Wanke enjoy the advantage as a national brand, which had been built in a long time and can be reflected from their successful works. But Zhonghai has the unique obvious advantage on the brand establishment from both group background and the overall strength, the only thing is this advantage has not yet been recognized by the consumer and the potential consumer. The brand image of Zhonghai is reflected mainly on Consumer Car and Concern, which is different to the other companies.Based on the above analysis, this thesis summed up the brand awareness, brand image, brand value content and its influential factors of Zhonghai Real Estate Company, put forward several suggestions on how to improve Zhonghai's brand value and core competitiveness, which include:1. Study on the characteristics of consumer requests, take flexible business operation strategy2. Offer quality product and service, to establish excellent enterprise brand image3. Invest more on brand building, work out a clear brand strategy, which can be developed consistently4. Break the traditional business operation and development model, pay more attention on brand quality building... |
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