The Pattern Research Of The Real Estate Enterprise's Brand Mould

Brand strength is a national sign of economic development degree. With development and maturity of the Chinese economy, the brand competition has become the main form. One side, the firm needs to use the brand to mold the product image and enterprise image because of the much same product quality. One other side, the consumer who has experienced simple product function consumption is thinking highly of the brand value. They are ready to pay more money for the famous brand.Real-estate industry is a country's cornerstone industry, is much important to development of the national economy, especially for china with much population. From 1978, especially the housing currency reformation in 1998, real-estate market of our country has more changes. In the process, the market has experienced some competition stages including area, plan and the concept. Now it arrives in the stage of brand competition.But, because of the particularity of the real-estate, it is an issue whether the industry ought to mold a brand and which is important between product brand and enterprise brand.Of course, these arguments are the normal phenomenon in process of industry development. But I think that the brand competition will become the main competitive form. There have three reasons. First, it is a demand of industry. Secondly, enterprise must have brand which want to have competitive advantages. Third, only brand could satisfy customers'needs.Out of the question, brand has important significance to the business development. The brand can cut down the consumer's concern because of the information asymmetry, improves a customer's bearing capability to product's defect, can last the life cycle of enterprise; The contract relation between the excellent brand and consumer will urge a consumer to buy product or recommend someone to buy it etc.Nevertheless, we must know that building a brand doesn't simple improve notability by advertisement, not simple build top grade building , not do a concept or name, but a systematic project including from brand allocation to brand propagation, from project plan to service and so on.All the same time, in the process of building brand, which is more important between product brand and enterprise brand? I think the enterprise brand is more important, because it can help enterprise breakthrough region restrictions, expand scale, strengthen competitive power.After making sure of the brand strategy, the next question is how we build the enterprise brand. In research and the document at present, most scholars do it according to the tradition pattern including the brand marketing strategy, the brand marketing management, the brand position, the brand distinction, the brand propagation, the brand stretch, the brand defense, the brand management and so on. Theoretically, it is right. But I think, at present, this pattern is unsuitable for the development stage. Enterprise has not so sufficient resources to satisfy all aspects under current industry situation. So, my thesis will structure a brand-new four-dimensional operation pattern. Although this pattern is not complete, it is suitable. The enterprise must become excellent one, as long as it can do better in this pattern. The factors are brand position, product quality, brand propagation, service and so on.Brand position is the first step of building brand. Different market has different customers, different customers have different needs. So we must do brand position as follow reasons: it is the precondition of getting competitive advantages. Because any enterprise could not satisfy the entire customer. It must concentrate its manpower and material resources, financial resources into the part of consumption group. In the process of position, we must abide by a strict technological process: position surveying, market subdivision, target selection of market, market tactics, the draft of position, the ad measurement, and final schedule of brand.The second factor is product quality. As a product of real-estate, it is different from other products. Its particularity make it more important compared to other products. The quality is the basis of enterprise brand, is an important way of acknowledging enterprise. Only if the enterprise can guarantee the quality, then the customer believe the brand. At the same time, we must pay more attention to integrate the enterprise brand and product brand.The next factor is brand propagation. It is very important, but most enterprises don't do it. In this days, there are much of information .if enterprise don't take actions to attract peoples'attention, it will be eliminated through competition. The basis of the propagation of brand is CIS which includes mind identity (MI), behavior identity (BI), and visual identity (VI). Every part has own contents and formation of building. After designing the CIS, we have four targets to choose. They are brand notability, brand good reputation degree, brand ratification degree, brand fidelity degree. Of course, we have many contents such as enterprise idea, the brand position. The brand management ability and additional benefit of brand etc. Then we could adopt forms as follows; culture, public relation, advertisement and so on.The last factor is estate service. It ought to be a part of project quality originally. Listing it alone in here is a strategy. Because it is important to the entire customer. In this part, I suggest that Estate Company is not an estate management company, but an estate service company. This change is suitable to the law of economics and the nature of the estate company. Then, I elaborate how to build enterprise brand through estate service.The more important is that the four factors are not mutually isolated, but are mutual connective. For example, brand position not only has project position, but also has the service position, then makes customers acknowledge them by brand propagation.