Real Estate Brand Strategic Research Based On The Value Chain

Entering the 21st century property market, after several competitive stages of speculation, planning and re-fight the concept, real estate is no longer the so-called "reinforced cement + concrete building", but based on the products and services being endowed with rich connotations of the relationship between the national economy's pillar industries.In recent years, to stabilize housing prices and slow real estate bubble, the government has introduced a series of macro-control measures especially the "six" and supporting policies. There is no doubt that the government determines to stabilize the property market and deploys resources effectively. It can be predicted that the future of real estate market competition will be more intense, deciding the core competitive edge is not only capital and land, and other mandatory targets, More importantly, enterprises'brand image in the eyes of the government and the consumer is enterprises'brand management level. Integration of resources, implementation of brand strategy, building a brand image and enhancing brand value will become necessary to the survival and development of the means. This paper mainly from several areas bellowing describes real estate brand strategy:Part I: Describes the value chain theory and implementation of real estate brand strategies. Value chain analysis is a basic source of edge tools, It will be business activities in value transmission methods to break down, in order to learn more about the cost characteristics, and the existing and potential sources of differentiation, in order to determine the competitive advantages and core competitiveness.It will be business activities in value transmission methods to break down, in order to learn more about the cost characteristics, and the existing and potential sources of differentiation, in order to determine the competitive advantages and core competitiveness.Brand products represents enterprise value of the products and the overall value chain, value chain theory on the implementation of brand strategy has some significance. Value management is the essence of brand strategy perspective; the brand strategy is the locomotive system of the value of enterprises. In-depth understanding of real estate enterprise value analysis system, establishing enterprises brand strategy real estate enterprise in the market are necessary to maintain the core competitiveness of the leading brands.Part II: It mainly describes the strategic positioning of the implementation of major real estate brand strategy. The so-called strategic positioning, we must understand from the macro, the value chain analysis and analysis of real estate industry environment, market environment, so as to establish foothold enterprises to seize the minds of consumers, in the minds of consumers occupy a seat position. Brand positioning is the starting point of the strategic property implementation.Part III: This part mainly describes the implementation of the brand strategy -- Brand Business. Brand operations, the brand strategy implementation phase, are driving the overall strategic new boosters. Business real estate brands include three aspects: First, the performance of brand connotation, enterprises should be accurate to brand the content through a special way, and convey to the outside world; second, the real estate brand connotation through integrated marketing communication channels is conveyed to the audience. But brand communication is not simply the form of newspaper advertisements, it should include the combination of multiple channels; Third, enterprises should complete the transition from a good image establishment to brand recognition and reputation. Business brand in the real estate process, both CIS design and integrated marketing communications, brand management, we must take into account any factors in the real estate value chain with systematic, comprehensive strategic vision to analyze perspectives.Part IV, this part mainly from real estate brand management and brand extension and maintenance aspects, emphasizes real estate brand innovation. The strategic brand management is key to construction of the core competitiveness of enterprises. Only through systematic brand management can ultimately the enterprises establish brand assets (including brand recognition and brand reputation. brand lenovo, brand loyalty, brand image quality) competitive advantages. It's easy to fight to win the state power, but it's difficult to defend the landscape. In the real estate market, many enterprises were brilliant, now become declining, some even forced to close. Therefore, maintaining brand and innovation capability are important survival skills for enterprises.