The Research Of Brand Construction Of Real Estate Enterprises

At present, China's real estate enterprises tend to attach great importance to promotion and publicity of their brand but ignore pursuing comprehensive customer satisfaction through integration of marketing in their brand construction. This paper, through an exploration into various elements of brand construction of China's real estate enterprises, especially the practice of integration of marketing, provides an in-depth analysis of relevant theories and practical experience. This analysis can help enrich the theories of marketing management and brand management, provide various kinds of enterprises, especially real estate enterprises, with reference for their development of corporate strategies and marketing practice, and enrich and improve the research about brands of real estate enterprises.This paper takes the construction of corporate brand of S Group as an example and proposes the idea that brand construction of real estate enterprises is a systematic project,The brand development strategy is implemented by the real estate enterprise through the coordination the three major modules, i.e. corporate culture, governance structure and products in combination with the customer service platform. This can facilitate development of the enterprise's businesses while achieving the brand development strategy of the enterprise. Among these, integration of marketing is the inevitable road for constructing the enterprise brand when the enterprise develops to a certain stage.Under the context of continual market macro control policies, brand construction has become especially important for real estate enterprises. Contributions of this paper to brand construction of real estate enterprises include: This paper clearly points out that brand construction of the enterprise should not be restricted to the levels of brand positioning and brand publicity. Instead, it involves various aspects such as the enterprise's strategy, governance structure, corporate culture, product capability and customer relations management. Implementation of the brand strategy from this perspective can help real estate enterprises establish their core competitiveness, becoming eternally young in their businesses and in turn promote the healthy and orderly development of China's real estate industry.