Theory Research On Real Estate Brand Construction And Management

Along with the real estate market becoming mature, competition among real estate corporations has shifted from quality-oriented and price-oriented to brand- oriented, the real estate industry in China has been involved in the new age of brand competition. Presently, the domestic real estate lags in brand construction, as a result, the question how to build and realize real estate brand strategy is urgently awaited to be solved in real estate industry as well as the academia. Depending on analysis to correlation theories and actual cases of the real estate brand, this paper designs the theory frame about real estate construction and management.1. Real estate brand can be divided into project brand and enterprise brand, based on the theories about brand and maketing and the analysis to real estate industry situation in China. The project brand offers foundation of the enterprise brand, likewise, the enterprise brand is refinement and promotion to the project brand.2. This paper puts frword an opinion that the project brand foundation should carry on from the view of the project's entire process. It means that the real estate enterprises should implement brand shaping from market positioning to design, construction, service and after service.This part gives solution to project brand constract and operation.3. The enterprise brand construction is systems engineering which includes brand position, brand design, brand support system and brand spread.The brand position is about the brand tentative and development direction;the brand design aims designing brand image profitting from the CIS theory;the brand support system stands by brand via product quality,product innovation, enterprise culture and so on;brand spread furnishes ways to transmit the brand image to goal consumer according to the enterprise intention.4. Brand manangement includes brand value assessment and brand extention. Brand value assessment carries on the appraisal to the brand's implementation effect quantitatively, which is advantageous to the brand optimization adjustment.Brand extention deepen the original brand by making use of it's core value. In a word, Real estate enterprises may maintain and expand the original brand depending on the brand manament.