Study On TF Brand Management Under Customer Satisfaction Orientation

As the ending of shortage period and starting of oversupplying period in the real estate field, the brand competition will be the replacement of product competition to become the main stream of market development. At present, in China, the housing brand competition construction is very junior. The value of brand is low and the life time is short. When a customer wants to buy a house, the awareness of brand is not as much as he buys other things. There is still a long way for housing brand establishment. But it's just a time issue. As the housing market is getting more and more mature, purchasing perfect house, relying on the brand must be a trend. With the improvement of living standard and housing condition, the customer has more needs for function of housing, such as multiple functions, environment construction, more attention to housing culture taste, ect. Only qualified brand housing can attract customer and gain the recognition of the society. It can raise enthusiasm of consumption and desire of purchasing. A corporation who'd like to take the advantage of brand, strengthen the market power and share, brand establishment and development must be an essential. But there are still a lot of problems in this progress. For instance, some corporations just advertise themselves based on the sources on hand in stead of the needs and feelings of target customers.Based on the relevant theories and practical methods, the writer studies the topic by means of comparison and analysis. In theoretical study, the writer makes analysis to the concept and content of brand and housing brand, the relevant national and international theories, customer satisfaction theories. In practical point, the writer chooses TF company which she worked for 7 years as objective. And also the thesis focuses on the project HJ. It analyzes the TF company brand establishment and project HJ marketing promotion information. The writer raises up one point that the housing brand is relating to the customer satisfaction standard. It's called the housing brand from the customer's view. The writer updates the current customer satisfaction study module by adding brand factor. There are 15 kinds of relationship among the 6 factors of price, quality, service, awareness value, satisfaction and brand. It proves that the housing value can be added by improvement of service, satisfaction and brand after the customer gets the product. With analysis to the current status of TF company brand management, learning from some mature brand theories, combining the study of customer satisfaction, the writer makes proposal of positioning to the TF company by means of SWOT and module establishment.