The Study On Branding Construction And Management For Real Estate Enterprise In China

After 20 years of rapid development, Chinese real estate industry has developed from the era of quality competition into brand competition. To the Chinese real estate enterprises, brand value has become an important measure standard of the strength of a corporate survival and sustainable development potential and product marketing capabilities. As competition intensifies, many real estate development enterprises have realized the importance of brand strategy.Currently, a number of well-known brands, such as zhonghai, Vanke, gedmale ground, etc., has formed in China's real estate development industry and these brands have formed their own culture and philosophy.It is very important in operation and management of real estate business that Research on the power of brand construction, brand management approach and the brand value extension.This paper will connotation of the brand, and strive to build brands and brand management from the perspective of real estate brands to make in-depth analysis, hope to create real estate development enterprise systems real estate brands and brand strategy to provide some ideas, methods and recommendations.This paper references on other real estate brand management theory and methods of construction. Its innovative is real estate brand building and management should not only focus on the customer, but also the implementation of 360-degree brand management, real estate brand to have relations with all groups and individuals spread the brand, and made the whole concept of brand value management. And as a case study to the Zhonghai Real Estate, its brand-building experience was summarized and also presented its lack of brand building and improvements.