The Study About China's Real Estate Enterprise Brand Value Of The Assets

The real estate market in China for nearly 20 years of experience in product, price competition, is moving into a new era of brand competition. With the 2008 after the financial crisis, China's real estate market again careened, run, in order to maintain the stability of real estate prices rising and development of the real estate market order, the government recently issued tougher than ever of macroeconomic regulation and control policy. These will cause the land, capital and talents restricts the development of real estate enterprises hard conditions will be more nervous than ever before, all of these factors will further accelerate the speed of real estate enterprises more competitive, leading to the enterprise survival, China's real estate is to shuffle. In this opportunity to continue operating from the industry transition, non-standard operation and marketing vacuum that success has become the past type, real estate enterprise is to achieve maximum value of brand, brand value will become the most lasting core value.Based on the analysis and comparison of the famous at home and abroad and research method of evaluating the brand assets, trying to find a suitable for China's real estate brand asset valuation method, in order to the real estate enterprises in China to provide brand construction and evaluation can be used for reference.This paper defines a brand connotation from the definition, brand, brand is the intangible asset, and no substantive thing for people to intuitive, have exclusiveness, risk and uncertainty, it and its economic value, it is the mixture of intangible assets, the whole image of enterprise, is the common development of the intangible asset, and reflects on the consumer of credit. Secondly, defines the brand equity connotation: brand equity is the most important intangible assets for the enterprise, is one of the profits brought the intangible asset, and unable to accurately measure, invisibility marketing performance index of the measure. And the value of brand assets from the cost value, value, right from three aspects: value evaluation. Again, the analysis of the current value of brand assets evaluation method, the main factor of the cost method based on financial market method and earnings, and is now widely used method based on the relationship between consumers and returns the value of the assets evaluation method. In the above analysis, the method that real estate brand value from its economic value and society value and its cultural value, on the basis of real estate brand value evaluation to explore a new method, the new method to improve the method of product, the brand value and consumer rights value constitute the brand value, and consumers by the value of value and the potential value of loyalty, the brand value of overflow profitability and profit potential, and ten three indexes, and using the AHP assessment method for quantitative indexes, and eventually determine the brand value and consumer value modifier. Finally, this paper constructed the model of the brand ltd.gemdale corporation value assessment, and through TOP10 inspection.