Research On The Brand Establishment Of Real Estate Intermediate

Currently, the competition between real estate intermediaries has entered the brand competition stage. Brand is the product labels, is a valuable intangible asset, the brand is the competitive edge! In the domestic real estate market changes and the influx of foreign real estate enterprises under the dual pressures, China's real estate enterprises to intermediaries in a complicated, highly competitive environment to achieve sustained development, it must implement brand strategies; rely on a brand name in pursuit of survival and development. However, as China's real estate market is not a long time, brand development is still not mature, domestic real estate intermediary enterprises lack a clear and coherent strategy for the brand and improve the identification system not establish an effective brand management structure and institutions.This paper is an intermediary in the real estate business for the brand-building theme, Study of China's real estate enterprises how to build an intermediary with the enterprises-themselves, and it has some obvious competitive advantages brands. From the real estate intermediary brand positioning, brand image-building and communications, brand operations, Brand management four aspects of a more comprehensive real estate intermediary brand-building system. Mainly on the property intermediary brand positioning systems, real estate intermediary brand image shaping the cultural image of the mold, Brand real estate intermediary objectives and the dissemination channels, real estate intermediary operation of the brand and model strategy real estate intermediary brand extension types, real estate intermediary brand repositioning of the procedures, as well as real estate intermediary crisis and the crisis of the type of approach were studied. Meanwhile, combining a well-known real estate intermediary enterprises-Sunco's brand building empirical analysis, have important theoretical value, and value.