Chinese Real Estate Companies Branding Research

China real estate is a new industry, and with the development of china' economy, Real estate has become a major industry in our country economy, and there are great potentialities in the future. Because the profit of real estate is higher, the quantity of real estate enterprise is increasing, there are now thirty thousands real estate enterprise in our country. With the increasing of real estate enterprise' quantity, the competition in the real estate enterprise is more fierce. Now real estate industry has come in the market controlling by customers' needs from controlling by seller. The customer' demand is more and more higher. The competition of real estate enterprise is turn into the times of brand competition. Real estate enterprise should establish its brand in a short time. But now there are many questions in our real estate brand, such as be lack for brand idea, be lack for brand management in a long time, depending on the advertise overmuch, etc. This make many our real estate brand be lack for competition.In this paper, I introduce the meaning and use of the brand at first, brand establishment of real estate enterprise can be promoting its core competition and increasing its product additional value, so real estate enterprise may be controlling the market. Then analyzed the market supply and need feature, together with the development of the real estate industry.There are three steps in our real estate brand development, manage level of real estate enterprise is ceaselessly raising from manage confusion to studying brand establishment consciously. Some new famous real estate brand has emerged, but in short, our real estate brand level is in lower step, in this paper, I introduce the current situation of the real estate brand and questions in our country. on the basis of that, I present the question how to build up the brand of real estate enterprise. Brand establishment of real estate is a systematic and long course. About how to build up the real estate brand, I center on four measures taken by real estate enterprise , including brand positioning, brand personality, brand culture and brand expanding in different district. At first, real estate enterprise should analyzed the market to proper positioning, then on the basis of real estate product develop procedure and value chain,it should build up the brand personality from four measure? including creating the new product, engineer quality, improving service level, brand culture0 What' more, the real estate can build up its brand culture and expand in different district by victorious brand mode oIn the implementing of brand establishment, I briefly center on four measures: creating new product to build up product brand, enhance the engineer quality to build up quality brand, improving service level to build up service brand, give good brand culture design to build up culture brand 0 The real estate enterprise should have a good manager in these measures so as to possess different feature and take diversified brand strategic to promoting its core competition advantageo At last, I introduce the important use of enterprise culture in the brand establishment 0...