Brand Construction Study On Real Estate Enterprise In China

After20years of high speed development, the real estate industry of China hasachieved remarkable achievement, and become a pillar industry of the national economy.As consumers becomes increasingly rationalized to buy houses, demand is graduallypersonalized and products tend to be homogeneity, competition in real estate market hasevolved from the original price competition and quality competition into brandcompetition. At present, most of Chinese real estate developers only pay attention tospecific project publicity, with the aid of the traditional marketing method into temporaryprominence, but just a flash in the pan, and it is difficult to maintain long-term brandeffect and the lead the role. A few enterprises of high reputation and strong strength havea brand consciousness, but the lack of clear brand positioning and complete brandstrategy, also do not skillfully use all kinds of communication means to promote brand,so the brand influence of market is still relatively weak, and brand impression is vague inthe mind of consumers. Therefore, in this kind of environment, use the domestic andforeign mature brand theory for reference, combined with the real estate industry,analyzes the characteristics of real estate brand, explore the real estate brand constructionwill be a significant issue.Through the literature investigation, this article reviewed the theory of real estatebrand, analyzed the course of construction of the real estate enterprise brand,the existingproblems, the development trend of China, and the meaning of construction real estateenterprise brand, probes into the construction strategies of real estate enterprise brand,including product localization strategy,marketing strategy, communication strategy andmaintenance strategy, combines the theory discussed above and systematically studiesand analyses the case of the Vanke brand construction. It is a system engineering toconstruct the real estate brand, multifaceted and requires a constant study, providesintelligence support for our real estate enterprise brand construction.