The Research Of Brand Elements Of Chinese Real Estate

Our domestic real estate has got a substantial progress since1990s. As the state economics stanchion industry, the real estate gets the concern from government and the public all the times. At the same time, the real estate brand building has also undergone development of progress from scratch. With the emphasis put to the real estate brand building rising day by day, like other industries, the competition of market will be converged on the brand competition in the end. The brand factor, as the basic elements to form the brand, is crucial to establish the brand equity, which should make the customer known especially.This thesis is using the description of brand factor perceived by the customer from Kevin Lane Keller, basing the research on real estate particularity and combining the current situation and trend of domestic real estate market. We study the selection of domestic real estate brand factor and characteristic of transmission while brand building period basing on the brand factor. At first, as the particularity of real estate makes the transmission characteristic different from common goods brand factor. This particularity not only reflects in the selection for each factor, but also in the differences among the every factor’s position. On the respect of real estate transmission, it will be much obvious from the rank in the specific information transmission progress; especially the use of media has its own characteristic instead of the dependence on mass medium by the common community. Furthermore, as the change of present market environment, especially series of2011national macro control, domestic real estate market come into a new competition period. To face the fierce market competition, there are also some adjustments to the real estate brand building, which reflect in the respect of selection of brand factor and transmission. In the end, Basing on the classification research of domestic real estate, then to rise the characteristic of real estate brand factor. What we should clarify is, although some reasons like micro control aggravate the market pressure, this industry’s main trend is still developing, and our domestic real estate brand building will develop into a standard and effective direction.