The Research Of Real Estate Brand Construction Strategies Based On The Niches Theory

With the acceleration of urbanization in China, China’s real estate enterprises are in a new developing environment. Over the past decade, China’s real estate enterprises developed rapidly from the shortage era to the era of excess. Housing has become a mass consumer goods. The consumers’concept is becoming increasingly mature. Brand competition has instead of price competition and quality competition has become the inevitable trend of development of the market. The brand construction of real estate is very imperative. This requires real estate companies consider many factors, to develop appropriate strategy of brand construction to improve brand competitiveness of the real estate enterprises. In this paper, I use the biological metaphor research methods analyzing the composition of the niche of the real estate brand. The brand is a complex biological. Brand relies on the market resources to survive and develop. On the basis of analyzing the construction of the real estate brand niche, I study the real estate brand construction strategy.This paper summarizes the research of scholars at home and abroad including theories of brand ecosystem, theories of brand niches, review of the development of real estate and the real estate brand construction. This paper uses the research method of open-ended questionnaire survey and interviews to come to real estate brand niche form factor questionnaire. And then send out the questionnaires, collect the data, analyze the date using SPSS software for statistical analysis and get the conclusion that a real estate brand niche consists of nine factors. Based on analysis of the composition factors, this paper researches the real estate brand construction strategy. In this paper, the brand construction strategy will be divided into real estate brand positioning strategy, brand support strategy, brand design and communication strategy, brand feedback strategy. The four parts are closely linked, are indispensable, constituting the complete real estate brand build strategy. Finally, this paper launches a case study, taking Jinan Sunshine100as an example.One hand, this paper gives a complete brand building strategy for the Chinese real estate enterprises’brand management activities and useful advice and reference on real estate real estate brand building and management practices. The other hand, this paper further enriches and strengthens the brand niche theory.