The Research On Brand Construction And Management Of China’s Real Estate Industry

With the continuous development of real estate industry in our country, thecompetition between enterprises has gradually changes from the traditional pricecompetition and regional competition to brand competition. This paper first review thedomestic and foreign brand research present situation，then review the brand constructionand management theory,study through the development of the real estate industry, thebrand construction importance,state existing brand consciousness and lack of evaluationsystem and such problems.Then build the methods that increase brand awareness andbuild the enterprise brand unique core value,and discuss the service brand construction.The concept of service brand is common in production enterprise,but it is rare in thereal estate industry. In this industry,property management and property services are morelikely to be mentioned. But as a client group industry which is more larger, the servicebrand need more detailed division. This paper discussed from property services andcustomer relationship management based on the real estate industry development,this isalso the innovation in this paper.The writer hopes that through this article, can makingmore scholars can attention property management and make the real estate industryservice brand more system and perfect.In the article, the authors insist on the principle of seeking truth from facts,researches many cases and literatures, studies from macro to micro, from general tospecific, from surface to depth, summarizes China’s real estate industry enterprise brandconstruction problems. Then puts forward the problems, and find the solution. In the end,the article analysis the real estate service brand, hope for this article can be helpful to thefuture development.