A Study On Brand Competitiveness Growth Ways Of Integrated Operation Real Estate Enterprise In China

After30years development, the real estate market in China is getting maturinggradually, with continuing and strengthen national macro-control, the real estateindustry in our country has entered the depth adjustment, Implementation of theintegration is a way to break through the bottleneck of development,it is also whatindustry leading companies are doing and the trend of the real estate enterprises. At thesame time, the real estate industry has entered the era of brand competition, strongbrand competitiveness has been powerful weapon of the real estate enterprises to gain afoothold in the market competition. Based on this, study on the ways to improveintegrated operation real estate enterprises brand competitiveness in China is necessary.This paper based on the analysis of China’s real estate industry developmenttrend, integration theory, brand competitiveness theory and value chain theory, puts forward the concepts of integration brand management. By using the theoryof value chain analysis of integrated operation real estate enterprise information transmit between various business departments, summed up the characteristics andinfluencing factors of the integrated operation real estate enterprise brand management.Then this paper try to build the brand competitiveness evaluation index system. Select eight representative brand enterprises which are trying to do integration, using PCA find out the10major factors which influence the integrated operation real estate enterprise brand competitiveness mostly,and proposed the integrated operation real estate enterprise brand competitiveness ascension path.Combini ng with the China metallurgical construction real estate brand SWOT analysis, using the three-level fuzzy comprehensive evaluation method to evaluate the brandcompetitiveness, find out the main factors affecting its brand competitiveness, Proves the the scientific of the10key factors, making China metallurgical researchreal estate increasing brand competitiveness Implementation advise under the integration.