Research On Brand Building Of Real Estate Companies Based On TBCI Model

Under the policy of "Suppressing the Rise in Housing Prices",the control policy in real estate industry has become more stringent,and the industry has entered an adjustment stage after more than 20 years of golden age.Close to the inflection point of the industry,brand is even more important for the real estate enterprises in transition.There are a lot of in-depth research on brand valuation at home and abroad,but through literature analysis,it is found that the traditional brand valuation theory and the existing real estate brand valuation research have certain limitations.The TBCI model not only integrates market factors and consumer relationship elements into the evaluation system,but also meets the development trend of brand value assessment,and provides guidance for brand management,which has great significance for brand operation practice.Therefore,I use the TBCI model to evaluate the brand of real estate companies.The paper first introduces the classic theory and method of brand evaluation,comprehensively analyzes its advantages and disadvantages.Besides,it expounds the research literature of domestic real estate enterprise brand evaluation.On this basis,the brand credit index(TBCI)model was introduced.Principal component analysis was used to analyze the operating performance of domestic listed real estate enterprises in 2014-2017.And the Country Garden,which has a good performance and stability,was selected as the research object of brand premium.The real estate leader Vanke was taken as the reference object.Using the TBCI model to measure the brand credit of two companies,the result shows that Country Garden brand credit is D and there is almost no brand premium while Vanke brand credit is A with a brand premium rate of 198%,Country Garden's product quality is the main factor which restricts its brand credit.The problems existing in Country Garden are universal.Therefore,I give suggestions for domestic real estate enterprises as follows:segment target customers;enhance brand emotional value;formulate crisis public relations plan;improve network communication terminal;disclose the quality information.The paper uses the TBCI model to evaluate the brand of real estate enterprises,overcomes the limitations of the classic brand value assessment method,and provides brand construction guidelines for real estate enterprises in transition.