Brand Construction Study On A Real Estate Company

After nearly 20 years of development of the real estate market,along with the continuous development of urbanization,the sustained growth of our economy.the continuous,peoplets demand for the improvement of living environment is increasing day by day,especially from 1999 to the present,although the market has experienced several rounds of rapid rise and targeted macro-control by the State,but in the first and second-tier cities of the country,the demand for real estate products is still very strong,and some cities have reached the "hard to find" status.In order to make the sale of real estate products more fair and reasonable,some local governments have formulated the sales balling strategy of notarial office,government administration,real estate enterprises and customer representatives.Because of the hot real estate market,in this kind of market,real estate enterprises often can not pay enough attention to customer relationship maintenance,simple method,especially late delivery,maintenance and complaints,such as improper handling,directly affect the enterprise brand construction,leading to brand reputation damage.If the real estate enterprise that enters the market newly,also can have different influence to its brand position and landing.In view of this,this paper begins with the research real-estate company's brand construction,summarizes the previous research experience in related fields,analyzes the correlation among real estate enterprise pricing strategy,cooling policies,post property management service and its brand construction,and lays the foundation for the latter research.Then,the paper analyzes the current situation of real estate market in the state level and Nanjing City level,and summarizes the key things for brand construction of real-estate Company.Then this paper analyzes the current brand construction situations of some famous real-estate companies and A company.Lastly.uses questionnaire for A company's accumulated customers and analyzes some key issues about brand acknowledgement,customer satisfaction.cognitive channel,etc,puts forward the importance of brand construction to A company,states the reason and necessity of brand construction promotion,through the improvement of the deficiencies of brand construction,rebuild,achieve the landing of A company in Nanjin brand construction,and gain more profits;It is beneficial to promote A real estate industry to a more benign and more mature direction.The research of this paper provides a reference for the customer relationship management of real estate enterprises,helping small and medium-sized real estate enterprises to improve brand value and market competitiveness.