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Real estate enterprises in China to create a strong brand strategy

Author: SunMeng
Tutor: ZhuHeLiang
School: Capital University of Economics
Course: Business and Economy
Keywords: Real estate Strong brand Brand positioning Brand Strategy
CLC: F293.3
Type: Master's thesis
Year: 2010
Downloads: 288
Quote: 1
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Abstract


With the increasingly fierce competition in China 's real estate industry and real estate policies increasingly standardized , the traditional mode of operation of the real estate business has undergone enormous changes . In the sales process has not only to meet the purchase needs of consumers , but also in providing high-quality products and services at the same time , try to meet the psychological needs of the consumers heart , can be said that the real estate market has been gradually from the seller's market to a buyer changes in the market . Correspondingly , the competition among real estate companies have gradually enter by price competition to brand competition stage . Brand competition as the highest form of competition in the market will no doubt become the main form of competition in the real estate market in the future , corporate branding has become a key factor in a business success dominate the market and the expected revenue . With the continuous improvement of the real estate business management level , China has a number of well - known real estate companies brand . But generally speaking , the overall level of China's real estate corporate brand is still not high , can be called a strong brand is only a handful . Therefore, China's real estate enterprises to create their own brand is to create a strong brand is imminent . Around the real estate business brand building as the main clue to start from both theoretical and practical aspects of real estate enterprises in the process of branding related to title . And through the analysis of the characteristics of real estate branding , described at the conclusion of the brand development process of China 's real estate enterprises in China , the development status of China 's real estate brands . Real reaction in empirical research , consumers empirical research consumer brand awareness and acceptance for real estate , and Vanke industry leader in enterprise brand strategy correlation analysis . Finally, this paper will present some strategies to build strong brands , such as: positioning strategy, product strategy , pricing strategy , channel strategy, promotional strategy , and strive to shape the real estate business brand and the implementation of brand strategy to provide some ideas for the real estate enterprise systems , methods and recommendations .

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CLC: > Economic > Economic planning and management > Urban and municipal economy > Urban Economics and Management > The real estate economy
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