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The Study on the Real Estate Brand Strategy Management for Jindu-Group

Author: DaiFengWei
Tutor: MaoYiHua
School: Zhejiang University
Course: Structural Engineering
Keywords: Real Estate Brand Real Estate Brand Strategy Interactive growth theory
CLC: F293.3
Type: Master's thesis
Year: 2009
Downloads: 346
Quote: 2
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Abstract


Into the 21st century, the Chinese real estate market from the frenzy of the 1990s, broke out with foam, gradually becoming more mature and rational. Real estate enterprises in the market economy furnace to be baptized, survival of the fittest, discriminating. In the increasingly shrewd and rational consumer before, some sensible developers are already fully aware of the brand-building enterprises dominate the market, increase market share important means is an important guarantee for enterprises bigger and stronger. The real estate industry has entered a stage of brand competition, the urgent need for real estate brands in-depth study. Relatively speaking, the foundation of the domestic real estate brands too shallow, the brand still need to mature in time. This is like in the real estate brand strategy planning studies to explore a more scientific and practical set of theories and methods. This paper begins with the brand's start with the basic theory and methods to study the definition of real estate brands, as well as real estate brand strategy, define the problem. Pointed out that the real estate of this study is a systematic brand strategy, including product brand, service brand, corporate brand and other content, including a comprehensive brand system. This comprehensive system needs to first clear strategic environment, real estate here made an important impact on the environment - political, economic, socio-cultural and technological environment, combined with Waldo group specific analysis; Then the real estate brands and construction pattern formation mechanisms are discussed analyze corporate brand for the entire enterprise value of the process; Then in the real estate business brand strategy implementation of specific strategies selection, based on previous studies, this five-star model and the model derived yin and yang, the real estate company's brand positioning, brand identity, brand dissemination and factors such as product quality and service is the real estate business to focus on the implementation of brand strategy considered part, so the specific strategies on these aspects of starting from Waldo group were investigated for each specific implementation strategies. Full text supplemented by well-known real estate companies Downtown Real Estate Group, case studies, the brand strategy system elements in the specific sections for detailed analysis and description. This paper focuses on building a set of rules to follow, through the orderly strategic steps for reference and learn the real estate business. Meanwhile, the paper in accordance with the strategic environment, the formation mechanism and the construction of real estate brand model and strategic implementation strategy and other steps to write, then one by one swing. From this perspective, this article from methodological and theoretical vision of the brand strategy and hierarchy become clearer, and thus enrich and expand the brand strategy theory.

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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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