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Brand development of real estate companies

Author: JiaWenBo
Tutor: QinKaiDa
School: Kunming University of Science and Technology
Course: Business Administration
Keywords: Real estate Brand development Brand communication
CLC: F293.3
Type: Master's thesis
Year: 2011
Downloads: 39
Quote: 0
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Abstract


With the the development of modern commodity economy,real estate industry is developed, rapidly. The world economic history shows that industrialization and modernization, and hand in hand with urbanization, land and housing has produced a strong demand, thus becoming the promotion of housing real estate continued development.Real estate brands in real estate business is real estate projects and development and product operations, the systematic, planned and destination of the product innovation design, public real estate companies and real estate companies recognized the value of products and ultimately determine the quality of the real estate business after a project or a trademark. The formation of real estate brands in real estate enterprises and their products interact with the public understanding of the results, the real estate brand and real estate projects together constitute the real estate brand. In the new challenges, the main problem facing the real estate business is how the performance of the company’s personality, how consumers choose among the many real estate projects of the enterprise.After reforming and opening up, China’s real estate market flourishes. But the real estate industry as a new form, or at the early stage of development, in many ways immature. In recent years the pace of development is faster, but experienced a short period of history, real estate brand concept immature, there is no perfect theoretical system to guide, practice has yet to be explored, the complete supply chain system is not established, the lack of considerable size of the leading real estate companies.XX Real Estate Company was founded in 1999, is set up in Shenzhen City, a long time, standardization, specialization, higher levels of scale, higher brand awareness and reputation, set of real estate, mortgage, guarantee, assessed as one China famous brand real estate services agency brokerage firm. XX brand of real estate is one of the basic principles of operations with real estate brands to plan product positioning and development of the project. Product itself does not reflect the meaning and value of products, but brands can give more value and purpose of products. You can enlarge the value of brand products, products to be improved through the interpretation of the brand.This real estate companies around the XX brand development as the main clues, from both theoretical and practical aspects of brand development related issues. Real estate enterprises to cultivate brand can enhance the core competitiveness of enterprises, improve the added value of products, and thus control the market the real estate business. Through our brand status and problems of introduction, and on this basis, the issue presented the brand development. By the theory of real estate corporate brand research, combined with the current development status of real estate brands, causing the real estate industry, the behind the brand operation is analyzed and pointed out that the real estate business by creating a brand, you can real estate developers and consumers many benefits, which demonstrates the real estate industry should implement brand management strategy.Brand development of real estate companies, is a systematic, long-term process, the real estate brand culture refers to engineering design and accurate scientific method, system for nurturing and sustaining the brand of all the work in general. XX real estate for business operations and problems of the status of proposed brand development for real estate enterprises XX Construction mechanism. Mainly from the brand positioning, communication, integration strategies and effect evaluation of the four aspects of the system.

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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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