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Evaluation of the real estate business brand value

Author: LiuShuZuo
Tutor: LongShengPing
School: East China Normal University
Course: Industrial Economics
Keywords: Real Estate Brand Brand value evaluation Social evaluation
CLC: F293.3
Type: Master's thesis
Year: 2011
Downloads: 269
Quote: 1
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Abstract


China's real estate market after 20 years of development, the market has begun to take shape. With the improvement of people's income levels and improved quality of life, buyers Kuchimasu rational, brand become an important factor in the choice of housing. Market structure has thus realized from the initial quality, price to win and now the brand as the core of the comprehensive strength of the competition changes. However, although there have been some real estate companies to better implement the brand strategy, has been recognized by the society, there are still quite a number of developers only pay attention to short-term interests, brand consciousness, which for the Chinese real estate enterprise is detrimental to long-term development. Therefore, the real estate business brand in-depth study, and its reasonable valuation for real estate enterprises in brand building and enhancing brand value is of practical significance. This paper first reviews the domestic and on the corporate brand valuation method, and then on China's real estate business brand valuation study summarizes the current situation and found that most of the brand value evaluation is mainly based on the angle of corporate brand evaluation, that is, from the consumer and market two aspects were evaluated. Taking into account China's real estate business shoulder Metro construction, urban renewal, and many other functions, has been more than the average government and public attention; Meanwhile, global warming, countries in the context of promoting low-carbon concept, as can be consumption of large real estate enterprises should take energy saving, reducing energy consumption responsibility. Therefore, for the real estate business, this angle increases brand value based on social evaluation. In previous studies, based on the reference method Interbrand brand value evaluation framework for real estate business operating profit after tax, based on business and society through two perspectives on the real estate company's brand comprehensive evaluation to design a suitable Chinese real estate enterprises in brand valuation methods. In this method, the paper and the use of expert opinion fuzzy comprehensive evaluation method, respectively, from the economic contribution level, the level of corporate integrity as well as the level of social welfare activities in the face of the real estate business tripartite social performance comprehensive evaluation of the real estate business as a fully stressed special social citizens should bear certain social responsibilities. Especially in today's soaring housing prices, the introduction of national regulatory policies frequently the case, social responsibility will help to increase consumer confidence in the real estate business, real estate enterprises to establish brand image, so as to enhance brand value. Finally select industry leaders Vanke Co., Ltd. empirical analysis, and evaluation of the results were analyzed to verify the applicability of the method.

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