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A Study on Brand Strategic Management of Real Estate Industry

Author: LiTieQiang
Tutor: WangBo
School: Tianjin University
Course: Management Science and Engineering
Keywords: Real estate Brand Management Marketing Strategy Brand extension
CLC: F293.35
Type: Master's thesis
Year: 2004
Downloads: 668
Quote: 2
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Abstract


In the national macro-policy support, to further promote the urban housing system reform, a major shift in the concept of residential housing, residential housing consumption effectively started the commercialization of housing system has been basically established, the continued rapid growth of real estate investment, real estate has become an important pillar of the national economy industry, for improving the living conditions and promote investment and consumption growth, and the expansion of employment and other aspects of society have played a positive role in promoting. Severe housing shortage era has ended, people in housing quality and functionality have higher requirements, housing demand into a new era. From a seller's market into a buyer's real estate market, housing demand shift to comfort, the industrial growth mode from quantity to quality and economic, industrial level, from traditional to ecological, intelligent, industrialization and other modern paradigm shift, real estate structural change adjustment period to enter. In this transformation process, the real estate brand as an important resource and asset, it will promote technological progress and industrial development has played a huge role in promoting the brand building and promotion will also cover the entire industry. Combined real estate brand development and brand competitive environment, the general trend, the paper tightly around the theme of real estate brand management strategy, through introduction, brand overview, brand development, strategic analysis, empirical research, brand extension and expansion and conclusions seven integral part of the analysis of the real estate industry and its brand development status quo and development trend of systematic exposition of the concept of real estate brands, features, and branding strategic significance, detailing real estate brand development process, focusing on the brand management strategy analysis and an empirical study. In this paper, the following aspects in-depth research and innovation: First, the status quo of China real estate brand management to conduct a comprehensive diagnosis; Second, the domestic and international real estate brand management conducted a comparative study; Third, the use of strategic management and brand marketing theories constructed real estate brand management processes; Fourth, the use of marketing theory, the real estate industry has been the implementation of brand strategy analysis; five, combined Vanke brand building, brand management, summed up for reference and promotion Experience.

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