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

A Study on the Brand Establishment in Real Estate

Author WangGuangJian
Tutor YangRongLiang;RenHong
School Chongqing University
Course Technology Economics and Management
Keywords Real estate Brands Branding Tactics
CLC F293.3
Type Master's thesis
Year 2001
Downloads 621
Quotes 7
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Chinese real estate market has experienced a tortuous process of historical development . With the development of commodity economy and improvement of housing reform institutional , commercial housing oversupply , the consumer has become the main body of the housing market , so the real estate market, real estate brand competition is an inevitable trend . Meanwhile, the real estate commodity specificity, China's accession to WTO, but also calls for the real estate industry to the brand direction. What is the real estate brand ? How to build real estate brand ? By author in Chongqing \Real estate brand, for consumers, they can reduce the cost of gathering information , to avoid any risk, the formation of brand preference . For real estate companies, real estate brand not only make the real estate companies to develop products that are no longer involved in the quality of pure competition , price competition, but also can enhance the added value of the property and improve the industry concentration , promote the optimization of industrial structure , enhance the anti- risks . Real estate enterprises to implement brand strategy, should be a comprehensive import CI, establish a corporate image , from property quality, marketing, planning, property management services and other aspects reflect the characteristics and core competitiveness . In terms of quality properties , planning and design is the foundation, is to protect the quality of the project , use of technology is the meaning of the owners in an effort to create a beautiful living environment ; marketing planning regard, it should establish a rational and efficient marketing information systems , focusing on market segmentation and project positioning research, take reasonable promotion, promotion, price and other strategies to expand the visibility of the property , increase market share ; in property management , consumer satisfaction as evaluation criteria, property management companies to strengthen early improvement to overcome short-term behavior , to standardize , characteristics of the service to create a brand.

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