Analysis of Brand Operation and Management Development of China's Real Estate Industry

The changes in the macroeconomic environment and intensified competition in the market highlight the importance of brand in real estate industry. More and more real estate enterprises pay more attention to brand planning, brand building and brand extension, and manage brand in a strategic way. Cross-regional operation becomes an important direction of real estate enterprises’ brand management. The integration of external resources, internal resources and marketing mix become the first of all tasks of real estate enterprises’ current brand management. The brand value and competitiveness of strong real estate enterprises increases rapidly and significantly.