Vol.3 No.6 (December 2013)
Development of Real Estate Enterprise Brand Management Analysis of Jiangxi Province
Facing the famous real estate enterprises which have good brands and mature cross-regional operation experience, the local real estate enterprises of Jiangxi Province seem to be weaker than the former. There are many problems existing in the management process of local real estate enterprises of Jiangxi Province. For example, the brand positioning is unclear, construction lag, lacking promotion and maintenance. These problems not only attribute to the industry situation but also lack of systematic guidance of Brand Management Theory. In order to achieve success and maintain sustainable development, the real estate enterprises of JiangxiProvinceshould take the path of brand management. Under the guidance of the brand management theory and taking the current situation into consideration, the real estate industry should focus on brand positioning, construction, promotion and maintenance, etc.
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