Development of Real Estate Enterprise Brand Management Analysis of Jiangxi Province
Abstract: 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.
文章引用: 刘湖北 , 朱洪成 (2013) 江西房地产企业品牌经营管理的发展状况分析。 现代管理， 3， 171-176. doi: 10.12677/MM.2013.36028
 中国房地产TOP研究组 (2012) 2012中国房地产品牌价值TOP10研究报告.
 吴伟良 (2003) 房地产企业战略管理基础. 上海人民出版社, 上海.
 朱丹彤 (2011) 关于房地产企业品牌价值建设的若干思考. 改革与开放, 3, 81.