Study on Real Estate Projects Famous Brand Expansion—Franchising Mode

摘要：

This paper analyzes famous brand business problem in real estate projects. The construction process of every project is a management creation and action, in despite of that engineering technology and means are the same in general. A project known as famous brand to be developed must be paid more effort in investment, designing, and management. This paper sums up the development of project famous brand management, and franchising by real estate enterprises in China recently, points out the way of franchising and effective expansion of project famous brand can lower the risk in engineering project management, but increase the franchising operation risk. In addition, the complexity in developing process, the real estate project on multi-levelness and the second-mover advantage in competition will decrease the advantage of franchising expansion in whole.

关键词： real estate famous brand franchising second-mover advantage

作者: WANG Xiao LIUWenxi YUE Changnian

作者单位: College of Management Science and Engineering, Nanjing University of Technology. Nanjing, Jiangsu. 2 College of Management Science and Engineering, Nanjing University of Technology. Nanjing, Jiangsu College of Management Science and Engineering, Nanjing University of Technology. Nanjing, Ji

会议类型: 国际会议

会议名称: 2003 International Conference on Construction & Real Estate Management(2003 建设与房地产管理国际会议)

会议地点: 哈尔滨

会议语种:英文

页码: 134-138

在线出版日期: 2003-11-20（万方平台首次上网日期，不代表论文的发表时间）