Studies On Brand Implementation Strategy Of Chengdu Senyu Industry Group

With the improvement and maturity of real estate market regulation, The real estate market has entered the new era from seller-center to customer-center. The thesis is trying to implement the brand strategy to avoid the market risk and strengthen the market position of real estate companies for smooth development.The important point of studies is in systematically implementing brand strategy, keeping and strengthening the value of company brand. Cultivating and strengthening brand advantage and core competence through organization innovation including technology innovation,culture innovation and governance structure innovation, crisis management,strategy management and teamwork spirit is innovation point of the thesis.The main analysis tools are five strength model by which I analyze the Chengdu real estate market and SWOT of strategy management by which I analyze the external and internal environment of Senyu group.The thesis includes five parts, Guideline introduces the background and meaning of the thesis; In the first chapter, Through analyzing the specification and development trend of China real estate and Chengdu real estate market, I illustrate the necessity of brand strategy; In thesecond chapter, The main content is the descriptive analysis to the external market and internal strength and weakness which are the basis of brand strategy; In the third chapter, It focuses on the concrete brand strategy of Senyu group; In the fourth chapter, It proposes the implementation of the brand strategy and the marketing concept transformation from 4P to 4C and service marketing, particularly analyzing the CRM application and core competence.