The Brand Marketing Research Of Yicheng Real Estate Company

Nowadays, as the enormous intangible assets of business enterprise, the importance of the brand has already exceeded the other strategic factors, such as land, currency, technique and the manpower capital etc. Say from certain meaning, the competition among modern enterprises has already become the competition among brands. Therefore, whether own brand and make it become the super brand having become an important sign of business enterprise that has had the advantage of the core competition on the market. It has become the urgent request from ages to a mature modern business enterprise that carries out the brand marketing strategy.With the further development of town construction and the promotion of the housing commercialization system, China exists a huge development space for the real estate. But under the circumstances that the quality of the products is becoming riper, homogeneity is serious and consumers are rational constantly, many real estate enterprises have restricted by the shortage of the brand competitiveness.As the new entrant of the trade, YiCheng real estate company (hereafter referred to as YC company) faces the same problem too: The huge input for propagates has not occupied the same proportion increasing for the sale and market. On one hand the market competition is becoming fiercer, on the other hand the enterprise's development stagnates. The realistic state forces the policymakers of YC company to realize more and more: Only implement the marketing of brands which market-oriented is the solution of the problem to YC.This text adopts the method that the theories analysis combine with the substantial evidence .The qualitative analysis is primary on the research, adds parts of quantitative analysises at the same time. Commence from the environment and brand marketing present condition, author make use of the modern brand marketing theories especially some advanced standpoints to drew up applied and feasible brand marketing strategy for YC company. Among them, some points are studied forth more, such as the brand identify and position, the brand image mold, the brand spread strategy and the brand value promoted etc.Moreover, according to the company present condition, this text put forward the brand marketing implement suggestion, including the corporate culture construction, the business process reorganization, acrossing sections establishment etc, at the same time the author making use of the mathematics covariance knowledge to design implement result valuation project for the company. Through these, it hoping that YC Company could achieve the targets that promote the core competencies to resists the market risk and realizes the sustainable development at last.Currently, the brand marketing of China real estate has already owed the first development step. For the YC company, the brand marketing strategy which put forward from this thesis have the certain reference worth for expanding the market and exaltating the competition ability. However, the research result of this thesis also has certain reference to those enterprises that carries out the brand marketing.