Research On The Strategy Of Project Brand Marketing For Chinese Small And Medium-sized Real Estate Enterprises

Along with the development of the real estate market, the competition among real estate enterprises have become more acutely and the competing stage of brand product comes. It's an opportunity and a challenge for small and medium-sized real estate enterprises that live difficultly at present. This paper not only replies that small and medium sized real estate enterprises why and how to carry out project brand marketing strategy, and also has application consulting value.Firstly this thesis proposes the way to definite small and medium sized real estate enterprises from quality and quantity angles. Then it analysis the current situations and existed problems of small and medium-sized enterprises' project brand marketing. Besides, it answers to why they need to implement project brand marketing according to enterprise value chain and buyer value and so on. The paper introduces SWOT method and advances consulting ideas for brand localization. It also presents detail strategies of project brand marketing and a model to measure brand image. Lastly, in order to apply theory to reality, it is of high value in reality to cite the project brand marketing strategy of Xin Guang City Home 2 as an example.The new ideas of the paper are that a simple ration method is applied to identify small and medium-sized real estate enterprises according to 80/20 principle. Besides, it gives out the way to distinguish significant difference in the measurement of brand image. Meanwhile, the thesis mentions cycling marketing, in order to make project brand marketing be consistent with enterprise strategy.