A Research On Brand Communication Strategy Of Lanzhou City Real Estate

In recent years, the real estate industry in China has achieved by leaps and bounds development, the house is one of the rigid demands of the national "the basic necessities of life" as a result, the healthy development of real estate industry has great influence on the happiness of millions of families, brand plays a huge role in regulating and promoting the healthy development of real estate industry, and benefiting consumer.Many domestic real estate developers have begun promoting brand communication, such as Shenzhen WanKe, ZhongHai and so on,have been shaped become famous real estate brand in China, in contrast, the real estate industry in Lanzhou City is dwarfed, because of the restriction of economic and concepts, the brand communication consciousness has lagged behind, however, along with the country regulating the real estate market, and the day-by-day enhancement of the consumer's request to living environment, the local real estate market competition will be more intense, the implementation of real estate brand communication strategy is imminent.This paper mainly uses the methods of documentary analysis, case analysis and interview, and analyzes the studies about the brand communication of the real estate and the overall real estate market development of the Lanzhou City. This paper takes the real estate brand communication live of Gansu TianQing Real Estate Group Co., LTD, Gansu TianHongJinYun Real Estate Co.. LTD, Lanzhou ZhongBang Real Estate Co., LTD which have good reputation in Lanzhou as examples,from the five aspects of the positioning strategy, advertising strategy. PR strategy, marketing communication strategy and interpersonal communication strategy,describing the importance of each strategy and combining with the cases and its influence to the buyers of the real estate business,to study and analyze the application of the real estate brand communication strategy in Lanzhou。In the end. the author summarizes the deficiencies of the strategy,and tries to put forward relevant strategies and suggestions to promote the brand communication of Lanzhou real estate industry, and promote its healthy development.