The Brand Strategies Research On China Resources Land

After more than 20 years of development, the real estate industry has become one of China's pillar industries and it has made great contributions to the economic development.With the requirement on the residence quality becoming more demanding, the customers will consider more when they make the purchasing decision on the estate brand. In this condition, the domestic real estate enterprise has realized that the competition has transited from price competition, product competition to brand competition presently. However, because of such factors as inappropriate industrial structure, low degree of centralization of domestic real estate industry, Its brand establishment is still in the primary stage and there is fewer real famous brand. So, in this instance only the real estate enterprise that be aware of the importance of brand strategy and successfully implement it can stand out and keep on developing in the intense competition.As the real estate flagship of China Resources Group, China Resources Land has made remarkable achievement after 14 years'development. Not only the scale but also the brand values, China Resources Land has already become the leadership in the real estate in China. The main reason that China Resources Land acquires such accomplishment is the successful implement of unique brand strategy.The article is based on the brand management theories and the professional characteristics brand development of China Resources Land, this paper mainly from brand position, brand construction, brand marketing, customer relation management and brand extension to do the research in brand management of China Resources Land, in order to sum up the experiences and offer the reference for other companies in the real estate.