The Research On Brand - Positioning Of Hunan Banner Real Estate Co.,Ltd

As China's economy rapidly developing during these decades, Chinese real estate market has become more mature and the competition is increasingly heated. Lots of successful cases of branded real estate companies not only overthrow the false concept of running real estate without brand but also provide themselves with high market share and large profit. Besides, it made them realized the significance of brand-building. The first task of brand-building is brand orientation; it is the base of brand-building and a prerequisite a successful brand operation.Looking at the current condition of brand-development of Chinese real estate enterprise, the unsuccessful brand orientation mainly lies in insufficient orientation or over-orientation, and the inconsistence between brand orientation and marketing strategy. A key reason is that neither scientific theory as a guideline nor effective orientation scheme process was adopted.In this paper, expatiated real estate enterprise'brand orientation scheme process through the case of BANNER real estate. Scientific operating process was put forward based on previous research result, and the brand orientation process was divided to four procedures: seek position, choose position, improve position and reach position. The paper first made an analysis of BANNER real estate's internal and external environment. With the analysis and effective analysis of Changsha real estate market, target market was chosen. Then brand orientation was made for BANNER real estate according to the enterprise brand orientation process. The first step was to define the enterprise brand object to find its position. The second step was to choose position aiming at the character of real estate market. Brand target's need was found through brand attribute, profit and value, which was taken as the object to satisfy of the enterprise'brand. The third step was to take position; to personalize brand and define its core idea to obtain a unique position in its targets. the last is in place, through the implementation of an effective marketing mix to make BANNER real estate brand positioning objectives of the brand personality image of the object to reach the minds and in ensuring the successful implementation of security position put forward their own views; in this analysis, the use of certain analytical tools such as PEST analysis and Michael Porter's Five Forces Model tool to brand positioning in the real estate aspects of the practical application of a breakthrough, and hope can shed some light on the real estate industry and learn from.