Study On Brand Implementation Strategy Of Hengda Group

With the improvement and maturity of real estate market regulation, the real estate market has entered the new era from seller-centered market to customer-centered market. The thesis is trying to implement the brand strategy to avoid the market risk and strengthen the market position of real estate companies for smooth development.The important point of studies is in systematically implementing brand strategy, keeping and strengthening the value of company brand. Cultivating and strengthening brand advantage and core competence through organization innovation including technology innovation culture innovation and governance structure innovation crisis management strategy management and teamwork spirit is innovation point of the thesis.The thesis includes five parts, the first chapter introduces the background and meaning of the thesis, and a brief introduction to Hengda Real State Group and the organization of the thesis is covered. In the second chapter, through analyzing the specification and development trend of China real estate and Chengdu real estate market, the author illustrates the necessity of brand strategy. In the third chapter, The main content is the descriptive analysis to the external market and internal strength and weakness, which are the basis of brand strategy, of Hengda Real state group; In the fourth chapter, it focuses on the concrete brand strategy of Hengda group, it proposes the implementation of the brand strategy and the marketing concept with market-serving as its brand goal, particularly analyzing the application and core competence of brand strategy. The fifth chapter focuses on the application and of brand strategy, and service marketing and building up all staff's service marketing is proposed. It also covers how to construct Hengda's core competition competence so as to achieve Hemgda's sustainable development.