On The Brand-Marketing Strategy Of Jinan Lixia City Construction Company

In recent years China government's a series of severe and tight new regulations have brought real estate market into focus of all walks of life. Now brand competition in real estate market is on the agenda as a result of the direction of such policies as strengthening of land regulation and adjustment of house supply structure, which makes market competition more fierce and customers more rational. The significant changes in market environment and the sound development of real estate industry have caused the competition to switch from quality level and size level to brand level. The market has entered brand age, which is the inevitable choice for real estate business in the present situation.The development of many real estate firms is restricted by weakness in brand competition under the pressure that the product quality is becoming increasingly ripe and identical; the house buyers are becoming more and more rational. Those financially weak firms could be excluded. Consequently, the capital will flow into those financially strong firms. The City Construction Comprehensive Development Corp in Lixia district, Jinan (hereinafter called Lixia City Construction), undertaking the task of the reconstruction of old urban areas, is also faced with the same problems since it entered the market about 20 years ago. On the one hand, the corporation can hardly exist in the market because of fierce competition. On the other hand, it does not attach importance to its gains and losses in the market and is unaware of the significance of brand building, which is caused by the weakness of planned economic system. In planned economic system for a long time, the corporation just conforms to the order of the superior agency. The rigid system and hindered development make the corporation realize that it is the strategic choice to be orientated towards the real demand of the market, to improve the internal management and to highlight brand marketing so that it can achieve long-term development and competitive advantages. A market-orientated decision, modern enterprise system and brand marketing strategy combine to make it possible for the corporation to exist and develop.With Lixia City Construction as a sample this essay applies the methods like theory, comparative study and case study. The theory of marketing and competitive strategy is intended for the analysis and research of the present state of brand management. The superiority and weakness in competition and the opportunities and challenges will be discussed with the help of SWOT analysis. Based on the famous national real estate corporation experiences in brand marketing, the essay puts forward brand marketing strategy appropriate to the practice of Lixia City Construction.Through analysis and demonstration this essay argues that Lixia City Construction has the advantages like being localized, experienced and having established public relations. In addition, the corporation is superior to its competitors in project resources. Therefore it should centralize its brand marketing strategy and bring its advantages into full play so as to be more competitive and successful in the market. Through market segmentation the corporation is targeted at the economical house project market. The corporation would achieve success in brand marketing by integrating present resources, starting from the development of economical house project, being based on providing all-round quality products for intended customers and improving services to achieve customers' great satisfaction. The research findings of this essay can also be applied to other middle or small-sized real estate firms to be involved in market competition.