The Research On Brand Strategy Of Changsha HuaYuan Property Management Company

With China's housing reform and the market economy's further development, property management has developed into a new industry. And the creation of brand management is an effective way to improve the competitiveness of the companies themselves and get a good performance, it is also an inevitable trend.Changsha Hua Yuan Property Management Co., Ltd. (hereinafter referred to the Changsha Hua Yuan Property ) is a professional property management companies. At present, It faced confusion in the development. How to succeed in building brand of Changsha Hua Yuan Property,and how to win in fierce market competition, is a major practical and theoretical significance of the issue.Firstly, this dissertation put forward the need to establish Changsha HuaYuan Property's brand strategy. Then combined with their own analysis of conditions and the theory of the brand strategy, established the Changsha HuaYuan Property's brand strategy and research framework, and developed the strategic objectives of the brand. Carried out a detailed analysis and the methods on the brand strategy, including brand positioning, brand recognition, brand communication, as well as to maintain the brand to create brand loyalty approach and strategy. In order to support the implementation of brand strategy, this paper presents a service-oriented quality management, human resources management and the enterprise culture. Last,it analyse the method of qualitative and quantitative,such as SWOT and PDCA in the process of implementation of the strategy to control.I hope this dissertation, on one hand, will provide the Changsha HuaYuan Property some guidance in brand-building and some references for other property management companies. On the other hand, will give some positive effect in promoting the theory of the brand strategy in local property management.