The Concept Design For Brand Marketing Of Jilin Xincheng Real Estate Company

The universal law of economic development and brand process already been proved that When the violent degree of the competition is upgraded progressively , competitive method must carry out the transition from price quality level competition to scale level competition, and then reach the competition of brands. The real estate trade of China has also gone through the location competition,plans competition and the concept competition . And brand competition will soon become the new competitive method of real estate enterprise.There are several defects in real estate enterprise's marketing at present: Enterprises lack the long-term plan ; Propagation rely too much on advertisement , pay too much attention to popularity built and neglects the others overly; Products consciousness is too strong, brand consciousness has not been formed yet; Maintain to brand consciousness thin. Solution to these problems depend on real estate brand foundation and form of consciousness. So carry on real estate brand marketing need of competition, enterprise of real estate, not merely, It is the market of the real estate that perfects the need with development too.Real estate performing brand marketing include four key steps: Real estate brand design, real estate brand broadcasting, real estate brand maintaining, real estate brand upgradeding .The content and interreaction on each measure are : Real estate brand design including real estate brand seeing design , hearing discern design and brand value design . Real estate brand value design also include real estate brand key value defining , Real estate brand individual character defining. Real estate brand it designs to be real estate brand firth step of marketing. Brand design and after coming out, want and carry on real estate spread of brand in real estate, Real estate brand it propagates to be brand information of real estate, especially real estate key concept of brand pass the suitable way, Transmission is given to consumers, thus established among consumers' head by the image of the brand in a suitable way, Consumer mind have perceptual and rational understanding to real estate brand only when, Have after the certain feeling, real estate brand did not calculate taking shape tentatively . After brand transform into tentatively, for make real estate brand image really existence for a long time among consumers' mind in real estate, Cost operator of real estate brand strengthening and have on consumer brand image of mind consciously constantly also. This is maintained by the real estate brand. Real estate brand it establishes to be one long-term course finally, make real estate brand it maintains to be real estate brand an important course of marketing. Have popular products forever, there is no unalterable brand either, the market environment is changing , Consumer demand change, all these require real estate brand operator take measures and come and enrich one's own intension of brand. This is renewal of the real estate brand. So, begin from the conceptual design of the real estate brand, the seeing and hearing of the real estate brand is discerned and designed, Get real estate brand information propagate and to consumers , thus make the brand take shape tentatively, Get through intensive real estate brand maintain and come and make it form to real estate impression for a long time of brand finally not to consume constantly and then, In case of needing, carry on real estate brand upgrade and begin spread of new round finally, Park real estate brand the whole course of marketing of circulation by one while being whole.And real estate brand implementation of marketing strategy is to answer "whether to perform real estate brand marketing". Proposition of question this because reality a lot of medium and small-scale real estate enterprise think carry on brand marketing thing of big company, Medium and small real estate enterprise essential, there is not strength that carry on the brand marketing of real estates either. To the question, thesis give publish real estate implement brand terms and his reason of marketing. Nationwide real estate brand marketing tactics is different from regional real estate brand marketing tactics. From analyse two different beginning of enterprise these, by difference of operations objectives of brand of them, Draw they implement real estate brand each step different and working difference of emphasis point of content of marketing.Real estate brand practice research probe into Jilin Xin Cheng Real Estate Development Corporation. On the basis of analysing the current situation, we design brand marketing tactics for this company according to corresponding theory principle and method of real estate brands.