The Brand Strategy Study On The Zheng Shang Real Estate Company Of He Nan

Experienced a rapid growth of the controversial real estate bubble, the Chinese real estate development into a period of adjustment, at the same time China's urbanization process and urban industrialization, and promote the continuous development of the real estate industry, based on the real estate industry now find ourselves in our country environment and its future development trends, the implementation of brand strategy, enhance brand value of real estate enterprises are bound to deal with economic crisis, achieve long-term development of the best selection.In this paper, a strategic management theory of brand strategy theory to the real estate business is the company's brand management as the research object, first of all is the company's brand products business to the status quo analyzed by analysis of the real estate business is the current brand status quo, from the enterprise brand awareness, brand positioning and brand image, brand awareness and customer loyalty, such as analysis of the three aspects of corporate brand management at the main problems, namely light weight item brand corporate brand, brand communication efforts not enough, the lack of the necessary brand extension, etc., and analyzes the reasons for the formation of questions; And the use of strategic management of the SWOT analysis, combined with restate companies are operators now find ourselves in the macro environment and competitive. environment, analyzing the company's opportunities and challenges, as well as the existence of strengths and weaknesses, and based on the company's SWOT analysis and evaluation of brand value system, the status quo in the enterprise the original brand on the foundation for further integration, to formulate a set in line with the corporate brand strategy practice management system, including brand positioning, brand implementation, brand evaluation, brand communication, brand extension, brand innovation, such as some aspects of to promote the building of brand management enterprises.Finally in the development of brand strategy, based on an analysis of the implementation of brand strategy may bring the risk of macro-policy, planning and design risk, capital risk, market supply and demand risk, appreciation potential risks, and proposed a specific implementation of safeguards.Based on the brand strategy is to real estate research, real estate developers think is the brand positioning can be expressed as: is the mainstream of business life are the construction of persons, starting from product quality to provide thoughtful and considerate services, the creation of elegant living environment, with your has set up a common taste ideal home life. In short, the above analysis, through thesis research, and strive for the real estate brand strategy planning and implementation of systems management brand strategy to provide some concrete and practical ideas, methods and recommendations.