| With the development of market economy and the formation of a healthy competition system, brand construction is highly requested in real estate industry. In new century, when our real estate businesses have been in the junior stage of brand competition, the macroscopic view in the brand research must change into microscopic gradually. By summarized the achievements in academic and industrial, this paper defined some special terns in real estate brand research, such as: real estate brand,brand communication,brand marketing, especially clearing the differences and relationship between brand communication and brand marketing. Meanwhile, in order to face the challenges brought by the brand competition, we need to promote our marketing concept, focusing on the connotation and important of the integrated brand communication.By comparing the present situation between"Vanke"and"China Overseas Property", the most famous two brands in real estate business, this study use the microcosmic view, concluded the basic law, which named"integrated in thinking and carry out in subdivision", for the integrated brand communication of real estate brand."Integrated in thinking and carry out in subdivision", which founding on the classifying of cases of what"Vanke"and"China Overseas Property"does in the brand communications, meanwhile, making the theory of Organizational Communication,the theory of Interpersonal Communication and the effect theory as basic tools in the contents research,mode analyzing of developers brand'communication,project brand'communication and property brand'communication. In a word, tactics of"integrated in thinking and carry out in subdivision"means that viewing developers brand as parent brand, letting project brand convey the quality and culture, and seem property brand as a promise for good service and quick rising in vale when draw up an integrated communication plan. Research approaches mainly used in this paper including empirical study and case study. |
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