A Real Estate Company's Brand-building Plan In The Situation Of Industry Transformation

The real estate industry as one of the pillar industries in China's national economy, after more than twenty years development, is gradually to the direction of scale, specialization and standardization. In recent years, the development of the real estate industry is more unstoppable. However, the real estate industry is facing a transition that is not only by national macro-policy-driven, but also by the regular pattern of industry development. Therefore, in this situation, companies must take the plan of brand-building to enhance their competitiveness.This paper analyzes the transformation needs of real estate industry, using brand theories to expound brand-building status and problems in China's real estate industry, and introduces brand-building programs of A company. As one of the small enterprises, A must implement the brand strategy actively to enhance the competitiveness ability and anti-risk capability. This paper first introduces the basic situation of A company, then comes to the research of target customers. On the basis of the research it clarifies its brand positioning design, brand communication design and brand management design, and then it puts forward some designing concepts and a number of specific implementation plans, including brand image, brand communication, brand tracking and assessment and so on.Finally, the paper raises some major problems in A's, including corporate culture establishing, personnel training and financial managing in its implementation of the brand building process as well as predicting the future developing direction of the real estate industry.