C Real Estate Company Brand Strategic Management Research

The development of China's real estate industry has metered a high-speed period. Giant developers launched large-scale operations and national expansion, industry standards has continually improved and the products became more and more homogeneous. Competition among developers, have been vehement.In the 21st century, the real estate market has been gradually mature and rational in China. In the face of increasingly smart and rational consumers, many far-sighted real estate have been fully aware of that the real estate brand equity is related to the long-term business, the guarantee of enterprise to be more bigger and stronger, the determination of the corporate imagination as well as is key to survival of the enterprises, so it is the most important intangible assets. After the domestic real estate industry experienced the competition of quality and price initially, brands have entered the competition stage, so there is an urgent need for in-depth study of brand strategy in real estate.A company who has a unique personality of the brand, enabling enterprises and their products won the preferences of consumers in the fierce competition. When a real estate developer has create a brand with higher visibility, satisfaction and loyalty, it will contribute to reduce costs, increase the marketing rate and profits. The C real estate Co. LTD was registered in 2003 by Shandong Suzhou Municipal Bureau of Industrial and Commercial Administration, registered capital was 32,000,000 RMB. The C real estate company has the level 3 qualification certificate for real estate development enterprise in the People's Republic of China, work on real estate industry.This paper is based on the current condition of real estate market and C real estate company itself, and C company's brand strategy is analyzed systematically.In the first of this paper, the author studies the relevant theories, explains the meaning of brand for the real estate enterprise, analyzes the necessity of brand strategy to real estate enterprise.Second, by using SWOT and Michael Porter's Five Forces Model, the paper analyzes the C real estate enterprise's internal and external environment. The C real estate enterprise must implement the brand strategy plan for competition and development.Third, the principle, goal and making process of the C company's brand strategy is detailed described. Also, the paper describe how to locating the position of the brand strategy, and show the specific content of the C company's brand strategy.Meanwhile, the author also put forward how to generalizing the brand and enhancing the brand value. They must find the right way to promulgate the brand, offer various service to enhancing the brand value.A good strategy must have proper implementation strategy and evaluation system. Finally, the paper explains the brand strategy plan of C real estate company and how to implementing this plan.