Orchid Real Estate Company Brand Building And Development Strategy Research

The real estate in dustry in china has developed rapidly since reform and opening. It has come into an unparalleled prosperous period espeeially after1998. As it slow threshold and high profits massive enterprises are getting involved in real estate industry. Meanwhile, the competition inereasing insensitively. In recent years, with the issue of a series of maero-control polieies on real estate market, the real estate enierprises are facing great pressures. In the harsh situations for this industry, LanHua Real Estate Co.Ltd confronted with unprecedenied pressures and challenges.Article expounded the development situation of real estate development company, as well as the characteristics of the current developers, introducing developers and commercial activities in the value chain, as well as the analysis of relationship between real estate developers and other stakeholders. Stressed the need for developer brand-building, analysis of current problems existing in the process of brand building, on how to improve enterprise brand building, has analysed the role of advertising in this process and the role of new media and application. Literature data was collected through expert investigation of spatial theory, opportunities, five forces model, SWOT analysis on competition development strategy of green in the analysis of the basic elements and obstacles, Orchid real estate company's external environment environment, operational management and other internal resources for analysis, summary of SWOT strategy of the company. In "HaiTang Bay" case green development strategy embodied in the implementation process.