Brand Marketing Strategy Study Of Joyon Real Estate Agency

China’s real estate market has gradually changed from a seller’s market to a buyer’s market, which marks the substantial change of relationship between supply and demand. Individual buyers will be the main force in the buyer’s market. Consumers will consider price and affordability. At the same time, they ask more requests from developers. Facing the maturing product quality, homogeneity and the attack of consumers’rational, brand competitive becomes fundamentally restrict for further development of many real estate companies. Brand competition has become the corporate occupation of the market and an important means to improve profitability. The appropriate means of marketing real estate business has changed from single price marketing, personnel promotion and advertising marketing to implement a comprehensive marketing, brand marketing stage.As a new one in the real estate market, County in Hunan, the original property is still relatively unknown brand, the face of fierce market competition and the development of enterprises, the county decision-makers are increasingly aware of the original property: only in the market, the implementation of brand marketing to adapt to market conditions, is the business survival, development, expansion of long-term means. This thesis mainly uses theoretical and empirical analysis combining with qualitative analysis, supplemented by some quantitative analysis. The author analyzes internal and external environment and from the status quo of brand marketing, brand marketing concepts using modern cutting edge theory and in particular some view the original Properties Limited for the county to develop a viable brand marketing strategy, and the corresponding implementation strategy. Among them, the brand positioning, branding and communications and brand value of focusing on how to do so. In addition, according to the company status, this paper also proposed the implementation strategy of brand marketing, including development of staff and consumer’s brand consciousness, cultural construction, and integrates its internal and external resources. We hope that Joyon Real Estate can enhance its core competitiveness, against market risks, and achieve sustainable development through the implementation of brand marketing strategy.Currently, brand marketing in China’s real estate industry has been a certain degree of development, with the current macroeconomic regulation and control and market demand compression, have exacerbated the real estate market competition. So brand competition will undoubtedly become a real estate company survival and the key to development. This paper presents the brand marketing strategy for company Joyon Real Estate expand markets, and enhance the core competitiveness of a certain reference value. In addition, this paper on the results of research on other similar brand marketing real estate enterprises can be used for reference significance.