Research On Brand Strategy For Changsha Huiyi Real Estate Co., Ltd

After20years of development，China’s real estate industry has been transferredfrom the physical market competition to the more comprehensive intangible brandcompetition. Combine the environment and the trend of a real estate branddevelopment with the brand competition, this paper closely around the brand strategytheme of the real estate, based on brand planning theory, systematic analysis the brandstrategy that the HuiYi Real Estate Company should be taken.This paper briefly described the research background,the significance and theresearch methods, reviewed and summed up the literature of real estate brand strategy,comprehensive analysis the environment of the HuiYi Real Estate Company’s brandstrategy from the macroeconomic environment, industry environment to enterpriseresources and capabilities. Then summarized by the SWOT analysis tools. Accordingto situation of HuiYi Real Estate Company, has determined the company brand strategyconcept, brand culture connotation and brand goal, On this basis, planned the brandstrategy. To effectively implement the management of HuiYi Real Estate Company’sbrand strategy, the article also systematically expounded the basic principles of thecompany brand strategy, promoted the implementation of methods and strategies of thebrand strategy and the safeguard measures for the implementation of brand strategy.HuiYi Real Estate Company uphold the brand philosophy of "integrity, pragmatic,professional and innovative", positioning the synonymous of the company’s brand withprofessional, standardized and quality, and strive to become the most prestigiousprofessional developers in Changsha.The company will adhere to the businessphilosophy of "people-oriented, customer first", to shape a well-known real estatebrand which contains belief and culture, and care about people, concerned about familyand love to provide a sense of belonging. to consumers.The research of brand strategyhas laid a solid theoretical foundation for the next stage of development of the HuiYiReal Estate company, also has practical significance to the company’s brandoperations.