| Nowadays competition in real estate industry in China doesn’t emphasize on quality. Under the pressure of homogeneous of products and functions, real estate industry comes into the age of brand competition. Because of developments in cities and towns and townsmen’s consumption, the market of real estate owns opportunities for development. Whether real estate company in China can get their own brand becomes a key factor that measures its strength and potential in sustainable development. Lacking of brand competitiveness restricts the growth of many real estate companies radically, so lots of enterprises have to be aware of the significance of brand strategy into business management.With the urgency of constructing brand strategy in real estate industry, this paper is based on the theories of real estate brand, analyzing current situation of HG company. According to the internal and external environment, it is necessary to constructing brand strategy in HG company. The paper emphasizes the analysis of brand locating of HG company, and put forward the focus on brand strategy of real estate. In addition, this essay discourses the model of evaluation in real estate brand strategy. It is worthy for other real estate companies to carry out brand strategy. |
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