The Research Of The Western Region Real Estate Brand Communication Development

After a fast development,real estate industry of our country which become one of the backbone industry in our national economy structure.The sustainable development of the real estate industry related to the happiness of millions of families, and the brand has a significant role in regulating and promoting the healthy development of the real estate industry, and for the benefit of the consumers.The most of real estate companies in our country always focus their attention on the brand communication such as Zhonghai,Vanke,Hailiang which already be considered of the famous real estate brands around China. To restrict with the factors of concept, economy, and humanity the Westen China real estate industry fall much behind in many sides of brand communication development.The paper first give definition of the brand, brand communications and real estate brand communication, re-recognize the brand from the communication perspective, and thus put forward the concept of brand communication. Next, analyse the building elements of real estate brand, describe the current status of today’s real estate brand building, and point out the particularity of the western real estate brand communication building. Then select Gen-yuan, which built more successful interactive in western real estate, as research object. The paper analyse the construction elements and strategies of the Gen-yuan real estate brand communications. Finally, map out matters need to pay attention to from the deficiency of Gen-yuan real estate brand communication.