Study On Brand Marketing Strategy Of Shen Yang Vanke

With China’s real estate industry coming into the age of branding, brand value is playing an increasingly important role for real estate enterprises to participate in market competition. However, compared with other industries, China’s real estate branding is relatively weak. Many enterprises, especially small and medium enterprises have not established their own brands and brand management is being ignored. Only a few pioneers who already focused on brand-building had abundant harvest. Vanke is one typical example. As the leading brand in the real estate industry in China, Vanke established a brand image of professional developers by implementing diversified brand marketing strategies. In its19years in Shenyang, Vanke’s brand influence gradually expanded, boarded the throne of Shenyang real estate brands under the attack of the well-known domestic brands and some local brands, and made outstanding contributions to Shenyang people’s high quality living and the development of modernization of Shenyang.Based on brand marketing theories, data analysis and market research, the article uses the combination of inductive and deductive methods, positive and normative analysis, theoretical exposition and practical analysis, to analyze in depth the internal and external environment of Shen Yang Vanke’s brand marketing. The article also offers a systematic review of Vanke’s brand development, as well as a detailed analysis of the design and implementation of its brand marketing strategies, including brand positioning, brand image, brand relationship and brand equity of extension. Finally, some feasible suggestions are put forward on how to better respond to changes in national policy and markets, how to continuously meet the higher demand of consumers and how to enhance its brand value.The innovation of this article is as follows:Taking Shen Yang Vanke as its research object with relatively less theoretical research results available, the research perspective is unique; On the other hand, by selecting a local real estate company and conducting a specialized study on the brand marketing strategies on the basis of the domestic environment and regional economic and humanistic environment of Shenyang, the article is of great practical significance and research value.