The Study Of XinJing Real Estate Company Brand Strategy

In recent years, with the implementation of relevant national policies, the competition of real estate industry become further intensified. In order to deal with land resource constraints, industry competition and other external pressures, real estate companies began to adjust their development strategies, to change the past extensive business development model, to focus on building the core competitiveness of enterprises. Developing the brand strategy and promoting the value of brand have become the important ways in real estate enterprise development. As a state-owned real estate, Xiangtan XinJing Group Company must engage itself in strengthening the management and strategy planning of company brand in such a downturn current phase to promote and enhance the core competitiveness of the company comprehensively.Based on the above background, from the basic theory of real estate brand’s point of view, based on XinJing Real Estate Company of Xiangtan City, this article conducted a depth analysis on brand strategy by using literature, case studies, personal interviews and other specific methods. Seeing from the specific content of research, firstly, the article analyzed the implementation environment of brand strategy of XinJing Real Estate Company, secondly, from it’s general environment, industry environment and internal environment of departure, the article made a further research on both internal and external environment of XinJing Real Estate Company of; thirdly, from XinJing Real Estate Companys’vision, mission, brand objective, the article presented the development of brand strategy; moreover, from the product development strategy, product pricing and marketing strategy services, the article analyzed the concrete implementation of brand strategy in XinJing Real Estate Company; Finally, the article raised security measures of brand strategy, mainly researched on culture, organizational structure, human resources, management systems and other measures. Through the research, the aim we have set for XinJing group brand strategy is "quality housing development enterprise" and "quality life creative thinker". We hope to provide a reference for brand strategy theory research, as well as to provide some guidance to the future development of the Company.