The Survey Research Of Brand Development Strategy For H Real Estate Company

In recent years, the sustained and rapid development of the real estate industry, which has become an important pillar industry of China’s economic development. As consumers of real estate industry become more rational, brand has become one of the important factors in the process of choosing products. Thus, the real estate brand competition becomes fiercer. The success of brand building can not only make real estate companies get more profit and the enterprise can effectively set up brand, ultimately win the consumers and the public recognized quality brand, to enable enterprises to win core competence. This paper uses survey research method, theory method, literature retrieval method and SWOT analysis method, combined with the internal and external environmental factors. Analysis was based on the existing status of brand management of H company problems and puts forward corresponding countermeasures and suggestions, making the security measures for the implementation of brand development strategy at the same time. In this paper, through literature theory summary and the deep research on the specific link, the author had a more thorough understanding in brand building and management. And in the aspects of its brand position, brand building, brand communication, brand culture, brand value, the author had more knowledge of further demonstrates the profound influence of the brand on enterprise development.This paper aimed at study H real estate company’s brand development strategy, the main content of research is:one is to define the concept of brand, and expounds the constituent elements of the real estate brand, and at the same time, defines the concept and constituent elements of brand strategy, including brand decision, brand pattern choice, brand recognition and brand awareness, brand extension, brand management and brand vision six parts. Through the use of brand cultivation theory related, namely the brand competitive theory and core competence theory as the theoretical guidance for brand strategy research.The two is the analysis of present situation of H Real Estate Company brand development, introduces H real estate company’s current situation, brand development, and the basic situation of brand management respectively, analysis of the H company’ existing problems in the brand development at presents namely Brand needs second positioning, single brand communication, brand extension ways need to be adjusted and brand management and crisis management capacity is weak, then for the causes of the problems are analyzed from the inside out.Three is the internal and external environment of the brand development of H Real Estate Company. External environment analysis from the macro economy aspects, the risks of the new industry entrants, the suppliers bargaining power, purchasers bargaining power, the risks of the substitute product and the competitive strength from the same industry competitors aspects;Internal environment analysis from the company’s organizational structure, strategic target, product positioning, management ability and the main economic indicators, and also analysis the advantages and disadvantages and opportunities and challenges faced by the company.Four is to optimize the H Real Estate Company brand development strategy. Firstly, puts forward the formulation principles and the H company’s brand strategy and brand development goals and thoughts, Then combining with the current situation, the optimization of H Real Estate Company brand development strategy, mainly from the brand positioning strategy, brand pattern choice, the brand spread strategy and extension strategy to make the research. Finally, through focus on cultivating brand concept, standardizing brand management process, enhancing the brand value, enhancing the brand image shaping, brand innovation culture construction system etc aspects, the paper put forward the safeguard measures of the implementation of brand strategy, hope to provide effective help for H company’s brand development. The conclusion part in view of the research results are summarized and the future of the H Real Estate Company brand strategy is prospected.Through the above research,strive to provide reasonable and effective methods and suggestions for the brand development planning and implementation of H Real Estate Company, and also hope to be able to provide a reference and use for reference for the real estate enterprises which facing the brand development lags behind.