Research On The Strategy Of The GT Group’s High-end Real Estate Brand

Real estate is a land, buildings, etc. as the carrier, with strong regional, industry wide and other industries. Today, ten years of real estate industry has passed, the real estate industry is from the seller’s market to the buyer’s market in the past, consumers more rational, mature.Since the 1998 National abolition of the welfare housing distribution system, China’s real estate market gradually developed, for China’s urbanization process and the improvement of people’s living conditions to a key role. In recent years, with the introduction of several rounds of regulation and control of real estate and "New Deal" policy, coupled with the competitive environment changes, on the one hand, to the real estate market has ups and downs, on the other hand, people’s consumption and investment gradually become more rational, in the ebb tide of market economy, a number of brand awareness, strong responsibility sense heavy development company pioneered the "upgrade" to the idea of more advanced and better quality, service more complex "high-end" estate forward. However, due to the late start of China’s real estate industry, the industry is also in the development of multi round fluctuations and ups and downs, and tend to mature, especially the lack of relevant theories, especially high-end real estate brand strategy theory.The lack of research achievement of high-end real estate brand strategy, resulting in high-end real estate brand strategy positioning is not clear enough, target high-end consumer research for weak, these have become troubled high-end real estate brand for the further development of the "short board" and "bottleneck". Therefore, this paper to GT group as the research object, on the one hand, combined with practical experience, on the other hand further expansion of the research path, is a relatively new analytical method in principle of "intellectual steps", five forces analysis model of by means of marketing strategy and marketing of basic theory, analysis of the competition environment of the enterprises, analyses the problems existed in current GT group of high-end real estate product positioning, brand strategy. At the same time, the objective analysis internal and external environment and the present situation, and analyzes how to brand based consumer mental resources ladder in a strong position occupied, from marketing strategy, differentiation strategy of, adjust product positioning and marketing strategy, the development of not only adapt to changes in the external market environment, and consistent with the enterprise development concept and the direction and the efficient allocation of internal resources guarantee to brand development strategy, has a strong practical significance and reference value for the research of China’s high-end real estate brand strategy.