Study On Real Estate Companies Brand Building

Since the reform and opening up, with the rapid economic development the establishment of themarket economy and the rapid expansion of the scale of urbanization, the real estate industry has beenunprecedented developed. But with the changes in the external environment, the real estate industry isfacing many problems., ZX as a real estate development company with16years of accumulation, based oncomprehensive real estate development situation, how to play their strengths, seize opportunities,overcome difficulties and threats, enable enterprises to more stable and sustainable development in theexisting achievements, resources, talents, brand reputation, etc. in the face of competition around250realestate companies, is particularly important.Firstly, this paper introduces the research background and significance, describes the main researchcontent and methods, and then come to the study of the technical route and reviews the strategic theory;secondly, by correlation analysis using five forces model and SWOT and so on, it analyses the company’sinternal and external environment. The external environment includes the political environment, economicenvironment, social environment and industry environment, the internal environment includes corporateprofiles, operating status, organizational structure, human resources and corporate culture. Next isstrategic options and positioning of real estate companies of ZX, and strategic objectives have beenidentified and planned, it chooses a differentiation strategy, supplemented with low-cost strategy andcentralized strategy; Furthermore, the strategy is implemented through strengthening brand building,personnel training, accelerating business growth with integration of resources and enhancing corporateculture; Finally, is the conclusion and strategic control, elaborating mainly from corporate strategy controland strategic evaluation.