Research On Brand Image Building Guilin Zhang Tai Real Estate

With the rapid development of economy, the competition of the real estate has risen from quality competition to the brand competition, the national real estate third of the world, is one of the world’s leading tycoon Vanke, half of the world, such as China Resources Land as the representative of the middle estate strength, one-third of the world is a place well-known real estate companies, represented by the life force. The author based in Guilin, Guangxi domestic research local real estate companies in the development of brand positioning. Guilin, Guangxi Guilin Zhang Thai Real Estate is the leading real estate companies, is called Guilin "Vanke" group.The current development, the Chang Tai Group attaches great importance to the quality of services and use of its five core services leader Guilin real estate market. Under it is well known, service development on the premise that excellent product quality and market positioning accuracy of the situation, and the current Chang Thai real estate there are some problems in the process of brand positioning and brand strategy executed, mainly reflected in:there is a certain gap between the domestic real estate brands; brand for a short time, social recognition is not high; the brand in the the product, service and enterprise features not projecting; brand price is too high, there is a conflict localization trend; the target customers are not clear or the needs of the target market judgment error. According to the brand image of Changtai and its existing problems, using Potter’s five forces model analysis methods to analyze the zhangtai environment situation and the future trend of the environment, and puts forward some concrete measures for Chang Tai series of brand image.Guilin area real estate for brand strategy and development, made the following several countermeasures. First, the domestic real estate brands as the target, the implementation of benchmarking; second, brand strategy and brand management, the development customer brand loyalty; brand positioning, features third aspects, a good brand image; fourth, reasonably establish brand pricing, customer satisfaction and customer loyalty in the long; fifth to carry out the investigation and research, target market, understand consumer demand trend; through these solutions and execution, the Chang Tai to shape a good brand image, promote Chang Tai brand better and faster development.