Research On Real Estate Corporate Brand Marketing Issues And Countcrmeasures

Chinese real estate industry after nearly three decades of development, especially afterthe rapid development in recent years, its pillar position in the national economyincreasingly prominent, but its important position in terms of the economic effect is in starkcontrast to the real estate business brand value is generally low level of work and real estateenterprises in brand marketing emphasis needs to be improved.In this paper, the basic concepts and methods of brand marketing as a starting point,combined with the real estate industry as the most representative business cases, using acombination of theoretical and practical approach to research and feasibility studies,detailed discussion of the real estate brand marketing problems and countermeasures. Thisarticle first chapter mainly describes the background and significance, and researchmethods, ideas, establish a framework to describe the core values and unique content withthe real estate business brand; Chapter II literature review, mainly on the brand marketingtheory and real estate brand in the research and development situation at home and abroadwere reviewed; Chapter Three case studies section to Guangzhou EVERGRANDE GroupCo. Ltd. as the background, the company’s development process, the core brand value,brand image, and a brief describes and analyzes the strategies and problems in theimplementation of corporate brand marketing EVERGRANDE adopted; Chapter IVstrategies section, in order to meet customer demand, from a corporate philosophy, brandpositioning, project quality control, enhance service levels, brand extension and expansionto maintain brand image and brand integration of multiple aspects of marketingcommunications, such as in-depth analysis and induction, summed up a completeapplicable to real estate corporate brand marketing operational processes. Chapter VConclusion and outlook section, mainly on research conducted conclusive summary of thefull text, and describe the development direction of the real estate business brandmarketing.Conclusions of this study are based on current developments in the domestic realestate industry derived, has a certain reference value, hoping to provide some support andhelp for the real estate business of brand marketing.