Study On Real Estate Brand Building Of Chld

Over the past30years, our country economy has made remarkable achievements; thereal estate industry has achieved great development, especially in the regional economicdevelopment, urban construction, urbanization construction, under the impetus of the greatdevelopment of the real estate industry in China, and in promoting the regional economicdevelopment plays a more and more important role. However, due to domestic economicdevelopment, structural transformation, market supply and demand, such as the risk of newtechnology is widespread; real estate is limited enterprise development, so set up the realestate company brand in the real estate enterprise value degree is higher and higher. Brandgradually became part of the real estate enterprises to obtain market competitive advantageand an important means to participate in international competition. But part of the real estateenterprises has yet to really establish a belongs to own brand, the products becomeincreasingly homogeneous, high product maturity is more and more under the background ofhow to realize the brand set up for realizing the development of real estate enterprise has thevital significance.CHLD Real Estate Company was founded in2000, is located in Suzhou industrial park,is a collection of real estate, hotel, and golden one large real estate group company. In theprocess of its development also faces promotion costs raised sharply, the increasingly fiercecompetition in the market, so how to set up the unique brand is crucial. This paper USEStheoretical research and case of empirical research, qualitative research and quantitativeresearch methods of the brand set up the CHLD real estate firms and the systemic research onthe brand marketing method, etc, on the basis of the theory of customer value and brandmarketing theory at the forefront of research results, in combination with the practicalsituation of CHLD real estate company with its brand positioning, image design, brandmarketing, brand value relatively comprehensive description. At the same time, in this paper,the CHLD real estate company brand construction of macro environment, such as policyenvironment, economic environment, social environment, market environment; the microenvironment, such as brand status, financial status, product marketing, researches in thecontent of the product pricing, etc. CHLD on the basis of the plight of the real estate companyin the construction of brand was analyzed, together with the present situation of brand construction put forward the brand positioning, market positioning, marketing channelconvergence ascending CHLD brand value of real estate company strategy, to promoteCHLD real estate companies realize sustainable development.This paper points out that the current real estate enterprises to obtain competitiveadvantage by building brand market will become the key to realize its sustainabledevelopment strategy, the ability to build individuation, differentiation in a new round ofcompetition of the brand will become the fundamental guarantee of the development goals.,particularly in the real estate market and the market demand continuously compressed, brandcompetition has become a CHLD real estate company implement the market access to the keycompetitive advantage. This paper puts forward some Suggestions of set a CHLD real estatecompany brand is not only to gain market share, the company achieve a competitiveadvantage in the market has a certain reference significance. But also for other Real EstateEnterprise brand construction to provide the feasibility of using for reference.