Commercial Real Estate Brand Communication Strategy Research

In the modern society, with the continuous improvement of people’s livingstandard, the material expansion increasingly highlighted. With the rapid developmentof economy and the pursuit of consumers gradually satisfied, consumer’s idea ofconsumption has changed, from the original consumption of pure shopping graduallytransformed into a comprehensive enjoyment which include shopping, dining,entertainment and the entertainment services. Therefore, the comprehensivecommercial real estate was born. On this basis,the project of Wanda Chu River Hancreate a new consumption concept which not only made real estate has commercialvalue but also has development of additional value. It add the cultural tourism into thedevelopment of the commercial estate, so that the complement of the culture meet thespirit consumption of consumers and the addition of the tourism conception ensure theeconomic development of commercial real estate. The project of Wanda Chu RiverHan Street’s completion is a breakthrough of commercial real estate, The maindiscussion in this paper we study is how to carry out brand communication in order toachieve better communication effect and how to skillfully use the brandcommunication strategy achieving sustainable development after the completion of thisproject.In this paper, the analysis of the research is divided into four chapters. Theintroduction of the first chapter mainly introduce the selected topic background,research significance, research goal and the related research literature review of thearticle. On the basis of certain understanding to macro environment of the current andpast research, I begin to study in this paper. The second chapter is about summary ofthe strategy about the Brand communication of Commercial real estate. In this part, Iwant to cognize the connotation of the Commercial real estate and Brandcommunication In general by researching and summarizing them respectively, andexplore the communication between Commercial real estate and Brandcommunication, in order to study of the project analysis, Finally, through the analysisof the case to find advantages and disadvantages of Brand communication of thisproject. The third chapter is about the summary and analysis of The Chu River Han Street project’s situation of the Brand communication strategy which mainly includesBrand positioning, Marketing concept and Marketing activities, Brand appeal, Brandadvertising, Public relations strategy, Transmission of a vehicle and Spread integration.And then I analyze that The Chu River Han Street project is how to use strategies toachieve communication effect in all kinds of Brand communication strategy. IN thefourth chapter of this article, through the above researching, the deficiencies of thisproject’s application in all kinds of Brand communication strategy were pointed out,and put forward the corresponding policy suggestions. It’s not only to put forward theopinion by myself corresponding to the direction and also to put forward the planswhich can implemented specifically by accumulating in daily life.