Study On The Brand Strategy Of Shengli Oil Field Lifeng Properties Co., LTD

With the operational mechanism of China’s continuous improvement of real estatemarket, Now the real estate industry has gradually become mature and rational, and began toenter the consumer as the center of the buyer’s market also end the era of huge profits. In theface of increasingly smart and rational consumers, some wise developers have been fullyaware that brand building is an important means for enterprises to occupy the market,increase the market share.This paper aimed at small and medium-sized real estate enterprises–the characteristicof Shengli Oil Field Lifeng properties Co.,LTD, and combination of theory and practice ofthe idea. By the literature method, starting with the research of brand construction of realestate from the domestic and foreign theory, and clear the different between brands and realestate brands, and the study on the problem of brand construction of the real estate marketenterprises, for Shengli Oil Field Lifeng Company Limited status were summarizedaccording to the related theory of brand. And then found Lifeng property brand buildingthere is not difference between project brand and enterprise brand, mistook the companypackaging as company brand building, brand building in the lack of scientific planning andmanagement, lack of brand personality, location and other issues are not clear. By using thePEST analysis, five forces model analysis and SWOT analysis method of Lifeng investmentcompany integrated environment, propose the solutions, and should be the positioning ofbrand personality in the implementation of brand strategy. On the basis of the productquality assurance, brand quality, brand concept, maintenance the enterprise brand.