Research On Brand Strategy Of Y Real Estate Company

The high-speed development of economy and modernization in China brings the opportunity which comes once in a blue moon for the prosperity of China’s real estate industry. During the20years, real estate industry has become the important component of China’s economy. At the same time, China’s real estate industry also goes from the stage of quality competition to the stage of brand competition gradually. Companies which only depend on the quality and price competition can no longer win the favor of the increasingly smart and rational consumers. Many far-sighted real estate developers have realized that long-term operation and development of a real estate company are closely related to the brand building, and a good brand image is the most valuable intangible assets of an enterprise.For now, however, the brand competition of real estate in China is still in its infancy. As the representative of the domestic small and medium-sized estate companies, Y Real Estate Company shares the same problems in the formulation and implementation of brand strategy with the other real estate companies, such as the execution of brand strategy, irrationality of brand strategy planning, fuzziness of brand positioning and so on. These problems have become the barriers for Y real estate companies and other companies to build excellent well-known brands.Due to the urgency of building brand strategy in real estate industry, this paper analyzes the present situation and problems of the Y real estate company based on the related theories of brand strategy. And the environment of the Y real estate company’s brand strategy has been discussed by the SWOT analysis, which helps to put forward the Y real estate company’s brand strategy development plan and safeguard measures on the implementation of brand strategy. It is worthy for other same types of real estate companies to carry out brand strategy.