Research On M Real Estate Company Brand Development Strategy

Since reform and opening, with the rapid recovery of our economy and the rapid development of China’s real estate industry to prosperity has injected vigor and vitality, China’s real estate industry has become a key component of the national economy. In the 21 st century, because the improvement of people’s living standards, consumer attitudes has undergone great changes, and the country’s efforts to control the real estate industry is growing, so the competitive real estate industry began to brand competition stage. More and more real estate companies increasingly aware of the brand is an intangible asset of the company, the brand strategy is essential for businesses, allowing businesses to remain invincible in the fierce competition in the future.So far, the research on the real estate business brand and brand strategy is relatively small, far behind foreign countries. Based on this, the article by M real estate company as the research object, through scientific analysis and methods for choosing the right brand development strategy. First, the article describes the research background, research methods, significance, and related research, theories and methods of brand and brand strategy at home and abroad are carried out and to lay a solid theoretical foundation text; Secondly, the current situation by performing real estate company M brand development analysis, found that the presence of the brand positioning is not accurate, single brand communication mode, the lack of core brand value, brand strategy implementation obstacles, brand management capability is weak and other issues M real estate company, and analyzed to produce reasons for these problems; Then, the paper from internal and external point of view, the environment M real estate company to conduct a comprehensive analysis; then, combined with the foregoing analysis, and environmental issues, article puts forward the suitable for M real estate company "seeking by means of focus, differentiation, alliance brands and sustainable development" of the brand development strategy, the strategic focus, differentiation, the contents of the sustainable development of enterprise alliance, four aspects; Finally, in order to ensure M real estate company brand development strategy effectively implemented, it puts forward the corresponding safeguards.Brand development strategy can indicate the direction for the development of the real estate business, it is an important means to cultivate and maintain a competitive advantage. Based on M real estate company as an example, its choosing the right brand development strategy, to develop M real estate company competitiveness, make the brand development strategy for real estate enterprises at the same time to provide important reference and reference.