Research On The Brand Positioning Of Zhongfang Impression Project In Pingdingshan Market

The real estate market of China witnessed a period of rapid development which is in a explosive way. The crazy behaviors existing in the market, to some extent, concealed some deficiencies of real estate companies during the process of their development. However, with the regulation of the government and the rational regression of the real estate market itself, real estate corporations begin to enter a period of readjustment in depth.As the project of residence community in small and medium-sized cities in the inland city of Pingdingshan, Zhongfang Impression, during its development, made developers realize that project brand building and positioning are crucial to the success of the operation of the project. Zhongfang Impression project is the excellent residence community developed in this inland city of Henan province by Pingdingshan Real Estate Company, affiliated to China National Real Estate Development Group Corporation. The development of the community further improved the variety of development of the company, which have set a new example for the company to develop this kind of projects in Pingdingshan or other cities. Success of project brand positioning can not only improve the project’s profitability and financial situation, but also provide new space to the enterprise brand promotion and development,and the core competencies of the group would also be further strengthened. Since the brand is the core value of real estate development enterprises, and also the core competitiveness of enterprises development in the market, the promotion of the project brand will certainly lead to Zhongfang Impression project brand and the other projects of the group both become the foundation of enterprise brand development and promotion of Pingdingshan Real Estate Company.The author proposed some options for brand positioning by analyzing the general factors affecting the brand positioning of Zhongfang Impression project and considering the current situation of the real estate project in Pingdingshan. Then, the author applied those strategies and methods to the project brand positioning of Zhongfang Impression project of the company. Furthermore, combing with the realities of the corporation and its impression project, the author put forward the goal of brand positioning and made analysis on it. Finally, the author proposed some feasible measures for improvement, found out the problems existing in the process of project brand positioning and took some reasonable countermeasures.