Research On Brand Communication Strategy Of Country Garden In The Era Of New Media

With the emergence and development of the internet technology and digital technology, the new media which represented by the internet has entered into the people’s lives and the human society has entered into a new information era — the new media era.The appearance and popularity of the new media has changed the way people live and work, but also we can see that the new media has changed the brand communication ideas, ways and the effects of the company in this era.The real estate industry is an important part of our national economy, also it is related to the lives of thousands of families closely.The healthy development of the real estate industry is not only related to the stable operation of the economic level of our country,but also related to the vital interests of millions of households.There are so many real estate enterprises brands in our country, and the competition in the real estate market is so fierce.The brand plays a significant role in normalizing and promoting the real estate enterprises healthy development, also in benefiting the consumers.So the formulation and implementation of the real estate enterprises brand communication strategy is very important.The advantages of the new media in the dissemination of information provide what a rare opportunity and what a challenge for the real estate enterprises brand communication.But at present, the real estate brand communication research in the new media environment is still so rare.For this reason, basing on the present new media environment and this paper mainly adopts the literature research methods; the case analysis methods; the theoretical and the empirical combination methods, and focuses on summarizing the Country Garden brand communication strategy in the new media era via the real estate brand basic concept and the brand communication theory.After the induction and summary of the communication strategy in the new media era, in the last chapter, this paper presents the brand communication successes reasons, the problems that appears and recommendations for the future brand communication development of Country Garden in the new media era, hoping the final conclusion can provide the theory and practice reference on brand communication in the new media environment for the other real estate companies in our country.This paper mainly consists of four chapters.The introduction part mainly puts forward the research background and significance, also presents the main content of this paper.The first chapter mainly discusses the current situation and problems of China’s real estate enterprises brand communication.And also discussing the current situation and the way of Country Garden brand communication. The second chapter mainly analyses the collected relevant data and at last get the Country Garden brand communication strategy in the new media era as below: The first is the precise brand communication-strategy based on the brand positioning; and the second is the online-offline media integration communication strategy as the media convergence; the third is brand extension ommunication strategy cause of multiple business and the last fourth is overseas projects multi-screen volley integrated communication strategy.The third chapter mainly analyses the case of Lu’an Country Garden, laying the groundwork for the following conclusions.Basing on the analysis of the second and third chapters before, the fourth chapter mainly analyzes the successes and the problems of the Country Garden brand communication in the new media era and in the end the paper put forward four suggestions for enterprises brand communication improvement in the future:At first, the enterprises use the social media to do a good job in the brand differential communication;the second is enhance the interaction between the audience and the enterprises brand communication; the third is to change the brand speculation spreading as brand moderate communication; the last fourth is establishing and improving the mechanism of brand public relations crisis.