A Study On The Strategy For Brand Communication Of Country Garden

Along with the upgrading and renewing of Internet and data technology,Internet,as the representative of all media form,has integrated into all parts of people's life that it is influencing deeply in our daily routine and changing the management strategy and development model of every enterprise.Real estate industry plays an important role in the development of Chinese economy that its developing situation is always the focus in the society,on account of it is closely linked to people's daily life and related vital interest of thousands of households.Exactly as other industries,the competition in real estate is extremely fierce that numerous of brands fight hard against with each other and at the same time the quality of products and service are improved in the competition,therefore,the brand built becomes a main construction part in real estate enterprises.Brand promotes the healthy development of real estate and accelerates the benign competition.Brand owns unusual significance for real estate enterprise,therefore,every real estate enterprise pays much attention on brand communication strategy.How to stand out from numerous brand developers in the background of fierce competition,gain the support from the customers,improve market occupancy,has become a big problem of real estate developer.Based on this point,this paper explores the brand communication strategy of real estate enterprise from the view of communication,explains the concept of brand,brand communication,brand positioning,integrated communication,mainly analyzes the brand communication strategy of Country Garden Holdings Company Limited by the adoption of the methods of document summary,case analysis,combination of theory and practice.After analysis and searing,in order to expecting the further development and strengthening,this paper concludes the successful part of communication strategy of Country Garden Holdings Company Limited,supply an improved proposal aimed at deficiencies.Meanwhile,the author hopes the proposals on this paper will offer relative practical assistance and theoretical basis to the brand communication strategy of Chinese real estate enterprises.