G Listed Real Estate Enterprise Brand Strategy During The Transitional Period Of Study

From 2007 to 2012,although China's real estate market has experienced several policy,but overall prices still shows the tendency of the twists and turns up.In this round of competition,a batch of great importance to brand construction of enterprise,to stand out,their corporate brand as the core,set clear brand positioning,planning and execution of brand marketing,harvest the brand reputation and loyalty.After 2012,the real estate industry continue to experience several policy,industry overall growth continues to slow significantly.Land,buildings and human cost rising lead to the real estate industry profit margins continue to fall,the enterprise operating pressure increasing,resulting from the high-speed growth in China's real estate market into medium depth adjustment.Facing the current new normal,in the past of the brand strategy in the new historical challenges are no longer applicable,many small and medium-sized enterprise,for the scale growth began to have more thinking and exploration,the transformation is imperative.Based on the theory of strategic management theory and strategic brand strategy,the G real estate listed companies in the transition of brand management strategy as the research object,the first combed the G company brand development course and current brand management,strategic brand management knowledge systematic brand present situation analysis,found that the G company in the transformation of the existing problems in brand strategy.Then use the strategic management of five models to analyze industry environment,and SWOT analysis tools,analysis of the company's opportunities and challenges,and the existing advantages and disadvantages.Then,the current situation of business transformation,from the company to the company's existing a comprehensive optimization of strategic brand management,to establish a set of suitable for the real situation of the brand strategy management system.Finally,in order to guarantee that the new brand strategy smoothly,in the financial,human,operations management,marketing and other aspects specific safeguard measures are put forward.In this paper,based on the research of the G real estate listed company brand strategy,believe you can continue to use the original brand positioning(living)innovation,need to put forward new brand vision(create innovative living one hundred years old).Think G company in transitional period,real estate main aspects we should departure from the product quality,attention to customer service,and explore the longitudinal development of property management;We will strictly abide by the principles of brand extension strategy,keep digging G company brand connotation,apply innovative living brand positioning well to the new business,such as finance,new energy,etc.Of course,for special cases also need to change train of thought during the transitional period of the implementation of corresponding brand communication strategy.To sum up,in this paper,through the above study,for G real estate listed companies in transition on the brand strategy and the concrete implementation to provide a series of feasible measures and Suggestions.