A Study Of Enterprise Brand Positioning Of Changchun Rudder Real Estate Development Co.,Ltd. Under The Background Of Reform Of State-Owned Enterprises

With the development of national economy,the development of China's real estate industry has entered a high-speed period.The competition in real estate industry is increasingly heated.More and more real estate developers launched large-scale operations,industry standards have continually improved and the products became more and more homogeneous.Under this situation,many developers have realized that if they want to get success in the fierce market competition,they must depend on the power of the brand.Therefore,enhancing enterprise's brand competitiveness is essential for real estate enterprises.A correct and effective brand positioning is the foundation of an enterprise's brand construction,and is the premise of successful brand operation.Changchun Rudder real estate development Co.,Ltd.is one of the few state-owned real estate development enterprises in Changchun City.Since it established,it has been accomplishing the indemnificatory housing construction tasks assigned by the government.Under the strong support of the government,the developing scale of Changchun Rudder real estate development Co.,Ltd.has reached more than 500,000 square meters,the staffing and internal management is becoming more and more perfect.With the deepening of the reform of state-owned enterprises,government's support for state-owned enterprises is on the decrease,the existing business model of the company can not meet the needs of long-term development,so state-owned enterprises will face huge pressure of competition in the future.Under the background of reform of state-owned enterprises,the managers must research how to implement enterprise brand positioning.By reading a lot of literature material,we summarize the domestic and foreign brand positioning theory and enterprise brand positioning theory.Then,combined with the actual situation of Changchun Rudder real estate development Co.,Ltd.,we analyze the developing situation,problems and the macro and micro environment of the company's brand positioning based on depth interviews with enterprise's decision makers and consumers.Finally,this paper designs a suitable plan for the company's enterprise brand positioning including 5 procedures: seek position,choose position,improve position,reach position and adjust position,at the same time,this paper give 4 safeguard measures including human resource security,management and system security,financial security and cultural security.Finally,this paper puts forward 5 assessment methods to test the validity of brand positioning.As a reference,we hope that the research result of this paper will contribute to the brand positioning of real estate development enterprises and help them to enhance the brand competitiveness,and win in the fierce market competition.