Research On Brand Marketing Of Vanke Real Estate

As one of the important industries in the national economy and the people's livelihood in China,the development of the real estate industry has always been a hot issue that the majority of the people are concerned about.It not only has a close relationship with the people's livelihood,it also drives the development of other upstream and downstream industries,and has an important impact on the maintenance of China's financial order,the increase of economic aggregates,and the development of urbanization.Under the "new normal" situation of China's economic development,the problems that many real estate companies value are no longer the size of production capacity,and more attention has been placed on marketing capabilities.Therefore,research on real estate marketing strategies under different economic conditions is increasingly important.The role of the company's marketing capabilities in maintaining the healthy and stable development of the real estate industry has also gradually gained attention.This article makes comprehensive use of case study analysis methods,literature data analysis methods,and applied research methods,and selects Vanke Real Estate as the research object.It collects Vanke Group's practical activity data in the real estate field through various channels,and uses marketing theories,etc.to combine the Internet.The economic background conducts multi-angle research on its brand marketing strategy.Through the analysis of Vanke Group's marketing cases,it sums up its performance in marketing theory and marketing strategies.Through the research,this article finds that the marketing strategy adopted by Vanke Real Estate in the era of big data has not been updated and changed,and brand marketing has emerged.In response to these shortcomings,they focused on brand crisis management,vigorously promoted brand differentiation,and brand marketing in a variety of issues,such as lack of innovation in brand marketing,inadequate brand marketing,inadequate self-regulation of brand marketing,and inconsistency of multi-brand strategy.Strengthen self-regulation,focus on practical network marketing methods and other measures to optimize Vanke's marketing strategy.In addition,the analysis of Vanke Real Estate can enrich the research of real estate marketing theory in the context of the Internet economy,supplement the marketing model adopted by real estate companies under different economic conditions,and propose more applicable marketing theories for the marketing of general real estate companies.Activities provide theoretical guidance and practical reference.This study found that under the background of the Internet economy,the marketing conditions of the real estate industry have undergone major changes.Vanke Real Estate is trying to become a pig that flies up on the Internet and seizes this trend to achieve leapfrog development."New product and service" marketing model,the main push Internet marketing,continuous innovation and development of new marketing models,improve its marketing system,enhance the applicability and iterative marketing mode in order to stand out in the fierce competition and become the real estate industry leader The brand can not only become a well-known real estate brand,but also can develop into a representative real estate company.