2019 Annual Brand Communication Plan Of Landsea Apartment

The long-term rental apartment industry has not been in China for a long time,and its development level is far less than that of foreign countries.However,due to China's huge rental population and the need to rent housing,it has become the focus of media and capital market in recent years.Behind the glamorous room expansion number,there is a round of fierce battlefield "smack" for long-rent apartment developers.At present,mainstream players in the industry can be divided into four categories:hotel,intermediary,and real estate department and national team.Long-rental apartments such as Vanke Park and Longhu Guanyu,which are transformed from real estate companies,have very strong competitiveness on the long-distance apartment track.This article takes Landsea Apartment as the research object of brand communication planning to carry out in-depth understanding and analysis.First,we sort out its brand development process,and compare it with existing brands in the market,and then find that the brand has low market awareness,the marketing communication channel is single,the strategic positioning is not clear,and the brand personality is insufficient.Secondly,combined with the judgment of the market trend of the long-term rental apartment industry,the internal and external environment faced by Landsea Apartment's integrated marketing communication was analyzed in detail.Based on the above considerations,the brand communication plan for the whole year of 2019 and a series of specific marketing activities are proposed in a targeted manner to help Landsea Apartment to create a three-dimensional brand image.The plan consists of six parts:First,the introduction part introduces the background of the design of the plan,and explains the reasons for the choice of the title,the purpose and significance of the design,the design ideas and methods,and so on.This paper focuses on the development of Landsea Apartment's brand.From the aspects of media placement,brand marketing and self-owned platform construction,it sorts out the status quo of brand communication in Langshi,and puts forward its problems in brand management.The third chapter combines long The development status of the rental apartment industry is analyzed from the perspectives of consumer analysis,competitive product analysis,brand subject and target market.The macro environment and micro environment of Landsea Apartment are analyzed in detail.The fourth chapter defines Landsea Apartment The core theme and specific communication strategy of brand communication in 2019;Finally,based on the results of the above analysis,the fifth chapter puts forward the specific brand communication plan based on the 5R theory and 41 theory in marketing.And the sixth chapter presents the Cost budget and performance evaluation.By discussing the crux and problems of Landsea Apartment's brand communication and proposing a reasonable marketing plan,it can help solve the practical problems of the leased population in China's first and second tier cities,help long-term apartment companies establish brand awareness,and improve the long-rent apartment industry.The image of the public.At the same time,relying on a series of market-oriented marketing activities will also help to enhance the recognition of the brand in the market,create a high-quality corporate image with a sense of social responsibility in the minds of consumers,and further enhance the popularity and reputation of the brand.