Evergrand Real Estate Group Brand Marketing Case Study

This article takes Evergrande Real Estate Company as the case study object,analyzes the current status and problems of the company's brand marketing,and proposes countermeasures to enhance its brand image in a targeted manner,which guides the direction of Evergrande's late brand promotion.At the same time,from the perspective of corporate strategy,it has made a summary of the brand building history and brand marketing experience of Evergrande Real Estate,and proposed a brand marketing strategy suitable for the real estate industry,which is conducive to the brand value of other real estate industries.Based on the review of relevant domestic and foreign literatures and research results,combined with China's current economic background and market environment,this paper studies the brand construction and development of Evergrande Real Estate on the basis of a large number of literature research ideas and research methods.Explore and understand the practical experience and shortcomings of the real estate industry in the process of brand building.This thesis consists of six parts.The first chapter introduces the background,significance and research content and methods of this thesis.The second chapter is the general situation of Evergrande Real Estate Company.It mainly introduces the background of Evergrande Real Estate's corresponding brand marketing strategy,and introduces the company's development history,brand creation,brand concept and brand positioning.The third chapter summarizes the brand marketing strategy and the implementation of brand marketing strategy that Evergrande intends to adopt based on 4PS theory.The fourth chapter mainly applies qualitative analysis and quantitative analysis methods to analyze the effect of Evergrande real estate brand marketing strategy implementation.According to the above analysis,the fifth chapter proposes strategies to enhance the brand image of Evergrande Real Estate according to the corresponding influencing factors.The sixth chapter summarizes the analysis and suggestions of the full text,provides specific experience support for the brand marketing activities of real estate enterprises,and puts forward the need for this paper to be improved.