Research On Brand Marketing Strategy Of Helen Fort Real Estate Zhongshan Company

On July 30,2019,the Central Economic Work Conference proposed that the policy orientation of "no speculation in housing" and "no real estate as a short-term means tostimulate the economy" provided strong policy support for the healthy development of the real estate market.After more than 30 years of rapid development,China's real estate market has entered the stage of brand competition from product competition and service competition,through brand marketing to seek differentiated business path,in homogenized market to obtain greater resources and living space,has become the development of the real estate industry has become an inevitable choice.In this context,this paper takes the brand marketing case of Helenburg Real Estate Zhongshan Company as the research object,makes a rational analysis of the company's brand development and brand marketing strategy,and puts forward a perfect strategy for the problems in the brand marketing process.Helenburg Real Estate Zhongshan Company entered the Zhongshan real estate market in 2006,with the southernmost town of Tanzhou in Zhongshan As the key development area.After 13 years of arduous development,has successfully developed Helen Spring,Love Me Park,Helen Impression and other 9 brand projects,but these projects are mostly in the suburban sector,supporting needs to be improved,transportation inconvenience,marketing and brand marketing has posed a serious challenge.In this paper,the company's brand marketing problems include: brand brand concept is not fully reflected,brand marketing innovation is not enough,brand marketing quality needs to be improved,brand construction costs need to be improved and other issues;Strengthen the management of brand crisis,enhance the quality of brand marketing,increase the investment in brand building,enhance the vitality of the brand and other aspects of the proposed improvement of countermeasures,to promote the company in the new policy,new industry,new technology,new models of the emerging market competition to obtain a greater space for development.Through the research of this paper,we hope to accumulate valuable experience in the future development of the company,and also provide some reference for the real estate industry brand marketing.