The Analysis Of Real Estate Aranya Brand Communication Strategy Under The Background Of Community Economy

With the development of new media technology and the advent of the mobile internet era,a new economic form,the community economy,is gradually coming towards us.With the continuous evolution of consumption upgrading,more and more leisure and vacation real estate brands appear in the market.In the era of community economy,the traditional way of real estate brand promotion can no longer be applied to the promotion of leisure and vacation real estate brands.Leisure and vacation real estate brands urgently need to explore new brand communication strategies to adapt to the changes in the marketing environment of the community economy era.The leisure and vacation real estate brand Aranya has achieved great dissemination effectiveness through the establishment and operation of the brand community,and has been hailed as the god of real estate industry.Therefore,this article takes the leisure and vacation real estate brand "Aranya " as the research object,and thoroughly explores its brand communication strategy adopted in the context of the community economy in order to provide a reference for other leisure and vacation real estate brands.First of all,this article discusses the phenomenon of “community communication has become a new way of brand communication”.In the era of community economy,brand community communication,as a new type of brand communication,will play a great value in brand communication.Secondly,this article discusses the construction of the Aranya brand community,mainly from the three aspects of Aranya brand project overview,Aranya community positioning,and Aranya community construction.Thirdly,this thesis focuses on the community-based Aranya brand communication strategy,and starts with a detailed interpretation from three aspects(improving popularity,increasing reputation,and increasing loyalty).Aranya mainly promotes brand awareness through circle communication;enhances brand reputation through regular community activities and lifestyle building;through the construction of a community member 's transcendent consumption experience,the deepening of community member identity,and the satisfaction of community members' needs to enhance brand loyalty.Finally,this article goes from a case to a general one,and expands Aranya's successful experience.To achieve brand communication in the era of community economy,leisure and vacation real estate needs to adopt the following strategies: firstly,the real estate developers should excavate their own uniqueness to carry out the differentiated brand positioning;secondly,it is necessary to construct the brand value system and build the brand culture with this as the core;thirdly,it is necessary to build and cultivate the exclusive community of the real estate brands;Fourthly,it is necessary to strengthen the operation of the brand community and promote the dissemination of brand information multiple times to achieve brand extension;Fifthly,it is necessary to extend the industrial chain of the real estate to meet the needs of the audience in many aspects,so as to realize the sustainable development of the real estate.