Brand Strategy Research Of The Chinese Real Estate Enterprises

After more than 20 years rapid development, the real estate industry of our country has been one of the pillars of the national economy. The real estate market competition is getting increasingly fierce. From the competition of the quality and price to the competition of the brands, it becomes a trend of times for the real estate enterprises to implement the brand strategy. A few of well-known real estate enterprises, such as Poly Real Estate, China Sea real estate and China Vanke, have been carrying out their brands strategies and have obtained the certain result, which have established a good image among the consumers.However, the brand development of the real estate enterprises of china is still in its preliminary stage. There are several problems needed to been solved, such as the blurred brand positioning, the ignorance of cultivating the brand competitiveness and lack of awareness of the brand management. Therefore, the real estate enterprises of china are desire for the deeper research on the brand strategy of the real estate.This paper combine theory analysis with case analysis,combine qualitative analysis together with quantitative analysis.Explain the content of the brand strategic research of the real estate enterprises in our country;Real estate enterprises implement the current situation of brand strategy in our country,analyse classic case of the real estate industry,Implement brand strategy and put forward corresponding countermeasure and suggestion to Chinese real estate enterprises from internal and external two respects.with the methods of politic economy, western economy and the related theories of the marketing. Have certain theory and realistic meanings to promote the sustainable development of the real estate of our country and Instruct the real estate enterprises implement brand strategy correctly.