The Study On Brand Strategy Of China Railway Real Estate

After twenty years' development, the real estate industry has become one of China's backbone industries. In his report to the 17th CPC National Congress, President Hu Jintao said the party will ensure all people's right to housing, and vowed to perfect the "Low-rent Homes" program and to step up efforts to solve low-income families' difficulties in housing. Now the concept of a ladder-shaped housing supply system including low-rent homes, economically affordable houses, reasonably priced apartments, and commercial houses has formed, the real estate market has gradually been regulated, the market competition is intensifying, and the process of rectification within the industry has sped up. The era of "brand competition" in the real estate industry has come.China Railway Real Estate, as the holder of Zhongtie Group's real estate business, has made clear brand development strategies, which focus on using the power of brand to strengthen the company's power, upgrade its management, expand its scale, and increase its profits. Therefore, how to implement the brand strategies thus to foster a strong China Railway Real Estate brand has become an important and urgent issue facing the company.This thesis, based on the author's study of brand theories, analyzes the current state and development trend of growth of China's real estate brands. It also helps perfect China Railway Real Estate's brand development strategy, analyzes major problems China Railway Real Estate has in implementing its brand strategy, gives method on how to build the company's brand, and gives the author's opinion on brand promotion and management.Nowadays, real estate companies are more aware of the importance of brands, the value of leading brands in the industry has witnessed significant growth. Brand is taking an increasingly important role in pushing a company's growth. The brand strategy and method to construct a brand system for China Railway Real Estate raised in this thesis will be of some help in the company's development, and will provide a practicable plan and some reference for similar real estate companies' brand construction.