| Though Marketization have been lasted short time since opening up of the Chinese real estate market in the 1990s, real estate companies rivalship have passed through 4 stages: District rivalship, layoff rivalship, concept rivalship and brand rivalship. Shenzhen real estate market began earliest in China, and also was considered as representation city of earliest developed brand rivalship in real state. The thesis take example of Shenzhen, studies Shenzhen real state brand commuication strategy from following three aspects: advertisement Strategy, public relationship strategy and network communication. Also provide cases of China Mechants Property Development Co.,Ltd (CMPD) and analyze CMPD's brand supporting system and advertisement,public relationship & network communication strategy in detail. |
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