Study On Brand Strategy Of Tande Ltd., Co.

As one of China's basic economic industry,real estate business is becoming more important with economic improvement. In recent years, for the stable real estate price, maintained the real estate market the healthy order development, the government has released the macroeconomic regulation and control policy, caused the land and so on scarce resources, as well as the profession competition further intensified. Under such environment, the brand strategy is the enterprise most powerful competition strategy without doubt, the good brand can obtain consumer's approval, government's commendation, the construction brand strategy, the promotion brand value is the real estate enterprise long-time development way that must be taken inevitably.This article starts from the basic theory of the real estate brands and the real estate brand strategy. The main study target in the article is the Tande Co. Ltd, the most typical case, as well as the the only listed real estate company in the western region. Using methods and so on literature law, case analysis, personnel interview, in the narration brand, the brand strategy management and so on the related literature's foundation, analyzed the Tande Co. Ltd to implement the brand strategy management systematically the superiority and the inferiority. The deep research its brand management's present situation and the existence question, proposed the Tande Co. Ltd further promotes the brand strategy management achievements the countermeasure and the suggestion. Thought that the Tande Co. Ltd brand strategy the formulation, should take "the rational development, the value creation" as an idea, bases Xi'an, consolidates Shanghai, expands Shenzhen, develops Tianjin is the mentality, pursues the remarkable quality system, the innovation marketing and the plan, promotes the Tande Co. Ltd enterprise image. Provides the personalized life space which for the middle class with its status, the status, the income, the values, the life style and so on tallies, lets the owner from the slight deep place realize that to more values, shows loving concern.Based on the above analysis, the article is to provide brand strategy system planning of the real state and some specific, feasible thinking,method and suggestions for the implementation of brand strategy management. I hope it will be useful to the brand development of the real estate who faces brand strategy management problem in western regions.