Vanke Group, Real Estate Brand Marketing

As the highest competition, brand competition is destined to be the major competition in domestic real estate market in 21 century.As the leader of Chinese real estate industry, Vanke have created the brand of real estate firstly .Relying on outstanding quality management system , professional service level and advanced brand operation concept, Vanke rise up and become the only China well-known trademark. in Chinese real estate industry. But Vanke have not become international famous brand and also exist many deficiency and fault on brand sale.This paper combines the particularity of the real estate merchandise and the real estate market. By using the related theoretical knowledge and the actual investigation,this paper analyzes the success and deficiency of Vanke Real Estate on brand sale strategy. By utilizing the method of dynamic analysis and combining the macro-control of current country for real estate,this paper analyzes the brand operating environmental ,operating situations, and competitive advantage and risk of Vanke Real Estate.And by adopting specific case , this paper analyzes the fault in brand operation of Vanke Real Estate.Meanwhile this paper deals with the problems of Vanke Real Estate Brand Marketing how to improve a specific countermeasures.At last,according to the analysis,this paper makes some suggestion to those business of real estate that will go to the road of brand,and expects that they give numerous real estate companies of our country to make reference in the building brand.