Expo The Xingyun Real Estate Brand Building Research

Along with constantly perfect of real estate marketing operation mechanism, real estate industry gradually steps into mature and sense phase. In the face of sensible and rationsl customers, some wise developers have already realized brand constructing is the important way to take possession of market, increase market occupancy rate, and is the substantial guarantee for enterprise being big and strong. Real estate industry has already entered brand competition phase and further research on real estate brand becomes imminent. This paper studies brand strategy of Horti-Expo Xingyun Real Estate Co.ltd., which is composed of 6 parts. Part 1 briefly introduces research background, current situation, research objective and significance of research. Part 2 states the concept, connotation of brand, and concept, classification and value of real estate brand. Part 3 analyses China'real estate brand situation and existing issues. Part 4 introduces brand constructing of Horti-Expo Xingyun Real Estate Co.ltd. and elaborates its brand constructing strategy. As the key part of the paper, it includes brand orientation strategy,brand design strategy, brand sprend strategy and its related auxiliary strategies. Part 5 is conclusion. There are several innovation points as follows. First, brand orientation andcore value of Horti-Expo Xingyun Real Estate Co.ltd have been put forward. Second, main and subsidiary brand strategy should be adopted by Horti-Expo Xingyun Real Estate Co.ltd. considering its own situation and industry situation. With acquaintance of real estate brand strategy, people will pay more attention to real estate brand and its value to customers. We believe real estate brand will have a bright future.