Mianyang Ht Real Estate Company Brand Building Research

At recent years, the development of real estate market is much rapid and the competitions between real estate companies are more and more drastic. After the price competition, quality competition, the competitions between real estate enterprises are tending towards brand competition era. The future of real estate market must be consisted of competitions between a few excellent brands. Although many real estate enterprises of our country see the brand construction as their business strategy for long-term developments and benefits, and many of them are trying to building brands now, the acquaintance of brand in real estate industry are not in-depth, even some developers have entered the erroneous zone of brand construction.The study object of this paper is HT Company, which is a medium-sized real estate enterprise in Mianyang. In the face of drastic competitions and exceptional infections from Wenchuan earthquake, it is valuable for HT to find how to get fast developed and obtain long-term superiorities by brand construction. In the course of studying, it has made use of many theories such as the brand construction theory, the enterprise management theory, the marketing stratagem management theory, etc. It also uses many scientific research methods, such as content analysis, existing statistics analysis and questionnaire. Firstly, the paper has analyzed the status quo of researching on real estate enterprises' brand construction at home and abroad. Then, by collecting and summarizing a mass of datum, it has summarized some correlated theories about brand and real estate brand construction, and the functions, actualities and main problems of real estate enterprises' brand construction in our country, and designed the researching process of HT's brand construction.Afterward, through enterprise accessing, market investigating, combined with my long-term working experiences in HT company, this paper has completely analyzed HT's brand construction actualities, the enterprise's characteristics and circumstances inside and outside. Then it has done the SWOT analysis and helped HT to constitute its stratagem orientation of brand construction. Finally, in allusion to HT's characteristics, this paper has brought forward some effective and exercisable brand construction strategies, brand transmitting, inspecting, maintaining and extending strategies.The outcome of this paper has a positive referencing and guiding significance for HT's brand construction, it also provides some arguments for our country's medium-sized real estate enterprises to set up their far-famed brands.