Real Estate Brand Marketing Strategy

At present, the State implemented severe macroeconomic control regulation on real estate market, consumer demand is suppressed to a certain extent; Some consumers on the real estate market took a wait-and-see attitude. Facing the increasingly competitive real estate market, as well as mounting regulatory policies, real estate sales is very difficult, Some enterprises in the face of tremendous financial pressure is painful, some developers even filing for bankruptcy due to funding strand. Real estate developers is to enhance comprehensive competitiveness in the fierce market competition, survive in the tough dilemma of macro-control policies, win customers, increasing the share of market, traditional real estate marketing strategy is clearly not up to the new development of the market situation. Face of the new political environment, market environment, consumer environment, the adjustment, development, and implementation of real estate marketing strategies to enable enterprises to maintain an invincible position in the competition, are each of the real estate industry in China ought to be thinking about an important issue.Oversupply of real estate market has become normal, growing real estate market competition under the background of macroeconomic control regulation; Real estate business to achieve better marketing result, the enterprise must take the road of sustainable development. Brand marketing is to keep a policy of sustainable development of enterprises. Brand marketing is increasing consumer loyalty to achieve good sales; Brand marketing can make the enterprise has sustained competitiveness, maximize laid a good foundation for pursuing interests; Brand marketing can enable enterprises to maintain stability in the interests of development of enterprise, enormous tangible and intangible value to the enterprise, the enterprise’s long unbeaten.This thesis based on brand learn and market marketing learn theory Foundation, emphasizing the application of4C theory, emphasizes the needs of consumers, real estate marketing study on the basic theory and policy, introduced the concept of real estate marketing and development. Analysis the connotation of brand and real estate brand, on real estate brand marketing of main content real estate Enterprise brand marketing and real estate project brand marketing for analysis. And from the demand of consumer, the strength and the weakness of enterprise, the systems of corporate identity and maintenance and management, brand assets, integrated marketing communication analysis of the five regard the establishment of the real estate brand marketing strategies. Also provides three case studies provide different content and style policies support.Brand marketing strategy research on China will play a positive role in promoting the development of real estate industry, and has a very important significance for the consumers in China, urban construction, the development of the national economy at the same time, With the deepening of China’s socialist market economy development, concept continued in the real estate business and brand marketing practice in application, brand marketing will also be greater development.