Brand Strategy Research Of China Real Estate Industry

China real estate after more than20years tortuous development process isgradually become mature and rational, gradually rose to become the national economystructure is one of the pillar industries in. With the improvement of people’s livingstandard, consumption concept increasingly mature, the real estate market from aseller’s market to a buyer’s market, real estate enterprises are confronted with hithertounknown challenge. The real estate market has been through simple quality competition,price competition evolved for the brand competition. The implementation of brandstrategy, brand has become a real estate business in the first task, a lot of domestic realestate business has begun the implementation of brand strategy and the formation of anumber of well-known brand of real estate, such as the Shenzhen Vanke, China Sea realestate, gold, forte, Greentown, has accumulated a certain brand assets.But relative to character, the domestic real estate brand development lags behind,there is a lack of brand awareness, product brands and corporate brands, the lack ofsustained growth, from lack of integrated communication, brand value content lowermany problems. And as more foreign investors to enter the real estate market, thecompetition will be more intense, the enterprise wants to survive in the competitionmust implement brand strategy, the domestic well-known real estate brand of practicehas proved that the implementation of brand strategy is the enterprise to win in thecompetition of the inevitable choice. Therefore, the domestic real estate business is anurgent need for the real estate brand strategy research.This article mainly through the brand research status at home and abroad andrelevant theoretical research, to the real estate brand with a new awareness, analyzingour country real estate industry development present situation and the real estateenterprise brand strategy, and then by SWOT a model to study the Chinese real estate enterprise’s brand strategy influencing factor, put forward Chinese real estate enterprisebrand strategy implementation scheme and application, and take the ZT real estateenterprise as the example in the empirical analysis, to show how to systemically buildup the brands of China’s real estate.