The Research On The Brand Reconstruction Of Zhonghai Estate Company

After more than20years of development, China’s real estate market from scratch, fromindividual companies dominant to the intensified competition between enterprises, from thebeginning of a seller’s market to a buyer’s market, the development so far, the real estatemarket competition has been from the traditional price competition and quality competitionto brand competition. Brand as a huge intangible wealth, is an important tool to reverse theenterprise in the fierce competition situation, its importance is far more than the ShiWuXingelements such as land, capital, technology or human. Real estate enterprises in the face of thefierce competition in the industry and industry of macroeconomic regulation and controlpolicy, shape, and established a strong enterprise is a key step to enhance thecompetitiveness of the enterprise market, set up the brand as a scientific developmentstrategy is also a sign of a mature enterprise. In this paper, through a few steps to theimportance of the brand, the domestic real estate brand management present situation hascarried on the thorough analysis, and the election zhonghai real estate as an example, tobrand marketing and strategic position. This paper is divided into five main parts:The first chapter: introduction. This part mainly expounds the research background ofthis article, on the topic discusses the importance of the related research results of scholars athome and abroad are briefly summarized and the study, combined with previous scholarsresearch results put forward in this paper, we study the innovation points and researchmethods, in the form of illustration shows the research framework of this article.Chapter2: the paper studies the theoretical background. This part of the definition ofbrand and the importance of the brand for the enterprise are summarized, analyzed the realestate enterprises adopt the significance of brand strategy, at the same time to our countryreal estate enterprise research and analysis on the current situation of brand management.The third chapter: China real estate and development environment analysis. This partdescribes the current development of China real estate, analyzes some problems existing inthe China real estate in the process of brand marketing, and analyzed from the perspective ofmacro zhonghai real estate market environment.The fourth chapter: China real estate brand construction and its operation status. Thispart mainly analyzes the zhonghai real estate in the face of the new situation of the realestate market brand construction, analyzes the importance of brand building, and objective to investigate the zhonghai real estate brand marketing status at present, the analysis of Chinareal estate business status quo.The fifth chapter: China real estate brand reconstruction strategy research. This partfrom brand building, brand communication and brand maintenance of three aspects of brandreconstruction system, analysis the specific process of zhonghai real estate brandreconstruction and shall abide by the law.Chapter6: China real estate brand reconstruction strategy of the implementation of theprotection. This part firstly discusses the meaning and significance of China real estate brandrebuilding, so as to put forward China real estate from several aspects in the process of brandreconstruction, with these strategies good brand reconstruction to achieve goals.Chapter seven: conclusion. Summarizes the main content of the articles of the subsystem,and expounds the brand construction and the importance of brand marketing of real estateenterprise survival.