Vanke Real Estate Brand Strategy Research

The brand is one of the most important intangible assets,related to theenterprise’s market competitiveness and sustainable development,Real estate brand isno exception.At present, more and more real estate enterprises began to realize theimportance of brand marketing strategy, and had promoted brand strategy to animportant position. In the development process, they explored the cultivation of branddesign, brand positioning, brand communication, brand extension and brandmaintenance as the main means as the main characteristics of the brand marketingstrategy. the fundamental purpose of the real estate brand marketing strategy is tomake the real estate commodity stand out from highly homogeneity in the real estatemarket effectively. And form a strong brand strength, improve the efficiency of sales,thus obtains the high premium and high market share. Therefore, it is important tostudy the real estate brand marketing strategy.In this paper, starting from reviewing the brand, the real estate brand and brandmarketing theory, adopting the research method of literature research, case studiesand exploratory research method of the combination of multiple angle, conducts theresearch to the Vanke brand marketing. In the basis of the investigation and Analysison the status of Vanke brand marketing, this paper analyzed and summarized theproblems existed in the brand marketing of the enterprises. According to the theory ofbrand marketing, this paper developed a set of brand marketing plan which is suit forthe status and trends of the enterprises development. on this basis, this paper alsoprovide some suggestions for implementation for Vanke.