Brand Strategy Of Real Estate Company Based On Customer Value

The real estate industry is the pillar industry of national economy, having far-reaching influence on national economy, whose importance is reflected in economy and stability of the economy. Real estate profiteering era has gone, crazy enclosure, savage growth and price competition in the traditional sense is unlikely to win the competitive advantage for the enterprise. Brand strategy based on customer value can bring competitive advantage for the enterprise. The real estate industry brand era has come.In this paper, the studying of the real estate company’s brand strategy is based on the customer value theory. Firstly, Based on porter five models as analysis tool, this paper analyzes the competitive situation of the real estate industry, further explores the current situation and the reasons for brand building, and demonstrates the necessity for the real estate company to implement brand strategy. Secondly, in the basis of customer value, I use questionnaires and data analysis to propose a quantitative method of building real estate brand strategy and take Qingdao A company J Realty Group as example, using the new method developed in this paper to design a specific brand strategy programs for Qingdao A company. Thirdly, Combined with the problems existing in the real estate company in the implementation of brand strategy, this paper discusses issues related to brand management from the perspectives of brand maintenance and brand extension.