Research On Brandbuilding Of Xi’an Gaoke Real Estate Enterprise

Nowadays, the China’s real estate industry is in the eye of the storm among sustained high price, strict macro-control of government, and people strongly purchasing demands. Undoubtedly,no matter how economy situation changes, in a certain stage, the real estate industry is still the vital interests of pubic, and the prerequisite for new economic growth points. Domestic top real estate brands have started to expand to lower-tier cities, intend to seize the last potential markets. Based on this situation, industry competition has already spread from regional to nationwide. With high brand value, those top estate brands could immediately attract target consumers preference and obtain the brand influence, which seriously threatened local estate enterprises. In the above mentioned background, brand building is the only way that local estate brands would break the siege. Also it will help set up solid brand foundation for further regional expansion and market competition.In the new pattern of China’s real estate industry completion transiting from quality to brand, the paper researches on Xi’an GAOKE to explore local estate enterprise brand building strategy. GAOKE real estate as the pillar brand of western China, not only became the brand leader in local real estate industry, also received numerous awards. However along with the development of GAOKE property, its own brand building strategy has many limitations and shortcomings, as vague brand position, lack of execution of brand strategy etc, which have turn to the bottleneck of Xi’an GAOKE brand development. The paper targets brand building of Xi’an GAOKE as research object, deeply analyzes the research studies in domestic relevant field, and determines the research content on the basis of the rationality and innovation: analyzes the micro market and macro economic environment Xi’an GAOKE in, and in-depth discusses and analyzes on the problems existing in the process of GAOKE brand building. According to the specific problems GAOKE property has, it proposes corresponding brand shaping strategy and safeguard measures, in further strive to improving GAOKE property brand strategy to become the top Brand in western China. Meanwhile, the analysis of GAOKE property and brand strategy study also has the significant value on real estate brand building strategy in lower tiers cities.