A Research On Brand Building Strategy Of Cred Zibo Company

After decades of rapid development,China's real estate industry has become an important part of the national economy.Under the new normal state of the supply side,it has maintained a higher contribution to economic growth.But with the state de-leveraging,preventing and resolving the major risks and carrying out macro-control policy of the real estate market increasingly more stricter,the development of enterprises in the industry is facing enormous challenges.Under this background,many famous real estate enterprises continue to expand market share and market occupancy through their own brand advantages.Many small and medium-sized real estate enterprises,which have developed rapidly in recent years,have begun to attach importance to the construction of enterprise brand,and the real estate industry has entered the stage of brand competition.Through the research on the brand construction of CRED Zibo City Construction Comprehensive Development Company(hereinafter referred to as CRED Zibo company),this paper tries to find a suitable strategy for the brand construction of the company,and provides guidance for the successful construction of the real estate brand in the future.Firstly,this paper expounds the definition and the features of brand,then the definition,connotation of real estate brand,and also expounds the influences,importance,and the principles of brand construction on real estate enterprises,in order to provides a solid theoretical basis for the follow-up study.Secondly,studying the current situation of enterprise brand construction of CRED Zibo company,using the application of AHP and fuzzy comprehensive evaluation method,the author evaluate the brand value of the company.Analyzing the advantages,disadvantages,opportunities and challenges of the company brand construction with SWOT,the author find all the factors that influence the company brand construction,and then present all the strategies to the problems.Based on this,this paper concludes that the company has four major problems in brand building and analyzes the reasons for the above problems.Finally,according to the above research,seven brand building strategies suitable for the actual situation of the company,such as establishing brand concept,are proposed.All these analyses can guide the rapid construction of CRED Zibo enterprise brand,which can be used to occupy the dominant position in more brutal future competition.Meanwhile,the passage also provides guidance and reference for other small and medium-sized real estate enterprises that are exploring brand building.In the end of this paper,the author summarizes the achievements and shortcomings of this research,and show his expectations for the future research.