Research On The Strategy Of Cross-border Brand Communication Of Real Estate Enterprises

Under the background of national mac-control and de-industrialization of the industry,the real estate industry has entered the era of transformation and upgrading after nearly 20 years of rapid development.Driven by the transformation and upgrading,the brand positioning and concept of those real estate enterprises also alter.On the one hand,through diversified development,those real estate enterprises hope to strengthen the core competitiveness,enhance the brand value,form great brand influence and obtain higher sales and profits;On the other hand,due to the increasingly fierce market competition and the worsening homogeneity of products,the communication strategy of enterprise brands play a specially important role in helping real estate enterprises stand out from this competition besides their advantages in scales.Brand subject,channels of communication and communication targethave been gradually evolving in brand communication activities.As the educational level in society and people?s living standard have been improved,the audiences? living habits and attitudes are changing.To a certain extent,the development of the Internet bringthe audiencesmore freedom and communicability of speech.As a result,the status of communication subject and communication targetin the communication process has changed.In addition,the media pattern has evolved from newspapers,radio,television,magazines and other traditional media to the current media matrix pattern with the Internet as the main communication platform.At the same time,the communication form is also changing to be real-time,fragmentized and precise.Such transformations have brought opportunities and challenges to thebrand communication of real estate enterprises.For the past few years,alarge number of real estate enterprises have been updating their own brand communication positioningin accordance with their enterprise positioning,the actual market and communication environment.They constantly optimize their own communication ideas to meet the changes in customers?ways of receiving information and house purchasing preference.They try to stand on the customers? point to optimize the communication form and innovatebrand communication by various means,such as rebranding,upgrading and updating of national fashion brands not limited to the original real estate industry andtime-honored reputation.Such innovative strategies and waysof brand communication were widely applied to major brandreal estate enterprises,which achieved good communication effects.At present,there is still a lack of research on the new strategies of brand communication including cross-border brand communication for real estate enterprises in the industry transformation period.For the above reason,based on the theory of real estate brand and brand communication,this paper analyzes the brand communication of Country Garden under the background of industry transformation.Literature analysis,case analysis and questionnaire survey are adopted.Firstly,the brand history and brand communication strategies of Country Gardenin four development stages are sorted out and analyzed.Secondly,the communication strategies,communication matrix and main communication forms of Country Garden based on brand positioning are briefly summarized.Then,Country Garden?s brand communication activities of the cross-border national fashion culture IP in Liaoning region are analyzedin detail.Through online interview,network investigation and in-depth interview,the strategy formulation,specific implementation and effect of cross-cultural brand communication are studied and analyzed,and the innovative attempt of brand communication strategy of Country Garden in the context of real estate industry transformation,as well as the induction of five new ways of communication content and channels are obtained.In addition,the effect of cross-border brand communication activities is studied through targeted questionnaire.Finally,three pieces of advice are put forward to address the shortcomings found in Country Garden?s cross-border brand communication.It is expected that the innovative cross-border brand communication ideas and strategies obtained through this study can enrich the theoretical research and specific practical activities of real estate brand communication in China under the background of industrial transformation.