Research on brand strategy of a domestic real estate enterprise —A case of Jinhui
Date Issued
2015
Date
2015
Author(s)
Yu, E
Abstract
Real estate brand has become more and more important, according with the rapid development of Chinese real estate industry and higher pursuit of consumers’ living quality. Taking Radiance real estate as example, the paper combines the theory research with empirical research and PEST analysis, Potter five analysis method and SWOT system analysis and so on to make an analysis of competitive factors including the internal and external environment, benchmark and branding strategy and structure. This study proposes optimized branding strategy and structure, meanwhile, summarizes branding strategic support system. This study divides into five parts. Firstly, organizes literature research about real estate brand, secondly, analyzes internal and external environment of Radiance, thirdly, evaluates resent branding strategy of Radiance, fourthly, proposes optimized branding strategy of Radiance, fifthly, summarizes implementation of branding strategy. This study has raised four suggestions. Firstly, Radiance should strength advantages including product designing abilities and property management, focuses on layout nationwide, regional focus and city first. Secondly, Radiance should re-organize brand structure and re-position Residential, commercial, combination and property sub-brands. Thirdly, Radiance should draw up multi-level brand communication methods. Lastly, Radiance should plan brand support system including brand organization structure, management process, marketing, brand maintenance and crisis management.
Subjects
Real estate brand
brand strategy
brand implementation Radiance
Type
thesis
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