翻译

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With the real estate market competition intensifies, brand marketing has increasingly been the developers attention. But because of the special nature of the real estate and real estate market, how to create the brand consciousness, how accurate brand positioning project, how to guide consumers to grasp the brand orientation and other issues, the real estate companies in China, are all urgent. Most of the real estate business is still in the stage of accumulation. Want to gain a firm foothold in the fierce market, we must first establish project using the product superiority brand. In this paper, in order to Tianjin Wanda mansion as a case, how to establish the brand of real estate projects are summarized: This article attempts to Wanda mansion project as the research object, through the analysis of brand marketing theory, Wanda mansion in brand marketing strategy success and problems, through the market survey to focus on the target population for high class, analyzes and summarizes the two angles from their rational appeal and emotional appeal; summed up the implementation of the real estate brand marketing strategy, through the analysis of the macro market and regional market that faces Wanda mansion project is a slightly bigger than for the sake of, city residential demand and environment is large market, regional market provides a good opportunity for us to market environment. Finally, from a marketing gimmick describes how to promote brand strategy. The purpose is through the analysis of the process of brand positioning Wanda mansion of the project, found deficiencies in the project brand marketing strategy and puts forward opinions, expectations for China's real estate enterprises implement brand marketing to provide reference.