Dissertation > Excellent graduate degree dissertation topics show

The SouFun brand Promotion Strategy

Author: WanJiuHong
Tutor: ChaiJunWu
School: University of Electronic Science and Technology
Course: Business Administration
Keywords: Soufun Website brand Brand Enhancing The Deputy Brand Brand Management Brand Strategy
CLC: F49
Type: Master's thesis
Year: 2011
Downloads: 79
Quote: 0
Read: Download Dissertation

Abstract


The Internet and real estate are two of the fastest developing industries which have gained much attention during the recent ten years in China. The Chinese real estate Internet market, positioning itself as the junction point of the Internet and real estate industries, has arisen sharply to be one of the hottest markets. The competition in this market heats up among the traditional real estate vertical internet companies, internet portals, classified internet companies and some other new type of real estate internet companies. To survive in this brutal market, branding is the key competition area behind this war.This asset researches the Soufun internet company which is the No.1 market dominator. Although Soufun is the oldest real estate internet company and the largest real estate internet platform, it is facing serious branding problems due to the rapidly developed internet technology and the various user behaviors. This asset analyzes these problems and proposes solutions accordingly.At the beginning of this asset, it explains the basic branding theory including the definition, development and application. As an extension, it states the definition of the Internet companies’branding and the evaluation matrix as well as several common branding strategies. All these above analysis are the theoretical foundation for finding out Soufun brand enhancing strategy.Secondly, this asset deeply dives into the internal pro and cons and external opportunities and threats of Soufun by analyzing its operation situation and competition status using SWOT. It also compares major competitors’ core matrix and branding strength with Soufun. In this way it proves the necessity and urgency of brand enhancing for Soufun.Last but not the least, this asset proposes the methodology of brand enhancing for Soufun based on its brand marketing issues. It chooses master and subsidiary brand strategies after comparative analysis of Soufun users and the common three branding strategies. After that it conducts positioning analysis on master and subsidiary brands. Based on brand enhancing core structure it provides the solutions for improving Soufun products’ quality, enhancing the brand marketing and building the brand management supporting system. At the end of the asset, it puts some of the strategies into practice. By analyzing the academic documents and interviewing customers face to face this asset proposes brand enhancing strategies and threads for internet companies. At the same time this asset leverages the traditional brand enhancing strategies and combines the unique features of internet companies’ brand. Currently internet companies brand enhancing is still at its very beginning compared to traditional companies. There are very few researches on this area. This asset proposes a new way for internet companies’ brand construction with the Soufun brand enhancing case which can be used for reference for similar internet companies.

Related Dissertations

  1. Comparative Study of Clothing Brand Strategy Based on the Core Competence,F426.86
  2. China's basic education brand development research,G639.2
  3. \,F426.82
  4. Shanxi Daily \,G216.3
  5. The Research on Transformation by Brand Strategy of Shanxi Coal Corporations,F426.21
  6. Gansu Unicom to Enhance Competitiveness of Corporate Brand,F626
  7. Product Development Research of Rayban Based on Chinese Market,TS959.6
  8. Our financial newspaper brand management strategy study,G216.3-F
  9. Chinese fast food brand management in the European market study,F719.3
  10. Integrated marketing communication network modeling and case studies,G206
  11. Relying on the city to build tourism brand building,F592.7
  12. Based on urban planning perspective city Brand Strategy of,F299.2
  13. Analysis on the Problems of Anxi Tieguanyin Product Brands and Suggestions to the Problems,F426.82
  14. The Research on Rose Wood Furniture Industry Transition in Da Yong,F426.88
  15. The Research of Rubber Enterprise Development and Government Support Policy in Hengshui City,F426.72
  16. Research on Brand Development Strategy of P&G in Chinese Market,F416.72
  17. Local day of the strategic choice of the brand to break through,F426.72
  18. Research on Brand Strategy of China’s Self-owned Brand Car in Mid-level Sedan Market,F426.471
  19. The brand sustainable development strategy under the flag design research,TB47
  20. Chengdu Cambridge Hospital specialization development ideas and countermeasures,R197.3

CLC: > Economic > Information Industry economy ( Zonglun,)
© 2012 www.DissertationTopic.Net  Mobile