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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
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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.

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