GL国际社区项目品牌管理体系设计

发布时间：2018-01-17 23:23

本文关键词：GL国际社区项目品牌管理体系设计　出处：《西南财经大学》2008年硕士论文　论文类型：学位论文

【摘要】： 在全球化金融危机蔓延和政府宏观调控政策影响中国房地产行业景气周期的背景之下,当前我国房地产开发企业面临又一轮“洗牌”。作为四川房地产行业首强的LGHJ公司正重新反思自身战略与竞争模式问题。公司管理高层的一个共同的竞争理念,就是以模式竞争,构筑新的行业规则,以高制全,确保长期的优势地位。 GL国际社区项目是具体承载和实施LGHJ公司当期战略之核心重点项目。寻求并构筑新的竞争模式,同时如何以专业化方式解决品牌建设问题,成为GL国际社区项目公司管理团队眼下迫切要解决的问题。本论文通过在该项目中全面导入规范的战略品牌管理体系,提供兼顾上述两大问题的解决方案。在第1章序言中,介绍了选题背景、拟解决的问题及其意义,论文工作方法与技术路线,并规划全文内容结构;第2章首先进行GL国际社区项目品牌管理体系构建环境调研,主要分析GL国际社区项目目标客户、行业竞争项目和LGHJ公司既有品牌管理框架;第3章在调研分析的基础上,进行GL国际社区项目品牌定位与识别;第4章策划GL国际社区项目品牌传播方案;第5章引入GL国际社区项目品牌运营和监控职能模块;第6章为所设计“GL国际社区项目品牌管理体系”的导入作具体实施计划;最后在结束语部分,对论文工作取得的成果和作者收获进行总结。 GL国际社区项目品牌管理体系的设计,突出了两大要点:一是,项目品牌问题的解决不局限在营销职能层面,而是提升到统领营销活动的战略管理层面;二是将品牌管理进一步的分解为品牌形象管理与品牌资产经营两个层面,以品牌资产构造、增值及其价值实现为最终的品牌管理目标。本论文成果应用,为LGHJ公司及其战略重点,GL国际社区项目在竞争中胜出,提供了以品牌管理创新为核心的专业化可操作方案。
[Abstract]:In the context of the spread of the global financial crisis and the impact of government macro-control policies on China's real estate industry cycle. At present, China's real estate development enterprises face another round of "reshuffle" As the top real estate industry in Sichuan, LGHJ is rethinking its own strategy and competition model. The management of the company is a common concept of competition. It is to model competition, build new industry rules, with high system complete, ensure long-term advantage position. GL international community project is the key project to carry out and implement the current strategy of LGHJ Company. It seeks and constructs a new competition model and how to solve the brand building problem in a professional way. This paper introduces the standardized strategic brand management system in this project to provide solutions to the above two problems. In the preface of the first chapter, it introduces the background of the topic, the problems to be solved and its significance, the working methods and technical route of the thesis, and the content structure of the full text. Chapter 2 firstly carries on the environment investigation of the GL international community project brand management system, mainly analyzes the GL international community project target customer, the industry competition project and the LGHJ company existing brand management frame; Chapter 3, on the basis of investigation and analysis, carries on the brand positioning and identification of GL international community projects; Chapter 4 plans the brand communication program of GL international community project; Chapter 5 introduces GL international community project brand operation and monitoring function module; Chapter 6 is the concrete implementation plan for the introduction of "GL international community project brand management system". Finally, in the concluding part, the paper summarizes the achievements of the work and the author's harvest. The design of GL international community project brand management system highlights two main points: first, the solution of project brand problem is not confined to the level of marketing function, but to the strategic management level of leading marketing activities; The second is to further decompose the brand management into two levels: brand image management and brand equity management, taking brand equity structure, value-added and value realization as the ultimate goal of brand management. For LGHJ Company and its strategic key international community project to win in the competition, provided with brand management innovation as the core of the professional operational scheme.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

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