T房地产（集团）有限公司品牌战略研究

发布时间：2018-01-18 03:14

本文关键词：T房地产（集团）有限公司品牌战略研究　出处：《天津大学》2008年硕士论文　论文类型：学位论文

【摘要】： 本文是根据当前国内房地产市场现状,结合T房地产( )有限公司的品牌现状及战略规划需求,对其公司品牌及产品品牌进行了系统规划研究。本文采用实证分析的方法,首先阐述了当前我国房地产的现状,指出目前我国房地产正在朝“住宅产业化、土地市场化、管理规范化、企业品牌化”的方向发展,品牌是房地产企业的灵魂,中国房地产行业已经进入品牌竞争时代。其次,本文对房地产品牌的相关理论进行了深入研究,阐明了房地产品牌的内在涵义,指出房地产品牌的构建要素,对房地产企业品牌化的必要性进行深入分析,明确了房地产企业实施品牌战略的作用和意义,同时,本文还对房地产品牌建设的策略以及房地产品牌战略管理过程进行了深入研究。第三,本文对T地产的发展战略及对品牌要求进行细致研究,结合T地产发展战略,提炼出T地产品牌的核心价值,分析T地产品牌差异化的识别点,在此基础上对公司品牌进行整体规划,构建了公司品牌管理工作流程。通过对现有品牌结构模式的分析和对T地产品牌的分析,提出了T地产可采用的公司品牌架构模式,并分析确定了T地产可复制的三类产品。最后,本文指出T地产应建立品牌管理体系和组织流程,指出了各岗位品牌管理职责和公司相关部门品牌工作指导原则,明确了T地产当前应立即着手的品牌管理工作,并强调T地产应通过流程的部署协调各部门的品牌管理相关工作。
[Abstract]:According to the current situation of domestic real estate market, combined with the brand status and strategic planning needs of T Real Estate () Co., Ltd, this paper makes a systematic research on the brand and product brand of T Real Estate Co., Ltd. This article adopts the empirical analysis method, first elaborated the present situation of our country real estate, pointed out that our country real estate is "the housing industrialization, the land marketization, the management standardization" at present. Brand is the soul of real estate enterprises. Chinese real estate industry has entered the era of brand competition. Secondly, this paper has carried on the thorough research to the real estate brand related theory, has clarified the real estate brand intrinsic meaning, pointed out the real estate brand construction essential factor. The necessity of brand of real estate enterprises is analyzed in depth, and the role and significance of brand strategy in real estate enterprises are clarified. This article also carries on the thorough research to the real estate brand construction strategy and the real estate brand strategy management process. Thirdly, this paper studies the development strategy and brand requirements of T real estate, combines the development strategy of T real estate, extracts the core value of T real estate brand, and analyzes the identification point of T real estate brand differentiation. On this basis, the overall planning of the company's brand, the construction of the company's brand management workflow, through the analysis of the existing brand structure model and the analysis of T real estate brand. This paper puts forward the corporate brand structure model of T real estate, and analyzes and determines three kinds of products that T real estate can replicate. Finally, this paper points out that T real estate should establish a brand management system and organizational process, and points out the brand management responsibilities of each post and the guiding principles of brand work in related departments of the company. This paper clarifies the brand management work that T real estate should start immediately, and emphasizes that T estate should coordinate the brand management work of various departments through the deployment of process.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F293.3

【引证文献】