金柱集团品牌营销战略研究

发布时间：2018-02-19 21:36

本文关键词： 房地产品牌营销品牌战略　出处：《山东大学》2009年硕士论文　论文类型：学位论文

【摘要】： 当前,企业品牌作为一项巨大的无形资产,其价值在一定意义上来讲,已超过土地、货币、技术和人力资本等战略要素。随着市场经济的发展,品牌营销作为企业营销的一个高级阶段,在企业营销中发挥着越来越重要的作用,品牌间的竞争是现代企业间的市场竞争重要方面之一。因此,企业能否培育出自有品牌,已成为一个企业在市场上是否具有可持续核心竞争力的重要标志。实施品牌营销策略是时代对一个成熟的现代企业的紧迫要求。我国住房商品化制度的推进以及城市化进程的加快均使得房地产市场存在巨大的发展空间。但是在商品房的品质日趋提高、同质化日益严重和消费者的需求不断提高的多重夹击下,品牌竞争力不足,从根本上制约了很多房地产企业的进一步发展。作为聊城市房地产行业的新进入者,聊建金柱建设集团有限公司(以下简称金柱集团)也面临同样的问题:巨额宣传费用的投入并没有为公司的销售收入和市场份额的占有量预期增长。分析其原因,除了金融危机的影响因素外,一方面市场竞争日趋激烈,另一方面企业品牌建设滞后。内忧外患的现实状况迫使金柱集团的决策者越来越意识到:只有以市场为导向,实施品牌营销才能在激烈的市场竞争中占有一席之地。本文在研究上采用理论分析与实证分析相结合,定性分析和定量分析相结合的方法。从分析内外环境和品牌营销现状入手,为金柱集团制定了切实可行的品牌营销策略。其中,在品牌识别定位与形象设计、品牌的推广和品牌价值提升等方面做了重点阐述。另外,根据公司现状,本文也提出了品牌营销实施建议,包括跨职能部门建立、企业文化建设、业务流程重组等,以期金柱集团通过品牌营销的实施最终达到提升公司核心竞争力,抵御市场风险,实现可持续发展的目标。当前,品牌营销在我国房地产行业已经有了初步的发展,本论文提出的品牌营销策略对金柱集团拓展市场,提高核心竞争力具有一定的参考价值。另外,本论文的研究成果对其他同类房地产企业实施品牌营销也具有一定的借鉴意义。
[Abstract]:At present, enterprise brand as a huge intangible asset, its value, in a certain sense, has exceeded the strategic elements such as land, currency, technology and human capital. With the development of market economy, As an advanced stage of enterprise marketing, brand marketing plays a more and more important role in enterprise marketing. The competition among brands is one of the important aspects of market competition among modern enterprises. It has become an important symbol of whether an enterprise has sustainable core competitiveness in the market, and the implementation of brand marketing strategy is an urgent requirement of the times for a mature modern enterprise. The promotion of housing commercialization system and the acceleration of urbanization make the real estate market have a huge development space, but the quality of commercial housing is improving day by day. With the increasing homogeneity and the increasing demand of consumers, the brand competitiveness is insufficient, which restricts the further development of many real estate enterprises. As a new entrant to the real estate industry in Liaocheng, Liaojian Jin Zhu Construction Group Co., Ltd. (hereinafter referred to as Jin Zhu Group) also faces the same problem: the investment in huge publicity expenses has not been expected to increase the company's sales revenue and market share. In addition to the factors affecting the financial crisis, on the one hand, the market competition is becoming increasingly fierce, on the other hand, the construction of enterprise brands is lagging behind. Only by implementing brand marketing can we have a place in the fierce market competition. This paper adopts the methods of combining theoretical analysis and empirical analysis, qualitative analysis and quantitative analysis, starting with the analysis of the internal and external environment and the current situation of brand marketing. This paper makes a feasible brand marketing strategy for Jin Zhu Group. Among them, it focuses on brand identification positioning and image design, brand promotion and brand value promotion, etc. In addition, according to the current situation of the company, This paper also puts forward some suggestions for the implementation of brand marketing, including the establishment of cross-functional departments, the construction of corporate culture, the reengineering of business processes, and so on. In order to promote the core competitiveness of the company through the implementation of brand marketing, Jin Zhu Group will resist market risks. Achieving the goal of sustainable development. At present, brand marketing has made a preliminary development in China's real estate industry. The brand marketing strategy proposed in this paper has certain reference value for Jin Zhu Group to expand its market and improve its core competitiveness. The research results of this paper also have some reference significance for other similar real estate enterprises to implement brand marketing.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F293.3;F713.50

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