中国房地产品牌建设研究与首创置业品牌建设的实践

发布时间：2018-03-10 21:32

本文选题：房地产业　切入点：品牌价值　出处：《天津大学》2008年硕士论文　论文类型：学位论文

【摘要】： 近年来,随着房地产行业竞争日益激烈、产品同质化程度逐渐加剧、消费者品牌意识逐步提高,以品牌为核心的企业战略开始在房地产行业内占据主导地位。本报告通过对房地产行业品牌现状与问题的研究,得到房地产企业品牌建设的途径。同时,本文对知名房地产企业的案例进行分析,得出若干种品牌培育模式。首创置业作为中国一家知名的房地产企业,在快速扩张的过程中,品牌的问题也就突显出来,如何在竞争日渐激烈的环境中立于不败之地,是一个非常值得思考的问题。本文创新点在于: 1、对房地产企业品牌建设途径进行了研究; 2、对国内房地产企业品牌培育模式进行了比较研究; 3、对首创置业品牌问题进行分析并给出品牌建设的发展策略。本论文通过对房地产行业品牌现状的研究和房地产企业品牌策略的思考,并结合首创置业本身的特点,提出首创置业品牌建设的思路和实践建议。
[Abstract]:In recent years, with the increasingly fierce competition in the real estate industry, the degree of product homogenization has gradually intensified, and consumer brand awareness has gradually improved. The enterprise strategy with brand as the core begins to occupy the leading position in the real estate industry. This report obtains the way of the real estate enterprise brand construction through the research on the current situation and problems of the real estate industry brand. At the same time, This paper analyzes the cases of famous real estate enterprises and obtains several brand cultivation models. As a well-known real estate enterprise in China, the issue of brand is highlighted in the process of rapid expansion. How to be invincible in the increasingly competitive environment is a problem worth thinking about. The innovations of this paper are:. 1. Research the ways of brand building in real estate enterprises; 2. A comparative study on the brand cultivation model of domestic real estate enterprises is carried out. 3. Analyze the brand problem of the first home and give the development strategy of brand construction. Through the research on the current situation of the real estate brand and the thinking of the brand strategy of the real estate enterprise, and combining with the characteristics of the pioneer, this paper puts forward the ideas and practical suggestions of the brand construction of the first real estate.
【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】：F293.3;F273.2;F224

【共引文献】