我国房地产企业品牌竞争力评价研究

发布时间：2018-03-19 10:44

本文选题：房地产品牌　切入点：品牌竞争力　出处：《天津大学》2008年硕士论文　论文类型：学位论文

【摘要】： 房地产业已经进入品牌竞争的时代,如何提升房地产企业品牌的竞争力成为摆在我国房地产企业面前的一个重要的问题。本文的研究目的在于:在借鉴国内外有关房地产品牌竞争力评价方法研究成果的基础上,提出适合我国房地产企业品牌竞争力的指标体系和评价方法,对房地产品牌竞争力进行测度和评价。论文首先对国内外品牌竞争力研究进行了综述,分析了目前品牌竞争力研究存在的问题及亟待突破之处。其次在对品牌、房地产品牌进行阐述的基础上,提出了品牌竞争力的概念,分析了房地产品牌竞争力的构成要素和内容。然后依据我国房地产品牌竞争力评价指标的设计原则,设计了我国房地产企业品牌竞争力的评价指标体系,提出了我国房地产企业品牌竞争力的评价模型。本文选用主成分分析法作为我国房地产品牌竞争力的评价方法,分析了该方法的优点,介绍了构造我国房地产品牌竞争力评价模型的基本程序。论文从准确的市场定位、质量、良好的客户关系、专业化、信守承诺、管理和创新七个方面提出了提升我国房地产企业品牌竞争力的对策建议。最后,论文以天津津滨发展股份有限公司为例,对其品牌竞争力进行了实证分析。
[Abstract]:The real estate industry has entered the era of brand competition. How to improve the brand competitiveness of real estate enterprises has become an important issue in front of our real estate enterprises. The purpose of this paper is to learn from the research results of the evaluation methods of real estate brand competitiveness at home and abroad. This paper puts forward the index system and evaluation method suitable for the brand competitiveness of real estate enterprises in China, and measures and evaluates the brand competitiveness of real estate enterprises. Firstly, this paper summarizes the research on brand competitiveness at home and abroad, analyzes the existing problems and urgent problems in brand competitiveness research. Secondly, on the basis of expounding brand and real estate brand, this paper puts forward the concept of brand competitiveness, and analyzes the elements and contents of real estate brand competitiveness. Then according to the design principle of the evaluation index of the real estate brand competitiveness of our country, the evaluation index system of the brand competitiveness of the real estate enterprise of our country is designed, and the evaluation model of the brand competitiveness of the real estate enterprise of our country is put forward. This paper chooses the principal component analysis method as the evaluation method of the real estate brand competitiveness of our country, analyzes the advantages of this method, introduces the basic procedure of constructing the evaluation model of the real estate brand competitiveness of our country. Seven aspects of quality, good customer relationship, specialization, keeping promise, management and innovation are put forward to improve the brand competitiveness of Chinese real estate enterprises. Finally, taking Tianjin Jinbin Development Co., Ltd as an example, the paper makes an empirical analysis of its brand competitiveness.
【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

【引证文献】