苏宁置业集团品牌战略研究

发布时间：2018-03-26 19:40

本文选题：苏宁置业　切入点：品牌　出处：《华东理工大学》2017年硕士论文

【摘要】：2015年,住宅消费的上涨背后,不少房地产行业开发商也投入到了综合地产的开发热潮,以期获得自持物业的长期回报。然而许多开发商对产品缺少良好的运营经验,给后期综合地产项目留下了管理难题。与此同时,极具影响的综合地产开发商则通过不断的积累和创新,利用品牌优势,高速建立着综合体帝国。综合地产的品牌构建也成为了新的追逐热点。苏宁置业创建于2002年,在成立之初主要为苏宁集团代建物流基地,2007年进行多元产业战略布局后,逐渐进入地产深度开发领域,先后从事商业地产开发运营、住宅、酒店开发、办公物业服务等,逐渐转型成城市综合体配套开发运营商。2015年互联网渗透到各行各业,地产行业各品牌,包括万科、万达、金地等纷纷先后进行品牌战略发展。面对时代的转变,苏宁置业也对未来的品牌发展做出了新的思考。本文基于理论结合实践的方式,以苏宁置业的品牌战略构建为案例,紧密结合现有企业的发展思路和实际情况,重点通过查阅相关文献,市场调研,公司内部高管访谈等一系列的方式,从品牌定位策略、产品和服务策略、品牌企业文化策略、品牌传播策略及品牌延伸策略五个维度,对苏宁置业实施品牌战略进行研究和分析,以期总结经验,探寻中小型地产开发商在综合地产品牌建设方面的突围之术。
[Abstract]:Behind the rise in residential consumption in 2015, many developers in the real estate industry are also engaged in a comprehensive real estate development boom in the hope of earning long-term returns from self-sustaining properties. However, many developers lack good operating experience in their products. At the same time, the highly influential comprehensive real estate developers, through constant accumulation and innovation, take advantage of brand advantages. The brand construction of integrated real estate has also become a new hot spot. Su Ning property was founded in 2002. At the beginning of its establishment, Su Ning mainly built logistics base for Su Ning Group. After the multi-industry strategic layout was carried out in 2007, Gradually into the field of deep real estate development, successively engaged in commercial real estate development operations, residential, hotel development, office property services, etc., gradually transformed into the city complex supporting development operators. 2015, the Internet infiltrated into various industries, Every brand in the real estate industry, including Vanke, Wanda, Jindi and so on, has carried on the brand strategy development one after another. Facing the change of the times, Su Ning has also made a new thinking on the brand development in the future. Taking Su Ning's brand strategy construction as a case, combining closely with the existing enterprises' development ideas and actual conditions, focusing on a series of ways, such as consulting relevant documents, market research, interview with senior executives inside the company, and so on, from the brand positioning strategy. Product and service strategy, brand corporate culture strategy, brand communication strategy and brand extension strategy are studied and analyzed in order to sum up the experience. Small and medium-sized real estate developers in the construction of comprehensive real estate brand breakthrough.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F299.233.4

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