济南市历下城建开发公司品牌营销策略研究

发布时间：2018-03-31 22:08

本文选题：房地产　切入点：房地产品牌　出处：《山东大学》2008年硕士论文

【摘要】： 近年来,中央政府紧凑严厉的系列调控政策,令国内房地产市场成为社会各群体关注的中心。在加强土地调控、住房供应结构调整等政策导向下,市场竞争日趋激烈,房地产行业的品牌竞争已经提上战略日程。市场环境的巨大变化和房地产行业的理性化发展,使得市场由质量层次竞争和规模层次竞争发展到品牌层次竞争。市场进入品牌时代是房地产企业发展到目前状况的必然结果。在产品品质日渐成熟、同质化日益严重和购房者消费日趋理性的多重夹击下,品牌竞争力的不足,从根本上制约了很多房地产企业的进一步发展。实力不足的房地产企业将面临出局,资本向优势企业集中已成为大势所趋。济南市历下城建开发公司进入房地产行业20余年,曾经以执行政府旧城改造任务为主,目前也面临同样的问题:一方面,市场竞争日趋激烈,生存空间日益缩小;另一方面,企业在计划经济时期,长期按照政府主管部门的指令进行开发建设,对市场得失重视不足,缺乏品牌意识。机制僵化、发展停滞不前、内忧外患的现实状况,迫使公司意识到定位于市场真实需求、强化公司治理、注重品牌营销,将成为房地产企业谋求长期发展和竞争优势的战略选择。只有以市场为导向,建立现代企业制度,实施品牌营销策略才能在激烈的市场竞争中得以生存和发展。本文以济南市历下城建开发公司(以下简称历下城建公司)为样本,遵循学习、研究和探讨的原则,在理论与实际紧密结合的基础上,运用理论研究、比较研究和案例研究等方法,利用市场营销学和竞争战略理论,对其品牌经营现状和问题加以分析和研究,运用SWOT分析方法分析其竞争的优势利劣势,以及环境变化所带来的发展机会和威胁。在借鉴国内知名房地产企业品牌营销经验的基础上,提出了适用于历下城建公司的品牌营销策略。通过分析论证认为:历下城建公司具有本土化、开发经验、公共关系等优势,又具有竞争对手所不具备的项目资源,因此应采取集中化品牌营销策略,以扬长避短,发挥自身优势,实现在区域市场做大做强的目标。通过市场细分确定公司目标市场,整合公司现有资源,以经济适用房开发为起点,以提供高品质产品和全方位优质服务为宗旨,从机制的完善化、产品的个性化、服务的全面化入手,最终实现品牌营销的目标。本文的研究结论对提升历下城建公司的竞争优势具有一定的参考价值,对其他中小型房地产企业参与市场竞争也具有一定借鉴作用。
[Abstract]:In recent years, the central government's tight series of regulatory policies have made the domestic real estate market the focus of attention of various social groups. Under the guidance of policies such as strengthening land control and adjusting the structure of housing supply, the market competition is becoming increasingly fierce. Brand competition in the real estate industry has been put on the strategic agenda. The tremendous changes in the market environment and the rational development of the real estate industry, It makes the market develop from quality level competition and scale level competition to brand level competition, and it is the inevitable result of the development of real estate enterprises to the present situation that the market enters the brand era. With the product quality maturing, homogenization becoming more and more serious, and the buyers consuming more and more rational, the brand competitiveness is insufficient. It has fundamentally restricted the further development of many real estate enterprises. The real estate enterprises with insufficient strength will face out, and the concentration of capital into superior enterprises has become the general trend. Jinan City Construction and Development Company has entered the real estate industry for more than 20 years. Once on the task of carrying out the government's old city transformation, it now faces the same problems: on the one hand, the market competition is becoming increasingly fierce, and the living space is shrinking; on the other hand, during the period of planned economy, enterprises are facing the same problems. Long-term development and construction in accordance with the instructions of the competent government departments, insufficient attention to market gains and losses, lack of brand awareness, rigid mechanism, stagnant development, internal and external troubles, forcing companies to realize that they are positioning themselves to the real needs of the market. Strengthening corporate governance and paying attention to brand marketing will become a strategic choice for real estate enterprises to seek long-term development and competitive advantage. Only by implementing brand marketing strategy can we survive and develop in the fierce market competition. This article takes the Jinan City Construction and Development Company (hereinafter referred to as Lixia City Construction Company) as a sample, following the principle of learning, research and discussion, combining theory with practice, and applying theoretical research. By using the theory of marketing and competition strategy, this paper analyzes and studies the current situation and problems of its brand management, and uses SWOT analysis method to analyze its competitive advantages and disadvantages. Based on the experience of domestic famous real estate enterprise brand marketing, this paper puts forward the brand marketing strategy suitable for city construction company. Through the analysis and argumentation, it is concluded that the city construction company has the advantages of localization, development experience, public relations and other advantages, and it also has the project resources that the competitors do not have, so it should adopt the centralized brand marketing strategy in order to maximize its advantages and avoid its weaknesses. Give full play to their own advantages and achieve the goal of becoming bigger and stronger in the regional market. Through market segmentation, we can determine the company's target market, integrate the company's existing resources, and take comfortable housing's development as the starting point. In order to provide high-quality products and all-around quality services as the purpose, from the mechanism of perfection, product personalization, comprehensive service, The conclusion of this paper has a certain reference value for upgrading the competitive advantage of urban construction companies, and also for other small and medium-sized real estate enterprises to participate in market competition.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F293.3

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