房地产品牌开发对区域形象优化

发布时间：2018-04-19 11:38

本文选题：房地产 + 品牌　；参考：《华中师范大学》2008年硕士论文

【摘要】： 近年来,伴随着我国城市化进程的加速,区域间的竞争越来越激烈,为了在竞争中保持优势,各区域都力图在资源禀赋、景观、区位、产业结构、经济发展水平、社会制度、人文等方面不断下功夫,如何打造一个个性鲜明,切实反映自己特色和优势的区域形象成了大家讨论的热点。一个地区要打造良好的区域形象,必须使得区域内各资源要素得到优化整合,经过优化整合的资源要素,其落脚点最终都要通过某些载体去反映。房地产由于其开发过程和产品的特性,使得房地产企业的项目产品和品牌成为上述载体中与区域各要素资源联系最为紧密、最富有操作性、最能直接反映、效果最为明显的高级载体之一,是加工后的区域形象物质依托,一个地区精华的浓缩表现;同时,房地产企业的项目开发和品牌建设具有强大的外部性,优秀的房地产项目和品牌能使一个区域的形象增值,成为一个区域的无形资产。所以,区域发展离不开房地产企业的参与,即房地产项目开发和品牌建设的过程很大程度上可以看作是一个区域形象的优化过程。另一方面,通过进一步对房地产品牌建设与区域形象之间关系的分析,为区域管理者和房地产企业之间找到一座联系的桥梁,而最为关键的一点就是把房地产企业的项目开发和品牌建设这类市场行为提升到经营区域形象的高度来看待,引导房地产企业的市场力量参与到各区域之间的竞争中。从以上看,区域形象的优劣可以解构为房地产企业这类市场主体对区域的贡献程度大小,而这又与房地产企业的自身发展水平及其项目品牌的开发紧密相关。因此,通过对房地产企业市场行为的探讨对于区域形象的来说具有重要意义。
[Abstract]:In recent years, with the acceleration of China's urbanization process, the competition between regions is becoming more and more fierce. In order to maintain their advantages in the competition, all regions try hard in resource endowment, landscape, location, industrial structure, economic development level, social system.Humanities and other aspects continue to work, how to create a distinctive personality, reflect their own characteristics and advantages of the regional image has become a hot topic of discussion.If a region wants to create a good regional image, it must optimize and integrate all the resource elements in the region. After the optimization and integration of the resource elements, its final destination must be reflected through some carriers.Because of its development process and characteristics of products, the project products and brands of real estate enterprises become the most closely related with the resources of the various elements of the region, most operable, and most directly reflected.One of the most obvious high-level carriers is the material dependence of the processed regional image and the concentrated performance of the essence of a region. At the same time, the project development and brand building of real estate enterprises have strong externalities.Excellent real estate projects and brands can add value to the image of a region and become an intangible asset in a region.Therefore, regional development can not be separated from the participation of real estate enterprises, that is, the process of real estate project development and brand building can to a large extent be regarded as an optimization process of regional image.On the other hand, through the further analysis of the relationship between real estate brand construction and regional image, we can find a bridge between regional managers and real estate enterprises.The most crucial point is to promote the market behavior of real estate enterprises such as project development and brand building to the height of regional image and guide the market forces of real estate enterprises to participate in the competition among different regions.From the above point of view, the advantages and disadvantages of the regional image can be deconstructed for the real estate enterprises such as the contribution of market subjects to the extent of the region, and this is closely related to the level of development of real estate enterprises and the development of project brands.Therefore, it is of great significance to discuss the market behavior of real estate enterprises for the regional image.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F293.3

【参考文献】