中铁地产品牌战略研究

发布时间：2018-04-23 12:07

本文选题：房地产品牌 + 品牌战略　；参考：《北京交通大学》2008年硕士论文

【摘要】： 我国的房地产业经过20年的发展,已成为国家的支柱性产业。党的十七大首次将“住有所居”写入报告中,同时提出“健全廉租住房制度,加快解决城市低收入家庭住房困难”的住房保障制度。“廉租房——经济适用房——双限房——单限房——商品房”的梯度住房供给制度构想初步形成,房地产市场逐渐规范,市场竞争加剧,行业内整合进程加快,房地产的品牌竞争时代已经来临。中铁地产作为中国铁建房地产板块的品牌运行主体,制定了明确的品牌发展战略,提出以品牌力量推动企业实力增强、管理升级、规模扩张、利润增长。因此,如何实施品牌战略,构建中铁地产强势品牌是公司面临的非常重要和紧迫的问题。本文在对品牌理论进行研究的基础上,深入分析了当前我国房地产品牌建设的现状和发展趋势,并结合中铁地产的实际情况,初步完善了公司的品牌发展战略体系,并对中铁地产实施品牌战略和品牌构建中存在的主要问题进行分析,提出品牌构建的层次和构建体系,同时对品牌传播和品牌管理方法进行了探索性的研究。目前,房地产企业的品牌意识和品牌观念已普遍提高,行业领导品牌的品牌价值大幅增长,品牌在推动企业发展方面的作用不断增强。本文提出的品牌战略和品牌构建体系将对中铁地产的发展和品牌影响力的提高,发挥一定作用,对同类房地产企业的品牌建设也将提供可行的操作方案和可借鉴的经验。
[Abstract]:China's real estate industry has become a pillar industry after 20 years of development. The 17th National Congress of the Communist Party of China (CPC) for the first time included "living in housing" in the report, and proposed a housing security system of "perfecting the system of low-rent housing and speeding up the solution to the housing difficulties of low-income families in urban areas". The concept of gradient housing supply system of "low rent housing comfortable housing double limited housing-single limited housing-commercial housing" is initially formed, the real estate market is gradually standardized, the market competition intensifies, and the integration process within the industry accelerates. The era of real estate brand competition has come. China Railway Real Estate, as the main body of brand operation of China Railway Construction real estate sector, has formulated a clear brand development strategy and put forward the idea of promoting enterprise strength, management upgrading, scale expansion and profit growth by brand strength. Therefore, how to implement brand strategy and build a strong brand of China Railway Real Estate is a very important and urgent problem faced by the company. Based on the research of brand theory, this paper deeply analyzes the current situation and development trend of real estate brand construction in China, and in combination with the actual situation of China Railway Real Estate, it preliminarily improves the brand development strategy system of the company. It also analyzes the main problems in the implementation of brand strategy and brand construction of China Railway Real Estate, puts forward the level and system of brand construction, and makes an exploratory study on brand communication and brand management methods. At present, the brand awareness and brand concept of the real estate enterprises have been generally improved, the brand value of the industry-led brand has increased significantly, and the role of the brand in promoting the development of the enterprise has been continuously enhanced. The brand strategy and brand construction system proposed in this paper will play a certain role in the development of China Railway Real Estate and the improvement of brand influence. It will also provide feasible operation plan and experience for reference to the brand construction of similar real estate enterprises.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F293.3

【引证文献】