天地源股份有限公司品牌战略研究

发布时间：2018-09-06 11:39

【摘要】： 房地产业作为国家重要支柱产业,在我国国民经济中占有重要地位。近年来,为了稳定房地产价格,保持房地产市场的健康有序发展,政府出台了很多宏观调控政策,使土地等稀缺资源,以及行业竞争进一步加剧。在这样的坏境下,品牌战略无疑是企业最有力的竞争战略,良好的品牌能获得消费者的认同,政府的称赞,构筑品牌战略、提升品牌价值必然是房地产企业长久发展的必由之路。论文从房地产品牌以及房地产品牌战略的基本理论入手,以陕西地区唯一的一家以房地产为主业的上市公司——天地源股份有限公司为研究对象。运用文献法、案例分析、人员访谈等方法,在评述品牌、品牌战略管理等相关文献的基础上,系统地分析了天地源股份有限公司实施品牌战略管理的优势与劣势,深入研究其品牌管理的现状和存在的问题,提出了天地源股份有限公司进一步提升品牌战略管理绩效的对策与建议。认为天地源公司品牌战略的制定,应以“理性发展,价值创造”为理念,立足西安,巩固上海,壮大深圳,发展天津为思路,追求卓越的质量体系,创新营销与策划,提升天地源公司的企业形象,为中产阶级提供与其身份、地位、收入、价值观、生活风格等相吻合的个性化生活空间,让业主从细微深处体会到更多价值,更多关爱。总之,论文通过以上分析研究,力求为房地产品牌战略系统规划及实施品牌战略管理提供一些具体可行的思路、方法和建议。也希望能够给面临品牌战略管理“瓶颈”的西部地区房地产品牌发展以有益镜鉴。
[Abstract]:As an important pillar industry, real estate industry plays an important role in our national economy. In recent years, in order to stabilize the real estate prices and maintain the healthy and orderly development of the real estate market, the government has issued a lot of macro-control policies, which makes land and other scarce resources, as well as industry competition, to be further intensified. In such a bad situation, brand strategy is undoubtedly the most competitive strategy of an enterprise. A good brand can be recognized by consumers, praised by the government, and built into a brand strategy. Promotion of brand value is bound to be the only way for real estate enterprises to develop for a long time. Starting with the basic theory of real estate brand and its brand strategy, this paper takes Tianyuan Co., Ltd, the only listed company with real estate as its main business, as its research object. By using the methods of literature, case analysis and personnel interview, this paper systematically analyzes the advantages and disadvantages of brand strategic management in Tianyuan Co., Ltd., based on the review of related documents, such as brand, brand strategy management, etc. This paper deeply studies the present situation and existing problems of its brand management, and puts forward the countermeasures and suggestions to further improve the brand strategic management performance of Tianyuan Co., Ltd. The author thinks that the brand strategy of Tianyuan Company should be based on the idea of "rational development, value creation", based on Xi'an, consolidating Shanghai, strengthening Shenzhen, developing Tianjin as the train of thought, pursuing excellent quality system, innovating marketing and planning. Promote the corporate image of Tianyuan Company, provide the middle class with their identity, status, income, values, life style and other personalized living space, so that owners from the subtle depth to experience more value, more care. In a word, through the above analysis and research, the paper tries to provide some concrete and feasible ideas, methods and suggestions for the real estate brand strategic system planning and implementation of brand strategy management. Also hope to be able to face brand strategy management "bottleneck" real estate brand development in the western region to useful lessons.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F293.3

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