G房地产上市公司转型期品牌战略研究

发布时间：2018-10-25 18:25

【摘要】：2007年至2012年,尽管中国房地产市场经历了数次政策调控,但总体房价还是呈现了曲折向上的趋势。在本轮竞争中,一批重视品牌建设的标杆房企脱颖而出,他们以企业品牌为核心,制定了清晰的品牌定位,策划并执行精准的品牌营销,收获了品牌美誉度和忠诚度。2012年以后,房地产行业继续经历数次政策调控,行业整体增速明显持续放缓。土地、建筑、人力等成本不断上升导致房地产行业的利润率持续下降,企业经营压力不断增大,中国房地产市场由此从高速增长期转入中长期深度调整期。面对当前新常态,过去制定的品牌战略在新的历史挑战面前已经不再适用,不少中小型房企对于规模增长开始有了更多的思考和探索,转型势在必行。本文根据战略管理理论和战略品牌战略理论,把G房地产上市公司在转型期的品牌管理战略作为研究对象,首先梳理了 G公司品牌发展历程和现有的品牌管理情况,运用战略品牌管理知识进行系统的品牌现状分析,由此发现目前G公司在转型期的品牌战略上存在的问题。然后使用战略管理中的五力模型进行行业环境分析,以及运用SWOT分析工具,分析公司的机遇和挑战,和现有的优势与劣势。接着,从公司当前业务转型的情况出发,对公司现有战略品牌管理做全面的优化,制定一套适合公司当下真实情况的品牌战略管理体系。最后为了保证新的品牌战略顺利开展,在财务、人力、运营管理、营销等方面提出具体的保障措施。本文通过对G房地产上市公司品牌战略的研究,认为可以继续沿用原有的品牌定位(创新人居生活),需要提出新的品牌愿景(打造创新人居的百年老店)。认为G公司在转型期,地产主业方面应从产品品质出发,重视客户服务,探索物业管理纵向发展;要严格遵循品牌延伸战略原则,继续挖掘G公司品牌内涵,将创新人居生活的品牌定位顺利应用到新的业务上,如金融、新能源等。当然,针对转型期特殊情况还需要改变思路执行与之相适应的品牌传播战略。总而言之,本文通过以上整体研究,争取为G公司在转型期品牌战略制定和具体实施上提供一系列可行的优化措施和建议。
[Abstract]:From 2007 to 2012, although China's real estate market experienced several policy controls, overall house prices showed a tortuous upward trend. In this round of competition, a group of benchmarking housing enterprises that attach importance to brand building stand out. They take the enterprise brand as the core, formulate clear brand positioning, plan and implement accurate brand marketing. After 2012, the real estate industry continued to experience several policy controls, and the overall growth rate of the industry continued to slow significantly. The rising costs of land, construction and manpower have led to a steady decline in profit margins in the real estate industry and increased business pressure, which has led the Chinese real estate market from a period of rapid growth to a period of medium and long-term deep adjustment. Facing the current new normal, the brand strategy made in the past is no longer applicable in the face of the new historical challenge. Many small and medium-sized housing enterprises have begun to think and explore more about the scale growth, so it is imperative to transform. According to the strategic management theory and strategic brand strategy theory, this paper takes the brand management strategy of G real estate listed company in the transition period as the research object, firstly combs the G company brand development history and the existing brand management situation. By using the knowledge of strategic brand management to analyze the status quo of brand, we can find out the problems existing in the brand strategy of company G in the transition period. Then we use the five-force model in strategic management to analyze the industry environment, and use the SWOT analysis tool to analyze the opportunities and challenges of the company, as well as the existing strengths and weaknesses. Then, from the current business transformation of the company, the company's existing strategic brand management to make a comprehensive optimization, to establish a set of company's current real situation of brand strategy management system. Finally, in order to ensure the new brand strategy to carry out smoothly, in the financial, manpower, operation management, marketing and other aspects of specific safeguards. Based on the research on the brand strategy of G real estate listed company, this paper thinks that we can continue to use the original brand positioning (innovating living in human life), and need to put forward a new brand vision (to create a century old shop of innovative human settlements). It is believed that in the period of transformation, G company should pay attention to customer service and explore the vertical development of property management from the point of view of product quality. We should strictly follow the principle of brand extension strategy, continue to excavate the brand connotation of G company, and apply the brand orientation of innovative human life to new business, such as finance, new energy and so on. Of course, according to the special circumstances in the transition period, we also need to change our thinking and implement the brand communication strategy. All in all, this paper tries to provide a series of feasible optimization measures and suggestions for G Company in the transition period of brand strategy formulation and implementation through the overall study above.
【学位授予单位】：广西师范大学
【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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