奥林匹克花园品牌经营研究
发布时间：2018-11-15 17:32
【摘要】： 在目前的房地产市场环境下,随着消费者消费理念的逐步成熟,品牌企业的优势显而易见。据中国房地产TOP10研究组的研究结果显示:我国房地产品牌建设取得了长足进步,为品牌企业的成长和发展做出了重要贡献。然而在市场大环境仍将调整的背景下,房地产企业的品牌经营将如何进行是国内许多房企需要认真研究的课题。 论文从房地产品牌以及房地产品牌经营的基本理论入手,以奥林匹克花园为研究对象,运用文献法、案例分析、人员访谈等方法,在评述品牌、房地产品牌、品牌资产、整合营销传播等相关文献的基础上,系统地分析了奥林匹克花园品牌经营的优势与劣势;运用电通蜂窝模型对奥林匹克花园进行了品牌诊断,从而深入研究其品牌经营的现状以及存在的问题,并在此基础上提出了中体奥林匹克花园管理集团应该进一步整合中奥房联,为奥林匹克花园的品牌连锁经营提供强有力的支撑平台;同时提出了奥林匹克花园整合品牌传播策略,以期在新的品牌传播图景中,品牌传播能够以一种有效的、连冠的方式向特定的目标受众传达清晰的、明确并且一致性的品牌信息,确保企业实现品牌传播资源的合理配置,以相对低的成本投入,获得高的传播效益。 本文之研究结论对于国内相关房地产品牌经营具有一定的可借鉴意义,关于房地产品牌特许连锁经营与品牌传播也具有一定的可推广性。
[Abstract]:In the current real estate market environment, with the gradual maturity of consumer consumption concept, the advantages of brand enterprises are obvious. According to the research results of China Real Estate TOP10 Research Group, China's real estate brand construction has made great progress, and has made important contributions to the growth and development of brand enterprises. However, under the background that market environment will still be adjusted, how to carry out brand management of real estate enterprises is a subject that many domestic housing enterprises need to study seriously. Starting with the basic theory of real estate brand and real estate brand management, taking the Olympic Garden as the research object, using the methods of literature, case analysis and personnel interview, this paper comments on brand, real estate brand, brand equity, etc. On the basis of integrated marketing communication and other related documents, this paper systematically analyzes the advantages and disadvantages of the Olympic Garden brand management. The brand diagnosis of Olympic Garden is carried out by using Dentsu honeycomb model, and the present situation and existing problems of its brand management are studied in depth. On the basis of this, the author puts forward that the Chinese Olympic Garden Management Group should further integrate the Sino-Austrian Federation to provide a strong support platform for the brand chain management of the Olympic Garden; At the same time, it puts forward the Olympic Garden integrated brand communication strategy, so that in the new brand communication picture, brand communication can communicate clearly to a specific target audience in an effective and consecutive way. Clear and consistent brand information to ensure that enterprises to achieve a reasonable allocation of brand communication resources, relatively low cost input, high communication efficiency. The conclusion of this paper can be used for reference for the domestic real estate brand management, and about the real estate brand franchise chain operation and brand communication has a certain extension.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F293.3
本文编号：2333975
[Abstract]:In the current real estate market environment, with the gradual maturity of consumer consumption concept, the advantages of brand enterprises are obvious. According to the research results of China Real Estate TOP10 Research Group, China's real estate brand construction has made great progress, and has made important contributions to the growth and development of brand enterprises. However, under the background that market environment will still be adjusted, how to carry out brand management of real estate enterprises is a subject that many domestic housing enterprises need to study seriously. Starting with the basic theory of real estate brand and real estate brand management, taking the Olympic Garden as the research object, using the methods of literature, case analysis and personnel interview, this paper comments on brand, real estate brand, brand equity, etc. On the basis of integrated marketing communication and other related documents, this paper systematically analyzes the advantages and disadvantages of the Olympic Garden brand management. The brand diagnosis of Olympic Garden is carried out by using Dentsu honeycomb model, and the present situation and existing problems of its brand management are studied in depth. On the basis of this, the author puts forward that the Chinese Olympic Garden Management Group should further integrate the Sino-Austrian Federation to provide a strong support platform for the brand chain management of the Olympic Garden; At the same time, it puts forward the Olympic Garden integrated brand communication strategy, so that in the new brand communication picture, brand communication can communicate clearly to a specific target audience in an effective and consecutive way. Clear and consistent brand information to ensure that enterprises to achieve a reasonable allocation of brand communication resources, relatively low cost input, high communication efficiency. The conclusion of this paper can be used for reference for the domestic real estate brand management, and about the real estate brand franchise chain operation and brand communication has a certain extension.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F293.3
【引证文献】
相关硕士学位论文 前1条
1 侯宾;摩托罗拉手机线上线下整合营销传播策略研究[D];北京邮电大学;2013年
，本文编号：2333975
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