房地产企业品牌价值研究
发布时间：2018-11-26 12:49
【摘要】： 中国是一个十三亿人口的大国,现在正处于城镇化、工业化、国际化加快发展的时期,大量城市居民要改善居住条件,大量农村人口要移居城市生产生活,大量的企业成长壮大需要购房置业,大量外商要在中国投资兴业,这一系列市场需求为中国房地产发展提供了巨大的市场空间,但是我国的房地产企业正处于品牌建设初级阶段,大多数房地产品牌企业对品牌的理解还停留在品牌的表面阶段,对房地产品牌的建设也只仅限于营销打造的范围内,将品牌建设纳入到企业的整体系统运营中的思路还不多见,结果导致消费者很难感到品牌的价值所在,甚至对品牌企业不认可不信任,其中不少房地产企业也没有切身体会到品牌对企业的价值贡献,对品牌建设处于一种茫然状态,对如何运用品牌对所有者和使用者受益,如何为所用者和使用者创造更多的价值方面理解不深。但是,有难度,不等于这个行业可以不要品牌。特别是近年来,房地产市场的竞争加剧,国家宏观调控又一轮来袭,全国各地加大政策性住房建设,今后几年土地、资金和客户等资源将逐步向有实力且有品牌价值的房地产企业聚集,因而加强品牌建设、提升品牌价值是房地产企业在日益激烈的市场竞争中取胜的重要手段。 本文结合国内外品牌建设方面的相关理论,采用定性与定量分析相结合、理论分析和实践相结合的方法,针对我国房地产品牌建设工作现状进行分析,围绕房地产品牌基础理论为起点分析了房地产品牌价值内涵、房地产品牌价值特性、重点放在房地产品牌价值评价相关理论(也是本文核心部分)包括影响房地产品牌价值因素、评价模型、评价方法等,着重分析了目前常见品牌价值评价方法存在的局限,在结合相关理论基础上提出了自己的评价方法,这也是本文创新所在,最后提出了构建房地产品牌价值的策略和意见,在实践分析中,本文选择中海地产作为案例,利用本文提出的观点理论和方法,对中海地产的品牌价值进行了深入分析。
[Abstract]:China is a large country with a population of 1.3 billion. It is now in a period of rapid development of urbanization, industrialization and internationalization. A large number of urban residents want to improve their living conditions, and a large number of rural people want to emigrate to urban production and living. A large number of enterprises need to buy homes and buy property when they grow and grow, and a large number of foreign businessmen want to invest in China to start a business. This series of market demands provide a huge market space for the development of real estate in China. However, the real estate enterprises in our country are in the initial stage of brand construction, and most of the real estate brand enterprises still remain in the superficial stage of brand construction, and the construction of real estate brand is only limited to the scope of marketing. The idea of bringing brand construction into the whole system operation of the enterprise is still rare. As a result, it is very difficult for consumers to feel the value of the brand, and even distrust the brand enterprise. Many of the real estate enterprises have not personally realized the value contribution of the brand to the enterprise, they are in a state of loss to the brand building, and how to use the brand to benefit the owner and the user. How to create more value for users and users is not well understood. However, there is difficulty, does not mean that the industry can not be brand. In particular, in recent years, competition in the real estate market has intensified, another round of state macro-control has come, and policy housing construction has been stepped up throughout the country, and land will be built in the next few years. Resources such as funds and customers will gradually gather to real estate enterprises with strength and brand value, so strengthening brand construction and promoting brand value is an important means for real estate enterprises to win in the increasingly fierce market competition. This article combines the domestic and foreign brand construction related theories, uses the qualitative and the quantitative analysis union, the theory analysis and the practice unifies the method, carries on the analysis to our country real estate brand construction work present situation. Based on the basic theory of real estate brand, this paper analyzes the connotation of real estate brand value and the characteristics of real estate brand value. Focus on the real estate brand value evaluation theory (which is the core part of this article), including the impact of real estate brand value factors, evaluation models, evaluation methods and so on, focusing on the analysis of the current common brand value evaluation methods, On the basis of relevant theories, this paper puts forward its own evaluation method, which is also the innovation of this paper. Finally, it puts forward the strategies and suggestions to build the brand value of real estate. In the practical analysis, this paper chooses Zhonghai Real Estate as a case study. By using the theory and method of this paper, the brand value of Zhonghai Real Estate is deeply analyzed.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F293.3
本文编号：2358612
[Abstract]:China is a large country with a population of 1.3 billion. It is now in a period of rapid development of urbanization, industrialization and internationalization. A large number of urban residents want to improve their living conditions, and a large number of rural people want to emigrate to urban production and living. A large number of enterprises need to buy homes and buy property when they grow and grow, and a large number of foreign businessmen want to invest in China to start a business. This series of market demands provide a huge market space for the development of real estate in China. However, the real estate enterprises in our country are in the initial stage of brand construction, and most of the real estate brand enterprises still remain in the superficial stage of brand construction, and the construction of real estate brand is only limited to the scope of marketing. The idea of bringing brand construction into the whole system operation of the enterprise is still rare. As a result, it is very difficult for consumers to feel the value of the brand, and even distrust the brand enterprise. Many of the real estate enterprises have not personally realized the value contribution of the brand to the enterprise, they are in a state of loss to the brand building, and how to use the brand to benefit the owner and the user. How to create more value for users and users is not well understood. However, there is difficulty, does not mean that the industry can not be brand. In particular, in recent years, competition in the real estate market has intensified, another round of state macro-control has come, and policy housing construction has been stepped up throughout the country, and land will be built in the next few years. Resources such as funds and customers will gradually gather to real estate enterprises with strength and brand value, so strengthening brand construction and promoting brand value is an important means for real estate enterprises to win in the increasingly fierce market competition. This article combines the domestic and foreign brand construction related theories, uses the qualitative and the quantitative analysis union, the theory analysis and the practice unifies the method, carries on the analysis to our country real estate brand construction work present situation. Based on the basic theory of real estate brand, this paper analyzes the connotation of real estate brand value and the characteristics of real estate brand value. Focus on the real estate brand value evaluation theory (which is the core part of this article), including the impact of real estate brand value factors, evaluation models, evaluation methods and so on, focusing on the analysis of the current common brand value evaluation methods, On the basis of relevant theories, this paper puts forward its own evaluation method, which is also the innovation of this paper. Finally, it puts forward the strategies and suggestions to build the brand value of real estate. In the practical analysis, this paper chooses Zhonghai Real Estate as a case study. By using the theory and method of this paper, the brand value of Zhonghai Real Estate is deeply analyzed.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F293.3
【引证文献】
相关硕士学位论文 前2条
1 姚利敏;兰州市房地产品牌传播策略研究[D];兰州大学;2011年
2 万敏;房地产企业品牌价值评估研究[D];苏州大学;2012年
，本文编号：2358612
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