房地产品牌忠诚与价格促销的关联性研究

发布时间：2018-12-09 07:50

【摘要】： 近几年来,随着我国房地产行业的发展,一些明智的发展商己充分意识到品牌建设是企业占领市场、提高市场占有份额的重要手段,是企业做大做强的重要保证,房地产行业己进入品牌竞争阶段。但其中某些地产企业在实施品牌发展战略时,却因为营销策略的不当而损害了品牌忠诚。特别是最近一年愈演愈烈的价格促销战所引发的企业信任危机,严重损害了企业品牌忠诚,价格促销对品牌长远利益的不良影响也逐渐被业内人士所认识。本研究的目的是为国内地产品牌在处理品牌忠诚与价格促销两者之间的关系,寻求一种解决途径。本文首先列举和分析了国内外学者如戴维阿·克等人有关品牌忠诚的相关理论和研究结果,说明了销售并不是营销的最终目标,它是企业与消费者建立持久有益的品牌关系的开始,也是建立品牌忠诚,把品牌购买者转化为品牌忠诚者的机会。其次,将有关价格促销理论及房地产行业促销现状作了有关分析和案例说明,结合了多位著名的营销专家,如菲利普·科特勒等人的研究,分析了其具有存在的有效性和必然性。接着,笔者结合了前两方面的研究,进一步分析了品牌忠诚度与价格促销之间的关系。证明了品牌忠诚是作用于品牌发展的一种长期效应,而价格促销则是提高销售的一种短期效应,不当的价格促销有损于品牌忠诚。最后,笔者在前面理论与现状分析的前提下,经过调查问卷和项目现场访谈,具体分析了价格促销方式、折扣深度、促销频率对消费者品牌忠诚的影响。结合房地产品牌定位,以客户关系为导向,提出了构建基于品牌忠诚的价格促销设想(Brand loyalty-based price promotion program)。希望合理运用价格促销手段,巩固和提高品牌忠诚,让我国房地产品牌在激烈竞争中有效获取竞争优势,得以健康发展。
[Abstract]:In recent years, with the development of China's real estate industry, some wise developers have fully realized that brand building is an important means for enterprises to occupy the market and increase their market share. It is also an important guarantee for enterprises to become bigger and stronger. The real estate industry has entered the stage of brand competition. But when some real estate enterprises implement brand development strategy, it damages brand loyalty because of improper marketing strategy. Especially the enterprise trust crisis caused by the increasingly fierce price promotion war in the last year has seriously damaged corporate brand loyalty and the adverse effects of price promotion on the long-term interests of the brand have been gradually recognized by the industry. The purpose of this study is to find a solution for domestic real estate brands to deal with the relationship between brand loyalty and price promotion. This paper first enumerates and analyzes the relevant theories and research results of domestic and foreign scholars such as David Ke on brand loyalty, and shows that sales is not the ultimate goal of marketing. It is not only the beginning of establishing a lasting and beneficial brand relationship between enterprise and consumers, but also the opportunity to establish brand loyalty and transform brand buyers into brand loyalists. Secondly, the paper analyzes the theory of price promotion and the present situation of real estate promotion, and combines the research of many famous marketing experts, such as Philip Kotler and others. The validity and inevitability of existence are analyzed. Then, the author further analyzes the relationship between brand loyalty and price promotion. It is proved that brand loyalty is a long-term effect acting on brand development, while price promotion is a short-term effect to improve sales, and improper price promotion is harmful to brand loyalty. Finally, the author analyzes the influence of price promotion method, discount depth and promotion frequency on consumer brand loyalty through questionnaire and project site interview. Combined with the positioning of real estate brand and customer relationship orientation, this paper puts forward the concept of price promotion based on brand loyalty (Brand loyalty-based price promotion program). It is hoped that reasonable use of price promotion means to consolidate and improve brand loyalty will enable real estate brands in our country to effectively acquire competitive advantages and develop healthily in the fierce competition.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F293.3

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