湖南永泰房地产公司品牌营销战略研究
发布时间：2019-01-22 15:23
【摘要】： 现代社会,品牌作为企业巨大的无形资产,其重要性已超过土地及货币、技术和人力资本等战略要素。从一定意义上来说,现代企业间的竞争已经成为品牌间的竞争。因此,企业能否培育出自有品牌,并将其塑造成强势品牌,已成为一个企业在市场上是否具有可持续核心竞争优势的重要标志。实施品牌营销战略是时代对一个成熟的现代企业的紧迫要求。 目前我国城镇化建设步伐的加快以及城市居民住房消费的热潮均使得我国房地产市场存在巨大的发展空间。但是在产品质量日趋成熟、同质化日益严重和消费者不断理性的多重夹击下,品牌竞争力不足从根本上制约了很多房地产企业的进一步发展。 作为湖南房地产行业的较早进入者,湖南永泰房地产有限公司(以下简称永泰公司)也面临同样的问题:每年各类宣传费用的投入并没有为公司的销售和市场占有带来同比例增长。一方面市场竞争日趋激烈,另一方面企业发展停滞不前,内忧外患的现实状况迫使永泰公司的决策者越来越意识到:只有以市场为导向,实施品牌营销才是解决问题的最终之道。 本文在研究上采用理论分析与实证分析相结合的方法,以定性分析为主,辅以部分定量分析。笔者从分析内外环境和品牌营销现状入手,运用现代品牌营销理念特别是一些前沿理论和观点,为永泰公司制定了切实可行的品牌营销策略。其中,在品牌识别定位与形象设计、品牌的推广和品牌价值提升等方面做了重点阐述。另外,根据该公司现状,本文也提出了品牌营销实施建议,包括跨职能部门建立,企业文化建设、业务流程重组等,同时运用统计和财务方面的知识为公司制定了品牌营销实施效果评估方案,以期永泰公司通过品牌营销的实施最终达到提升核心竞争力,抗击市场风险,实现可持续发展的目标。 目前,品牌营销在我国房地产行业已经有了一定的发展,随着当前宏观经济的调控和市场需求的压缩,更加剧了房地产市场的竞争,品牌竞争也就无疑成为了房地产公司生存与发展的关键。本论文提出的品牌营销策略对永泰公司拓展市场,提高核心竞争力具有一定的参考价值。另外,本论文的研究成果对其他同类房地产企业实施品牌营销也具有一定的借鉴意义。
[Abstract]:In modern society, as a huge intangible asset, brand is more important than land, currency, technology and human capital. In a sense, the competition between modern enterprises has become the competition between brands. Therefore, whether an enterprise can cultivate its own brand and make it into a strong brand has become an important symbol of whether an enterprise has a sustainable core competitive advantage in the market. The implementation of brand marketing strategy is an urgent requirement for a mature modern enterprise. At present, the quickening pace of urbanization construction and the upsurge of housing consumption of urban residents make the real estate market of our country have huge development space. However, with the product quality maturing, homogeneity becoming more and more serious and consumers constantly rational, the lack of brand competitiveness has fundamentally restricted the further development of many real estate enterprises. As an early entrant in Hunan's real estate industry, Hunan Yongtai Real Estate Co., Ltd. (hereinafter referred to as Yongtai Company) also faces the same problem: the investment of various kinds of publicity expenses does not bring the same proportion of growth to the company's sales and market share. On the one hand, the market competition is becoming increasingly fierce, on the other hand, the development of enterprises is stagnant. The reality of internal and external troubles forces Yongtai's policy makers to realize more and more that only market-oriented, Brand marketing is the ultimate solution to the problem. This paper adopts the method of combining theoretical analysis and empirical analysis, mainly qualitative analysis, supplemented by partial quantitative analysis. Starting with the analysis of the internal and external environment and the current situation of brand marketing, the author makes a feasible brand marketing strategy for Yongtai Company by using the modern brand marketing concept, especially some advanced theories and viewpoints. Among them, in the brand identification positioning and image design, brand promotion and brand value promotion and so on has made the emphases elaboration. In addition, according to the current situation of the company, this paper also puts forward some suggestions for the implementation of brand marketing, including the establishment of cross-functional departments, the construction of corporate culture, the reengineering of business processes, etc. At the same time, using the knowledge of statistics and finance, the company has established a brand marketing implementation evaluation program, with a view to the Yongtai company through the implementation of brand marketing ultimately to enhance the core competitiveness, to combat market risks, Achieving the goal of sustainable development At present, brand marketing has developed in the real estate industry of our country. With the current macroeconomic regulation and the compression of market demand, the competition in the real estate market has been intensified. Brand competition is undoubtedly the key to the survival and development of real estate companies. The brand marketing strategy proposed in this paper has certain reference value for Yongtai Company to expand its market and improve its core competitiveness. In addition, the research results of this paper also have some reference significance for other similar real estate enterprises to implement brand marketing.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F293.3
本文编号：2413343
[Abstract]:In modern society, as a huge intangible asset, brand is more important than land, currency, technology and human capital. In a sense, the competition between modern enterprises has become the competition between brands. Therefore, whether an enterprise can cultivate its own brand and make it into a strong brand has become an important symbol of whether an enterprise has a sustainable core competitive advantage in the market. The implementation of brand marketing strategy is an urgent requirement for a mature modern enterprise. At present, the quickening pace of urbanization construction and the upsurge of housing consumption of urban residents make the real estate market of our country have huge development space. However, with the product quality maturing, homogeneity becoming more and more serious and consumers constantly rational, the lack of brand competitiveness has fundamentally restricted the further development of many real estate enterprises. As an early entrant in Hunan's real estate industry, Hunan Yongtai Real Estate Co., Ltd. (hereinafter referred to as Yongtai Company) also faces the same problem: the investment of various kinds of publicity expenses does not bring the same proportion of growth to the company's sales and market share. On the one hand, the market competition is becoming increasingly fierce, on the other hand, the development of enterprises is stagnant. The reality of internal and external troubles forces Yongtai's policy makers to realize more and more that only market-oriented, Brand marketing is the ultimate solution to the problem. This paper adopts the method of combining theoretical analysis and empirical analysis, mainly qualitative analysis, supplemented by partial quantitative analysis. Starting with the analysis of the internal and external environment and the current situation of brand marketing, the author makes a feasible brand marketing strategy for Yongtai Company by using the modern brand marketing concept, especially some advanced theories and viewpoints. Among them, in the brand identification positioning and image design, brand promotion and brand value promotion and so on has made the emphases elaboration. In addition, according to the current situation of the company, this paper also puts forward some suggestions for the implementation of brand marketing, including the establishment of cross-functional departments, the construction of corporate culture, the reengineering of business processes, etc. At the same time, using the knowledge of statistics and finance, the company has established a brand marketing implementation evaluation program, with a view to the Yongtai company through the implementation of brand marketing ultimately to enhance the core competitiveness, to combat market risks, Achieving the goal of sustainable development At present, brand marketing has developed in the real estate industry of our country. With the current macroeconomic regulation and the compression of market demand, the competition in the real estate market has been intensified. Brand competition is undoubtedly the key to the survival and development of real estate companies. The brand marketing strategy proposed in this paper has certain reference value for Yongtai Company to expand its market and improve its core competitiveness. In addition, the research results of this paper also have some reference significance for other similar real estate enterprises to implement brand marketing.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F293.3
【引证文献】
相关硕士学位论文 前1条
1 龙江;绵阳HT房地产公司品牌建设研究[D];电子科技大学;2009年
，本文编号：2413343
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