绵阳HT房地产公司品牌建设研究
发布时间：2019-03-13 16:52
【摘要】： 近年来我国的房地产市场发展十分迅速,竞争愈演愈烈,经历了价格竞争和质量竞争阶段的我国房地产企业,已逐步进入了品牌竞争的时代,未来的房地产市场竞争必将在少数优秀品牌之间的展开。尽管我国已有不少房地产企业早已将品牌建设作为企业战略发展和谋求长远利益的策略,并已先后开始塑造企业品牌,但目前房地产企业对品牌的认识及运用还非常不成熟,有不少企业甚至走进了品牌建设误区,而我国中小房地产企业由于自身条件有限,其品牌建设则更加困难了。 本文是以一家位于绵阳的中小型房地产企业——HT房地产开发公司作为研究对象,面对激烈的市场竞争以及汶川大地震带来的特殊影响,HT如何通过品牌建设发展壮大,并获得长期的竞争优势值得研究。本文主要以品牌建设理论、市场营销理论、现代管理理论等相关知识为指导,采用了企业调研、问卷调查、专家走访、数据统计分析等科学研究方法。首先总结了国内外学者对房地产企业品牌建设的研究现状,并通过收集和整理大量的文献及资料,总结了品牌及房地产品牌建设的相关理论,分析了我国房地产企业品牌建设的作用、现状以及存在的主要问题,规划了HT房地产公司企业品牌建设研究流程。 接下来通过专家走访、市场调研、员工访谈,并结合对公司内部资料的分析和本人在HT房地产公司的长期工作经验,全面分析了HT的企业及品牌建设的现状、企业所在区域及市场环境特点,并使用SWOT对企业进行了全面分析,从而对HT房地产企业的品牌建设进行了战略定位,在此基础之上,针对HT的企业特点,提出了基于HT品牌战略定位的、具有实际可操作性的品牌建设策略、品牌传播、监控与维护及延伸策略。 本文的研究结果对HT房地产公司的企业品牌建设具有积极的指导意义,也可供我国中小型房地产开发企业打造企业品牌借鉴。
[Abstract]:In recent years, the real estate market of our country develops very rapidly, the competition intensifies, the real estate enterprise of our country that has experienced the stage of price competition and quality competition has entered the era of brand competition step by step. Real estate market competition in the future will be in a small number of excellent brands between the unfolding. Although many real estate enterprises in our country have already regarded brand building as the strategy of enterprise strategic development and seeking long-term interests, and have begun to shape the enterprise brand successively, the understanding and application of brand in real estate enterprises are still very immature at present. A lot of enterprises have even entered the brand construction mistake, and our country small and medium-sized real estate enterprises because their own condition is limited, its brand construction is more difficult. This article is a small and medium-sized real estate enterprise located in Mianyang-HT real estate development company as the research object, facing the fierce market competition and the special impact of the Wenchuan earthquake, how to develop HT through brand building, And obtain long-term competitive advantage is worth studying. Under the guidance of brand building theory, marketing theory, modern management theory and other related knowledge, this paper adopts scientific research methods such as enterprise investigation, questionnaire survey, expert visit, data statistical analysis and so on. Firstly, this paper summarizes the research status of domestic and foreign scholars on the brand construction of real estate enterprises, and through collecting and collating a large number of documents and materials, summarizes the relevant theories of brand and real estate brand construction. This paper analyzes the function, present situation and main problems of brand construction of real estate enterprises in China, and plans the research process of brand construction of HT real estate companies. Next through the expert visit, the market research, the employee interview, and the analysis of the company's internal data and my long-term working experience in the HT real estate company, this paper comprehensively analyzes the current situation of the enterprise and brand construction of HT. Based on the characteristics of the regional and market environment of the enterprise and the comprehensive analysis of the enterprise by using SWOT, the brand construction of the HT real estate enterprise is strategically positioned. On this basis, according to the characteristics of the enterprise of HT, the author makes a strategic analysis of the brand construction of the real estate enterprise of HT. The brand construction strategy, brand communication strategy, monitoring and maintenance strategy and extension strategy based on HT brand strategy are put forward. The research results of this paper have positive guiding significance for HT real estate company to build enterprise brand, and can also be used for reference by small and medium-sized real estate development enterprises in our country to build enterprise brand.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F293.3
本文编号：2439583
[Abstract]:In recent years, the real estate market of our country develops very rapidly, the competition intensifies, the real estate enterprise of our country that has experienced the stage of price competition and quality competition has entered the era of brand competition step by step. Real estate market competition in the future will be in a small number of excellent brands between the unfolding. Although many real estate enterprises in our country have already regarded brand building as the strategy of enterprise strategic development and seeking long-term interests, and have begun to shape the enterprise brand successively, the understanding and application of brand in real estate enterprises are still very immature at present. A lot of enterprises have even entered the brand construction mistake, and our country small and medium-sized real estate enterprises because their own condition is limited, its brand construction is more difficult. This article is a small and medium-sized real estate enterprise located in Mianyang-HT real estate development company as the research object, facing the fierce market competition and the special impact of the Wenchuan earthquake, how to develop HT through brand building, And obtain long-term competitive advantage is worth studying. Under the guidance of brand building theory, marketing theory, modern management theory and other related knowledge, this paper adopts scientific research methods such as enterprise investigation, questionnaire survey, expert visit, data statistical analysis and so on. Firstly, this paper summarizes the research status of domestic and foreign scholars on the brand construction of real estate enterprises, and through collecting and collating a large number of documents and materials, summarizes the relevant theories of brand and real estate brand construction. This paper analyzes the function, present situation and main problems of brand construction of real estate enterprises in China, and plans the research process of brand construction of HT real estate companies. Next through the expert visit, the market research, the employee interview, and the analysis of the company's internal data and my long-term working experience in the HT real estate company, this paper comprehensively analyzes the current situation of the enterprise and brand construction of HT. Based on the characteristics of the regional and market environment of the enterprise and the comprehensive analysis of the enterprise by using SWOT, the brand construction of the HT real estate enterprise is strategically positioned. On this basis, according to the characteristics of the enterprise of HT, the author makes a strategic analysis of the brand construction of the real estate enterprise of HT. The brand construction strategy, brand communication strategy, monitoring and maintenance strategy and extension strategy based on HT brand strategy are put forward. The research results of this paper have positive guiding significance for HT real estate company to build enterprise brand, and can also be used for reference by small and medium-sized real estate development enterprises in our country to build enterprise brand.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F293.3
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