我国中小房地产企业品牌营销战略发展研究
发布时间：2019-06-03 16:23
【摘要】： 1998年我国房地产业停止住房分配,房地产业开始走向市场化。随着我国市场经济水平的提高,国内产品的竞争开始演化成品牌的竞争,房地产行业自然也不例外。在新消费时代,人们需要的已不仅是房子本身,而是房子的象征,即作为购房者情感、个性、地位、财富的符号、形式与表征及其独特的心理情感需求。中小房地产企业更应该响应品牌时代的号召,用战略思维来进行品牌定位、品牌设计与品牌整合传播,实现品牌营销所带来的经济效益。 本文是在梳理国内外营销战略和品牌战略相关文献的基础上,整理出房地产品牌营销战略的构成及其发展模式,再运用从一般到特殊的思路,结合我国中小房地产企业实施品牌营销战略的现状,分析问题,提出对策。 本文研究的主要内容是中小房产企业实施品牌营销战略的必要性及其实现途径。解决为什么中小房地产企业要实施品牌营销战略,分析2006年以来,房地产行业所面临的国家宏观调控政策环境,研究中小企业在新形势下实施品牌营销战略的发展模式,为其成长壮大提供建议。本文提出了房地产品牌营销战略的发展模式——市场价值导向发展模式。该模式是依据消费者需求的多元性,对房地产这种产品具有离散型更强的预期价值的特点而提出的。它的核心是满足消费者的需求,房地产企业的任何行为都应该围绕消费者的需求改变,这样才能实现消费者与企业利益的共赢。该模式的流程是以消费者为核心,采用整合营销传播(IMC)的理念,将传统的3P(价格、产品、渠道)作为品牌营销战略的基本要素,着眼于企业和潜在消费者的长期关系。它适应了消费者对房地产这种商品需求多元化的时代特性,对于中小企业的长期发展具有战略性的指导作用。 论文的主要结构如下:第一部分为绪论,介绍本论文的研究背景、研究意义,梳理国内外相关研究,论文的研究目标、内容和方法;第二部分为理论整合,详细介绍营销战略理论和品牌战略理论;第三部分介绍房地产品牌营销战略的构成和发展模式,详述房地产定义及特性,房地产品牌的概念与内涵及房地产品牌营销战略的含义等内容;第四部分对我国中小房地产企业实施品牌营销战略的状况进行分析,剖析中小房地产企业在品牌定位、品牌设计与品牌整合传播过程中的问题与原因;第五部分为我国中小房地产企业实施品牌营销战略发展研究,在政策面的分析基础之上,给出中小房地产企业的战略选择及其具体策略;第六部分为案例分析,运用福建鸿图房地产开发有限公司的品牌营销之路来证实品牌营销战略的效益性。
[Abstract]:In 1998, China's real estate industry stopped housing distribution, the real estate industry began to market. With the improvement of market economy in our country, the competition of domestic products begins to evolve into brand competition, and the real estate industry is no exception. In the new consumption era, what people need is not only the house itself, but also the symbol of the house, that is, as the symbol of the buyer's emotion, personality, status, wealth, form and representation and its unique psychological and emotional needs. Small and medium-sized real estate enterprises should respond to the call of brand era, use strategic thinking to carry out brand positioning, brand design and brand integration and communication, to achieve the economic benefits of brand marketing. On the basis of combing the relevant literature of marketing strategy and brand strategy at home and abroad, this paper collates the composition and development mode of real estate brand marketing strategy, and then uses the general to special ideas. Combined with the present situation of brand marketing strategy implemented by small and medium-sized real estate enterprises in China, this paper analyzes the problems and puts forward some countermeasures. The main content of this paper is the necessity and realization of brand marketing strategy for small and medium-sized real estate enterprises. To solve why small and medium-sized real estate enterprises should implement brand marketing strategy, analyze the national macro-control policy environment faced by the real estate industry since 2006, and study the development model of small and medium-sized enterprises implementing brand marketing strategy under the new situation. Provide advice for its growth and growth. This paper puts forward the development mode of real estate brand marketing strategy-market value oriented development model. This model is based on the diversity of consumer demand and has the characteristics of discrete and stronger expected value for real estate products. Its core is to meet the needs of consumers, any behavior of real estate enterprises should be changed around the needs of consumers, so as to achieve the win-win interests of consumers and enterprises. The process of this model is to take consumers as the core, adopt the concept of integrated marketing communication (IMC), take the traditional 3P (price, product, channel) as the basic element of brand marketing strategy, and focus on the long-term relationship between enterprises and potential consumers. It adapts to the characteristics of consumers' diversified demand for real estate, and plays a strategic guiding role for the long-term development of small and medium-sized enterprises. The main structure of the paper is as follows: the first part is the introduction, which introduces the research background and significance of this paper, combs the relevant research at home and abroad, and the research objectives, contents and methods of the paper; The second part is the theoretical integration, which introduces the marketing strategy theory and brand strategy theory in detail. The third part introduces the composition and development mode of real estate brand marketing strategy, details the definition and characteristics of real estate, the concept and connotation of real estate brand and the meaning of real estate brand marketing strategy. The fourth part analyzes the situation of the implementation of brand marketing strategy in small and medium-sized real estate enterprises in China, and analyzes the problems and reasons in the process of brand positioning, brand design and brand integration and communication of small and medium-sized real estate enterprises. The fifth part is the research on the development of brand marketing strategy for small and medium-sized real estate enterprises in our country. On the basis of policy analysis, the strategic choice and specific strategies of small and medium-sized real estate enterprises are given. The sixth part is the case analysis, using Fujian Hongtu Real Estate Development Co., Ltd.'s brand marketing road to confirm the effectiveness of brand marketing strategy.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F273.2;F293.3
本文编号：2492064
[Abstract]:In 1998, China's real estate industry stopped housing distribution, the real estate industry began to market. With the improvement of market economy in our country, the competition of domestic products begins to evolve into brand competition, and the real estate industry is no exception. In the new consumption era, what people need is not only the house itself, but also the symbol of the house, that is, as the symbol of the buyer's emotion, personality, status, wealth, form and representation and its unique psychological and emotional needs. Small and medium-sized real estate enterprises should respond to the call of brand era, use strategic thinking to carry out brand positioning, brand design and brand integration and communication, to achieve the economic benefits of brand marketing. On the basis of combing the relevant literature of marketing strategy and brand strategy at home and abroad, this paper collates the composition and development mode of real estate brand marketing strategy, and then uses the general to special ideas. Combined with the present situation of brand marketing strategy implemented by small and medium-sized real estate enterprises in China, this paper analyzes the problems and puts forward some countermeasures. The main content of this paper is the necessity and realization of brand marketing strategy for small and medium-sized real estate enterprises. To solve why small and medium-sized real estate enterprises should implement brand marketing strategy, analyze the national macro-control policy environment faced by the real estate industry since 2006, and study the development model of small and medium-sized enterprises implementing brand marketing strategy under the new situation. Provide advice for its growth and growth. This paper puts forward the development mode of real estate brand marketing strategy-market value oriented development model. This model is based on the diversity of consumer demand and has the characteristics of discrete and stronger expected value for real estate products. Its core is to meet the needs of consumers, any behavior of real estate enterprises should be changed around the needs of consumers, so as to achieve the win-win interests of consumers and enterprises. The process of this model is to take consumers as the core, adopt the concept of integrated marketing communication (IMC), take the traditional 3P (price, product, channel) as the basic element of brand marketing strategy, and focus on the long-term relationship between enterprises and potential consumers. It adapts to the characteristics of consumers' diversified demand for real estate, and plays a strategic guiding role for the long-term development of small and medium-sized enterprises. The main structure of the paper is as follows: the first part is the introduction, which introduces the research background and significance of this paper, combs the relevant research at home and abroad, and the research objectives, contents and methods of the paper; The second part is the theoretical integration, which introduces the marketing strategy theory and brand strategy theory in detail. The third part introduces the composition and development mode of real estate brand marketing strategy, details the definition and characteristics of real estate, the concept and connotation of real estate brand and the meaning of real estate brand marketing strategy. The fourth part analyzes the situation of the implementation of brand marketing strategy in small and medium-sized real estate enterprises in China, and analyzes the problems and reasons in the process of brand positioning, brand design and brand integration and communication of small and medium-sized real estate enterprises. The fifth part is the research on the development of brand marketing strategy for small and medium-sized real estate enterprises in our country. On the basis of policy analysis, the strategic choice and specific strategies of small and medium-sized real estate enterprises are given. The sixth part is the case analysis, using Fujian Hongtu Real Estate Development Co., Ltd.'s brand marketing road to confirm the effectiveness of brand marketing strategy.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F273.2;F293.3
【引证文献】
相关期刊论文 前1条
1 余柔生;;基于中小房地产企业发展的品牌营销战略分析[J];经济师;2011年02期
相关硕士学位论文 前4条
1 张晓东;房地产企业营销策略选择的影响因素研究[D];沈阳建筑大学;2011年
2 章凤;HA集团公司营销战略研究[D];西北大学;2011年
3 郭静;基于生态位理论的房地产企业品牌构建策略研究[D];山东大学;2012年
4 王炳涛;我国叉车制造企业的品牌营销研究[D];四川师范大学;2012年
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