国企改革背景下长春润德房地产开发有限公司企业品牌定位研究

发布时间：2018-01-14 03:07

本文关键词：国企改革背景下长春润德房地产开发有限公司企业品牌定位研究　出处：《吉林财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着国民经济的发展,我国的房地产行业已迈入了一个高速发展的时期,房地产行业竞争日趋激烈,越来越多的开发商开始规模化经营,行业水平不断提高,产品也越来越趋于同质化。在这种状况下,很多开发商都认识到,要想在激烈的市场竞争中获得成功,必须借助品牌的力量,因此,增强企业品牌竞争力对于房地产企业来说至关重要,而正确有效的企业品牌定位是企业品牌建设的基础,是企业品牌经营成功的前提。长春润德房地产开发有限公司是长春市仅有的几家国有性质的房地产开发企业之一,公司成立以来,一直以完成政府下达的指令性保障性住房建设任务为主要工作。在长春市政府的大力支持下,经过5年多的发展,公司的整体开发规模已达到50多万平方米,公司的人员配备和内部管理也日趋完善。但随着国有企业改革的深化,政府对国有企业的支持将大大减弱,企业现有的经营模式将不能满足长远发展的需要,企业未来面临着巨大的竞争压力。在国企改革背景下,如何对企业品牌进行定位,已成为企业管理者们需要深入探讨的问题。本论文首先通过阅读大量文献材料,对国内外品牌定位和企业品牌定位的理论研究情况进行了概述;其次结合长春润德房地产开发有限公司的实际情况,在对企业决策者、不同消费者进行深度访谈的基础上,对企业品牌定位现状、存在问题及企业品牌定位的宏微观环境进行了分析;最后设计出一套适合长春润德房地产开发有限公司的企业品牌定位方案,将长春润德房地产开发有限公司的企业品牌定位分为找位、选位、提位、到位和调位5个步骤,同时提出了实施企业品牌定位的4个保障措施,包括人力保障、管理和制度保障、财力保障及文化保障;最后还提出了检验品牌定位是否有效的5个评估办法。希望本文的研究成果能够为类似的国有房地产企业的品牌定位提供一定的参考,帮助他们提升品牌竞争力,在激烈的市场竞争中脱颖而出。
[Abstract]:With the development of national economy, China's real estate industry has entered a period of rapid development, the real estate industry competition is becoming increasingly fierce, more and more developers began to scale operation, the industry level continues to improve. Products are also becoming more and more homogeneous. In this situation, many developers have realized that in order to succeed in the fierce market competition, we must rely on the strength of the brand, so. It is very important for real estate enterprises to strengthen the brand competitiveness, and the correct and effective brand positioning is the foundation of brand construction. Changchun Runde Real Estate Development Co., Ltd. is one of the only state-owned real estate development enterprises in Changchun, since its establishment. Under the support of Changchun municipal government, after more than five years of development, the company's overall development scale has reached more than 500,000 square meters. The staffing and internal management of the company are becoming more and more perfect. However, with the deepening of the reform of state-owned enterprises, the government's support to state-owned enterprises will be greatly weakened, and the existing business model of enterprises will not meet the needs of long-term development. Under the background of state-owned enterprise reform, how to position the enterprise brand is facing the huge competition pressure in the future. This paper firstly summarizes the theoretical research of brand positioning at home and abroad by reading a lot of literature. Secondly, combined with the actual situation of Changchun Runde Real Estate Development Co., Ltd., on the basis of in-depth interviews with enterprise decision-makers and different consumers, the status quo of brand positioning of enterprises is discussed. The existing problems and the macro and micro environment of enterprise brand positioning are analyzed. Finally design a suitable for Changchun Runde Real Estate Development Co., Ltd. corporate brand positioning program, Changchun Runde Real Estate Development Co., Ltd. At the same time, it puts forward four safeguard measures to implement enterprise brand positioning, including manpower security, management and system guarantee, financial security and cultural guarantee. Finally, five evaluation methods are put forward to test the effectiveness of brand positioning. I hope that the research results of this paper can provide a certain reference for the brand positioning of similar state-owned real estate enterprises. Help them to enhance brand competitiveness, in the fierce market competition stand out.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F299.233.4

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