基于顾客价值的房地产公司品牌战略研究

发布时间：2018-03-30 07:26

本文选题：房地产公司　切入点：顾客价值　出处：《山东建筑大学》2014年硕士论文

【摘要】：房地产业是国民经济的支柱产业,其重要性主要体现在改善民生、拉动和稳定经济,对国民经济影响深远。我国房地产业的暴利时代已经逝去,传统意义上的“疯狂圈地、野蛮成长“以及价格竞争等,已无法为企业赢得持续的竞争优势。而基于顾客价值的品牌战略能够为企业谋取长久的竞争优势,房地产业的品牌时代已经来临。本文以顾客价值和品牌战略理论为指导,对房地产公司的品牌战略进行探索研究。首先,笔者以迈克尔·波特的五力模型作为分析工具,分析了房地产行业的竞争格局,探讨了房地产行业的品牌建设现状及原因,论证了房地产公司实施品牌战略的必要性。其次,笔者在顾客价值分析、问卷调查和数据分析的基础上,提出了构建房地产公司品牌战略的量化方法。再次,笔者借助在J地产集团实习的便利条件,以J地产集团青岛A公司为例,运用本文提出的新方法,为青岛A公司设计了具体的品牌战略方案。最后,笔者结合房地产公司在品牌战略实施中存在的问题,从品牌维护和品牌延伸两个方面,探讨了品牌战略管理的实际问题,最终得出了房地产公司品牌战略管理的实用方案。
[Abstract]:The real estate industry is the pillar industry of the national economy, and its importance is mainly reflected in improving the people's livelihood, pulling and stabilizing the economy, which has far-reaching influence on the national economy. The era of huge profits of the real estate industry in our country has passed away, and the traditional sense of "crazy enclosure," Savage growth and price competition have not been able to win the sustainable competitive advantage for the enterprise, and the brand strategy based on customer value can obtain the long-term competitive advantage for the enterprise, and the brand era of real estate industry has come. Under the guidance of the theory of customer value and brand strategy, this paper explores the brand strategy of real estate companies. Firstly, the author takes Michael Porter's five-force model as an analysis tool to analyze the competition pattern of the real estate industry. This paper discusses the current situation and reasons of brand construction in real estate industry, and demonstrates the necessity of implementing brand strategy in real estate companies. Secondly, the author analyzes the customer value, questionnaire and data analysis. Thirdly, with the help of the convenient conditions of practice in J Real Estate Group, taking Qingdao A Company of J Real Estate Group as an example, the author applies the new method proposed in this paper. Finally, the author discusses the practical problems of brand strategy management from two aspects of brand maintenance and brand extension, combining with the problems existing in the implementation of brand strategy in real estate companies. Finally got the real estate company brand strategy management practical plan.
【学位授予单位】：山东建筑大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4;F273.2

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