房地产企业品牌建设路径研究

发布时间：2018-04-03 00:18

本文选题：房地产品牌　切入点：路径　出处：《石家庄经济学院》2013年硕士论文

【摘要】：近年来，房地产市场发展迅速，竞争激烈，卖方的主导地位逐渐被转变。面对日益严峻的市场形势，一些企业已经意识到应该改变企业战略，即建立企业品牌战略，从而提高市场占有率。如今，房地产行业呈现出品牌战略的激烈竞争局面，急需深入研究探讨房地产品牌建设方面有关的问题。但是，我国房地产企业品牌建设根基不稳，发展不够成熟、系统、完善，还存在很多亟待解决的难题。因此，本文试图探索出一条适合我国房地产行业现状的企业品牌建设路径，为房地产企业在今后的发展中提供有利的参考和指导。首先，本文详细阐述了品牌的定义、品牌的构成及品牌建设的内涵、目标、原则，，为房地产品牌建设奠定了理论基础。具体到房地产品牌建设，首先介绍了房地产品牌的概念及发展历程，然后从房地产发展环境和房地产市场两个方面分析了房地产发展现状，最后论述了房地产品牌建设的现状。第二，本文讨论了房地产企业品牌建设的路径，从组织保障、资源整合、价值评估和反馈三个阶段详细论述了每个阶段的具体内容。最后，以卓达集团房地产有限公司为案例进行实证分析，系统阐述了卓达品牌建立的路径，并提出要从正确处理好项目品牌与企业品牌的关系；树立正确品牌观，强化全员品牌意识；树立精品意识，确保产品品质；强化服务意识，提高服务水平；规范物业服务，增强自身建设等五个方面进一步提升品牌价值。
[Abstract]:In recent years, the real estate market develops rapidly, the competition is fierce, the seller's dominant position is changed gradually.In the face of the increasingly severe market situation, some enterprises have realized that they should change the enterprise strategy, that is, to establish the brand strategy of the enterprise, so as to increase the market share.Nowadays, the real estate industry presents the fierce competition of brand strategy, and it is urgent to study and discuss the problems related to the construction of real estate brand.However, the brand construction of real estate enterprises in our country is unstable, not mature, systematic and perfect, there are still many problems to be solved.Therefore, this paper attempts to explore a suitable for the real estate industry in our country, brand building path, for real estate enterprises in the future development to provide a favorable reference and guidance.Firstly, this paper elaborates the definition of brand, the composition of brand and the connotation, goal and principle of brand construction, which lays a theoretical foundation for the construction of real estate brand.To the real estate brand construction, first introduced the real estate brand concept and the development course, then from the real estate development environment and the real estate market two aspects has analyzed the real estate development present situation, finally elaborated the real estate brand construction present situation.Secondly, this paper discusses the path of brand construction in real estate enterprises, and discusses the concrete contents of each stage in detail from three stages: organization guarantee, resource integration, value evaluation and feedback.Finally, taking Zhuoda Group Real Estate Co., Ltd as a case study, this paper systematically expounds the path of establishing Zhuoda brand, and puts forward that we should correctly handle the relationship between project brand and enterprise brand and establish a correct brand view.Strengthen the brand awareness of the whole staff; set up the consciousness of fine products to ensure the quality of products; strengthen the awareness of service, improve the service level; standardize property services, strengthen their own construction to further enhance the brand value.
【学位授予单位】：石家庄经济学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.233.4;F274

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