契合购房者心理需求的地产品牌视觉形象设计研究

发布时间：2018-04-16 18:21

  本文选题：视觉形象 + 地产品牌　； 参考：《福州大学》2014年硕士论文

【摘要】：中国房地产市场迈入商业化,是从一九九八年国家基本停止福利分房制度开始的,到九十年代有了一定的规模。在国家相关财政政策的扶持和城镇化建设步伐加快的双重影响下,房地产市场经济占国内GDP总量的比例在近几年逐年增加,取得了令人瞩目的成就,房地产业俨然已经上升为中国的支柱产业。随着地产的商业化,开发商开始提升建筑的品质,关注对品牌的打造,增强服务管理,提升自身的核心竞争力。建立Ⅵ视觉识别系统是开发商提升楼盘品牌形象的有效途径,Ⅵ视觉识别系统能把楼盘标志等基础元素做规范化的延伸拓展,形成固有的品牌形象,扩大了楼盘的知名度。要设计好VIS,使其能够深入人心,除了要满足普遍意义上的审美需求之外,还应该契合购房者的心理需求。全文以笔者实际的工作经验为基础,·并查阅了大量行业信息及相关论文资料。论文共由五大章节组成：第一章绪论,阐述了论文选题的理由和研究方法、房地产行业的特点以及视觉形象对于地产品牌的意义。第二章分析了购房者的心理需求。购房者心理的研究理论基础是消费心理学,本章从消费心理学的角度对不同的购房群体进行划分,挖掘其心理需求的差异性。中国人爱房子,购房理由也不尽相同,对于房子这样的大件消费品,购房者在选择上必定是慎重的,哪些因素会影响购房者的选择倾向,是开发商需要了解并掌握的。第三章首先探讨了地产品牌视觉形象是如何介入楼盘的营销推广以及所起到的作用,接着论述了地产品牌视觉形象设计中契合购房者心理需求的原因和优势。伴随着国内经济的发展和地产市场的逐渐成熟,从购房者到开发商对于商业地产都有了更深层次的认识,对地产品牌视觉形象也有了更高的要求。开发商要提升市场竞争力,就必须让品牌视觉形象更具特色,品牌视觉形象设计之初就需要考虑到购房者的心理需求,这样不仅能让客户对楼盘产生良好的第一印象,同时还能帮助开发商进一步明确项目的定位。第四章通过研究三个楼盘项目的实际案例,分析了地产品牌视觉形象的应用现状,寻求当今地产品牌视觉形象存在的主要问题。第五章对以上章节的主要内容进行总结,阐述了论文提出的设计原则,对如何做好房地产品牌视觉形象提出了一些建议。本章节还加入了笔者亲自参与的设计案例,并就日常工作中的所见所闻,对未来地产品牌视觉形象的发展趋势提出了自己的观点。
[Abstract]:China entered the commercial real estate market, is basically stopped from 1998 the country began the welfare housing system, 90s to a certain scale. The dual influence on the national fiscal policy support and accelerate the pace of urbanization, the real estate market economy accounted for the total domestic GDP ratio increased year by year in recent years, achieved the remarkable achievements, the real estate industry seems to have risen as a pillar industry of Chinese. With the real estate business, developers began to improve the quality of the construction, attention to brand building, enhance service management, enhance their core competitiveness. The establishment of visual identification system is an effective way to enhance the real estate developers brand image, visual identity the system can real estate signs such as basic elements extended standardized development, the formation of the inherent brand, expand the market visibility to the design. Good VIS, so that it can be popular, in addition to meet the aesthetic needs of common sense, but also should fit the buyers psychological needs. According to the author's actual work experience, and access to a large number of information industry and the relevant papers. The thesis consists of five chapters: the first chapter is the introduction section, this the reason of this topic and research methods, the significance of the characteristics of the real estate industry and the real estate brand visual image. The second chapter analyzes the psychological needs of buyers. The buyers psychology is the theoretical basis of the research of consumer psychology, to classify the different groups of buyers from the consumer psychology, the psychological differences in mining demand. Chinese house purchase for love, are not the same, for such a large house consumer goods, buyers must be careful in the choice, what factors will affect the buyers Choice tendency is that developers need to understand and master. The third chapter discussed the real estate brand image is how to get involved in real estate marketing and promotion of the role played by, and then discusses the real estate brand image design with reason psychological needs of buyers and advantages. With the development of the domestic economy and the real estate market mature, from property buyers to developers for commercial real estate will have a deeper understanding of the real estate brand image, also have higher requirements. Developers to enhance the market competitiveness, we must make the brand image more distinctive brand image design at the beginning, we need to consider the purchase of psychological needs. This will not only allow customers to create a good first impression on the real estate developers, but also help to further clarify the positioning project. In the fourth chapter, through the research of three real estate projects The actual case, analyzes the application status of the real estate brand image, seeking the main problems in today's real estate brand image. In the fifth chapter, the main contents of the above chapters are summarized, elaborated the design principles proposed in this paper, the visual image and puts forward some suggestions about how to do the real estate brand. This chapter also joined the design the author personally involved in the case, and the daily work of the future development trend of what one sees and hears, real estate brand image to put forward their own views.

【学位授予单位】：福州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J524

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