天健地产企业品牌战略研究

发布时间：2018-03-24 05:08

本文选题：房地产　切入点：品牌战略　出处：《广西大学》2014年硕士论文

【摘要】：随着房地产市场发展的越来越成熟,越来越多的购房者在购房时会选择品牌好的企业作为他们购房首选,品牌竞争已变成房企抢占市场、继续生存和提升利润空间的重要举措。本文通过房地产品牌有关理论的综述,分析归纳房地产品牌的内外影响因素,建立房企品牌评价指标及评价方法,结合天健地产企业实际情况,对天健地产企业进行品牌评价,通过评价及分析得出天健地产企业的品牌塑造在房地产行业中处于中等偏上地位,企业品牌还有很大的提升空间,为了适应竞争激烈的房地产市场,天健地产企业要选择一个全面的、系统的、完善的房地产品牌战略。最后构建了天健地产企业SWOT品牌战略模型,通过天健地产企业品牌战略的SW0T分析,选择了ST战略作为天健地产企业未来的战略模式,通过发挥内部优势和规避外部威胁的战略路径,天健地产企业要实现以一线城市为大本营,对二三线城市提供成熟的开发经验,将品牌影响扩大到二三线城市；渗透周边二线城市；适度的全国布局等战略目标。
[Abstract]:With the development of real estate market, more and more buyers will choose good brand enterprises as their first choice. Brand competition has become an important measure for housing enterprises to seize the market, continue to survive and improve the profit space. This paper summarizes the theory of real estate brand, analyzes and induces the internal and external influence factors of real estate brand, establishes the evaluation index and evaluation method of real estate enterprise brand, and combines the actual situation of Tianjian real estate enterprise. The brand evaluation of Tianjian real estate enterprises, through the evaluation and analysis of Tianjian real estate enterprises brand shaping in the real estate industry in the upper middle position, the enterprise brand still has a lot of room for improvement, In order to adapt to the fierce competition of real estate market, Tianjian real estate enterprises should choose a comprehensive, systematic, perfect real estate brand strategy. Finally, this paper constructs the SWOT brand strategy model of Tianjian real estate enterprise, and chooses St strategy as the future strategic model of Tianjian real estate enterprise through the SW0T analysis of Tianjian real estate enterprise brand strategy. Through the strategic path of exerting internal advantages and avoiding external threats, Tianjian real estate enterprises should take first-tier cities as their base, provide mature development experience to second-and third-tier cities, and expand brand influence to second-and third-tier cities. Infiltrate the surrounding second-line cities; moderate national layout and other strategic objectives.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F273.2;F299.233.4

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