我国房地产企业品牌战略研究

发布时间：2017-12-30 22:46

本文关键词：我国房地产企业品牌战略研究　出处：《苏州大学》2013年硕士论文　论文类型：学位论文

【摘要】：自我国实行改革开放以来，中国房地产行业经过三十多年曲折的发展历程，已经由最初的幼稚与盲目转变为现在的成熟和理智，同时已经成为我国国民经济中的支柱产业之一。我国人民生活水平随着科技的发展不断的提高，消费观念和以前也有很大的区别，因此在房地产市场上也从简单的以卖家为主转变成了现在以买家为主的市场方向，房地产行业面临着重大的挑战。目前房地产市场，已经从质量和价格方面的竞争向品牌竞争的方向发生转变。房地产企业实施品牌战略，塑造强大的品牌形象已成为争夺市场份额的重要手段。国内的大部分房地产商已经清楚的认识到了问题的所在，开始计划并且实施自己的品牌，从而成就了一些知名的房地产品牌，如：中海地产、万科地产、复地地产、金地地产，这些都已经创造出了属于自己的品牌价值。发展的落后，人们对品牌的认识浅薄，一个企业的产品和品牌存在严重的不对应，没有做好长期发展的计划，没有很好的营销手段，而且塑造的品牌价值比较低等等问题。现在很多国外投资者也进军到我国的房地产行业，使得该行业竞争压力不断增大。因此，我国房地产企业为了生存，就要计划并且实现自己的品牌。我国一些知名的房地产企业已经做到了品牌化，并取得了不错的业绩，这就证明了品牌已经成为现在房地产企业竞争的最终选择。这篇文章主要通过对品牌的国内外研究现状和相关的理论的研究，对房地产行业的品牌有一个最新的认识，，这样有利于分析我国目前房地产行业的现状，以及了解我国房地产行业对品牌实施的最新情况。然后通过SWOT模型来研究中国房地产企业品牌战略的影响因素，提出中国房地产企业品牌战略的选择，并以ZT房地产企业为例进行实证分析，希望可以为我国房地产企业在未来提升品牌价值及实施正确的品牌战略提供一些可能的思路、方法及建议。
[Abstract]:Since the implementation of reform and opening up in China, China's real estate industry has changed from naive and blind to mature and rational after more than 30 years of tortuous development. At the same time, it has become one of the pillar industries in our national economy. With the development of science and technology, the standard of living of the people in our country has been continuously improved, and the consumption concept is also very different from before. Therefore, in the real estate market has also changed from a simple seller mainly to the current buyer-oriented market direction, the real estate industry is facing a major challenge. At present, the real estate market. It has changed from the competition of quality and price to the direction of brand competition. Real estate enterprises implement brand strategy. Shaping a strong brand image has become an important means to compete for market share. Most domestic real estate developers have clearly recognized the problem, began to plan and implement their own brand. As a result, some famous real estate brands, such as Zhonghai Real Estate, Vanke Real Estate, Fudi Real Estate, Jindi Real Estate, have created their own brand value. Backward development, people's understanding of the brand is shallow, a company's products and brands exist serious incorrespondence, there is no good long-term development plan, there is no good marketing means. Now many foreign investors have entered the real estate industry of our country, which makes the competition pressure of this industry increasing constantly. Therefore, the real estate enterprises of our country are in order to survive. To plan and achieve their own brand. Some well-known real estate enterprises in China have achieved brand, and achieved good results. This proved that the brand has become the final choice of real estate competition. This article mainly through the domestic and international research on the brand and related theoretical research, there is a new understanding of the real estate industry brand, which is conducive to the analysis of the current situation of the real estate industry in China. And to understand the latest implementation of the real estate industry in China, then through the SWOT model to study the impact factors of the brand strategy of Chinese real estate enterprises, put forward the choice of brand strategy of Chinese real estate enterprises. Taking ZT real estate enterprise as an example, it is hoped that it can provide some possible ideas, methods and suggestions for our real estate enterprises to promote brand value and implement correct brand strategy in the future.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F299.233.4

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