盐城市房地产企业品牌培育研究
发布时间：2018-07-13 19:33
【摘要】：随着国家宏观调控政策的影响，我国的房地产行业已从高速发展开始向阶段性调整进行过渡，楼盘的地段、价格、质量不再只是消费者购房时所需考虑的全部，消费者对楼盘的个性和房地产企业的实力也愈加关注。面对新的挑战，房地产企业应该如何表现自己的与众不同，，让消费者在众多的楼盘中选中自己，无疑成为众多开发企业面临的首要问题。而在价格竞争和质量竞争愈演愈烈的买方市场中，品牌培育将成为企业战略中重要的组成部分，品牌作用日益凸显。尤其是在国家宏观调控愈演愈烈的今天，品牌更是成为中国房地产企业规避风险、抓住机遇、确立竞争优势的制胜法宝。目前，中海、万科、恒大等一些知名房地产企业品牌已在我国初步形成，但相对其它产业，我国房地产企业品牌发展仍显滞后，特别是二三线城市的房地产企业，品牌意识淡薄、对品牌的认识和理解模糊，缺乏系统性的品牌塑造，而且企业普遍存在项目品牌与企业品牌脱节、缺乏品牌整合传播和持续成长性、品牌的价值含量低下等问题。 房地产开发企业若要在错综复杂、竞争激烈的环境中实现可持续发展，就必须实行品牌战略，对品牌的塑造管理进行系统化的研究。在此背景下，本文首先综述了房地产企业品牌培育相关国内外研究现状，本论文选题的意义、目的及研究框架；然后在概述房地产品牌培育相关理论的基础上，采用文献分析、规范分析与实证分析相结合的方法，对房地产企业品牌的培育模式，房地产企业品牌价值评价模型构建及评价指标体系设计等问题进行理论研究；进而将理论研究的成果与实践相结合，选取盐城市房地产有限公司为代表，对盐城市房地产企业品牌培育的相关问题进行了较为系统的研究，分析了盐城市房地产企业品牌培育的现状及存在问题，利用构建的模型、设计的评价指标体系、以及选用模糊综合评价法及层次分析法对盐城市房地产有限公司品牌价值进行了定量评价与分析，并提出相应的促进盐城市房地产企业品牌成功培育的对策建议。
[Abstract]:With the influence of the national macro-control policy, the real estate industry in our country has begun to make a transition from the rapid development to the stage adjustment. The location, price and quality of the real estate are no longer all that consumers need to consider when buying a house. Consumers on the real estate personality and the strength of real estate enterprises are also increasingly concerned. Facing the new challenge, how should the real estate enterprise express itself differently, let the consumer select oneself in the numerous real estate, undoubtedly become the most important problem that the numerous development enterprise faces. In the buyer's market where price competition and quality competition become increasingly fierce, brand cultivation will become an important part of enterprise strategy, and the role of brand becomes increasingly prominent. Especially in the national macro-control intensified today, the brand is becoming the real estate enterprises in China to avoid risk, seize the opportunity, and establish a competitive advantage of the magic weapon. At present, some well-known real estate enterprise brands, such as China Shipping, Vanke, Evergrande and so on, have initially formed in China, but compared with other industries, the development of Chinese real estate enterprise brands is still lagging behind, especially the real estate enterprises in the second and third tier cities. The brand consciousness is weak, the understanding and understanding of the brand is vague, the brand is short of systematic brand shaping, and there is a general disconnection between the project brand and the enterprise brand, the lack of brand integration, communication and sustainable growth. Brand value content is low and other issues. If real estate development enterprises want to realize sustainable development in the complicated and competitive environment, they must carry out brand strategy and systematize the management of brand building. Under this background, this paper first summarizes the domestic and foreign research status of the brand cultivation of real estate enterprises, the significance, purpose and research framework of this paper; then on the basis of summarizing the relevant theories of real estate brand cultivation, the paper adopts literature analysis. Combining normative analysis with empirical analysis, this paper makes a theoretical study on the cultivation mode of real estate enterprise brand, the construction of brand value evaluation model and the design of evaluation index system. Then combining the theoretical research results with the practice, Yancheng Real Estate Co., Ltd. is selected as the representative, and the related problems of the brand cultivation of the Yancheng real estate enterprises are studied systematically. This paper analyzes the present situation and existing problems of brand cultivation of real estate enterprises in Yancheng City, and designs the evaluation index system by using the established model. The fuzzy comprehensive evaluation method and analytic hierarchy process are used to evaluate and analyze the brand value of Yancheng Real Estate Co., Ltd., and the corresponding countermeasures and suggestions to promote the successful cultivation of Yancheng real estate enterprise brand are put forward.
【学位授予单位】：西安建筑科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.233.4;F274
本文编号：2120508
[Abstract]:With the influence of the national macro-control policy, the real estate industry in our country has begun to make a transition from the rapid development to the stage adjustment. The location, price and quality of the real estate are no longer all that consumers need to consider when buying a house. Consumers on the real estate personality and the strength of real estate enterprises are also increasingly concerned. Facing the new challenge, how should the real estate enterprise express itself differently, let the consumer select oneself in the numerous real estate, undoubtedly become the most important problem that the numerous development enterprise faces. In the buyer's market where price competition and quality competition become increasingly fierce, brand cultivation will become an important part of enterprise strategy, and the role of brand becomes increasingly prominent. Especially in the national macro-control intensified today, the brand is becoming the real estate enterprises in China to avoid risk, seize the opportunity, and establish a competitive advantage of the magic weapon. At present, some well-known real estate enterprise brands, such as China Shipping, Vanke, Evergrande and so on, have initially formed in China, but compared with other industries, the development of Chinese real estate enterprise brands is still lagging behind, especially the real estate enterprises in the second and third tier cities. The brand consciousness is weak, the understanding and understanding of the brand is vague, the brand is short of systematic brand shaping, and there is a general disconnection between the project brand and the enterprise brand, the lack of brand integration, communication and sustainable growth. Brand value content is low and other issues. If real estate development enterprises want to realize sustainable development in the complicated and competitive environment, they must carry out brand strategy and systematize the management of brand building. Under this background, this paper first summarizes the domestic and foreign research status of the brand cultivation of real estate enterprises, the significance, purpose and research framework of this paper; then on the basis of summarizing the relevant theories of real estate brand cultivation, the paper adopts literature analysis. Combining normative analysis with empirical analysis, this paper makes a theoretical study on the cultivation mode of real estate enterprise brand, the construction of brand value evaluation model and the design of evaluation index system. Then combining the theoretical research results with the practice, Yancheng Real Estate Co., Ltd. is selected as the representative, and the related problems of the brand cultivation of the Yancheng real estate enterprises are studied systematically. This paper analyzes the present situation and existing problems of brand cultivation of real estate enterprises in Yancheng City, and designs the evaluation index system by using the established model. The fuzzy comprehensive evaluation method and analytic hierarchy process are used to evaluate and analyze the brand value of Yancheng Real Estate Co., Ltd., and the corresponding countermeasures and suggestions to promote the successful cultivation of Yancheng real estate enterprise brand are put forward.
【学位授予单位】：西安建筑科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.233.4;F274
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