基于消费者行为的房地产品牌营销传播研究

发布时间：2018-03-29 01:03

本文选题：房地产　切入点：消费者行为　出处：《哈尔滨工业大学》2009年硕士论文

【摘要】： 目前,房地产市场逐步由卖方市场向买方市场转变。于是越来越多的房地产开发商开始利用品牌来增强企业的竞争力。这使品牌营销变得越来越重要,首先应分析消费者的行为,了解消费者的需求,然后结合品牌营销传播,提升品牌价值。本文围绕着以消费者行为为重点的房地产品牌营销传播为主要线索进行研究(本文所提到的房地产品牌营销传播,若无特殊说明,皆为房地产企业品牌而非项目品牌),从理论和实际两方面探讨品牌营销传播的相关问题。房地产品牌营销是指用工程化的科学设计和精确的方法系统地为塑造和维护品牌而进行的所有工作的总称,其实际上是一种以品牌为中心的企业整体营销战略,这个战略区别诸如以利润为中心、以市场份额为中心等的其他营销战略,是将品牌营销作为最重要的任务和出发点。本文在分析房地产品牌营销传播现状的基础上,研究了消费者行为与房地产品牌营销的相互影响,提出了房地产品牌营销传播流程的总体思路和框架及传播形式的选择,讨论了房地产品牌的传播渠道和两种传播形式,即广告和公共关系,并且深入分析了两者的互动关系,最后通过万科地产的案例进行了论证。
[Abstract]:At present, the real estate market is gradually changing from the seller's market to the buyer's market. As a result, more and more real estate developers begin to use brands to enhance the competitiveness of enterprises. This makes brand marketing more and more important. First, we should analyze the behavior of consumers, understand the needs of consumers, and then combine brand marketing to promote brand value. This paper focuses on the real estate brand marketing communication focused on consumer behavior as the main clue. (the real estate brand marketing communication mentioned in this paper, without special explanation, This paper discusses the related problems of brand marketing communication from both theoretical and practical aspects. Real estate brand marketing refers to the systematic use of engineering scientific design and precise methods for shaping and developing brand marketing. The sum of all work done to maintain the brand, In fact, it is a brand-centered corporate overall marketing strategy, which distinguishes other marketing strategies such as profit-centric and market-share-centric. Brand marketing is the most important task and starting point. Based on the analysis of the current situation of real estate brand marketing, this paper studies the interaction between consumer behavior and real estate brand marketing. This paper puts forward the general idea and frame of the real estate brand marketing communication process and the choice of the communication form, discusses the communication channel and two kinds of communication forms of the real estate brand, that is, advertising and public relations, and deeply analyzes the interactive relationship between the two. Finally, the case of Vanke Real Estate is demonstrated.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F293.33

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