协成房地产经纪公司品牌建立策略

发布时间：2018-03-31 09:13

本文选题：协成　切入点：品牌　出处：《北京交通大学》2006年硕士论文

【摘要】： 自20世纪以来,品牌建设在企业中的作用越来越大,面临激烈的市场竞争,企业要想中求生存和发展,就必须尽快锻造自己的品牌,从而形成强大的核心竞争力,这是企业壮大发展的必然趋势。论文首先对房地产的现状和房地产经纪企业的进行分析,提出房地产经纪企业要想发展壮大,就必须进行自身的品牌建设。其次探讨了如何避免目前企业在品牌建设中的误区,指出只有通过同时提升企业内部的管理、服务、公关、广告、CI等方面才能真正地、有效地创建企业品牌。协成房地产经纪公司是一家创建于1995年,是北京最具发展历史和最具规模的专业化地产经纪企业之一。目前房地产经纪行业竞争激烈,为了提升协成公司的核心竞争力,制定协成公司的品牌建立策略,对于整个房地产经纪行业具有重要的现实意义。在对协成房地产经纪公司进行品牌建设中,通过深入企业内部,提出了协成的品牌建设策略步骤:1、在管理、服务、广告、公关等方面为协成公司建立品牌塑造方案。2、通过MI、BI和VI设计建立品牌运营方案。3、制定品牌评价方法。
[Abstract]:Since twentieth Century, brand building has been playing a more and more important role in enterprises. Facing fierce market competition, enterprises must forge their brand as soon as possible in order to survive and develop, so as to form a strong core competitiveness. This is the inevitable trend for enterprises to grow and develop.
Firstly, the status of real estate and real estate brokerage business analysis, proposed the real estate brokerage business to grow, we must carry out its own brand building. Secondly, it is discussed how to avoid the present enterprise in the brand construction of misunderstanding, and points out that only through and improve the internal management of enterprises, service, public relations, advertising. CI and other aspects in order to truly and effectively create corporate brand.
Xiecheng the real estate broker is a company founded in 1995, is Beijing's most professional history and one of the largest real estate brokerage enterprises. At present the real estate brokerage industry competition, in order to improve a company's core competitiveness, establish company brand building strategy has important practical significance for the whole the real estate brokerage industry.
In the Xiecheng the real estate broker company brand construction, through the thorough enterprise, put forward the steps of cooperates brand construction strategy: 1, in management, service, advertising, public relations and other aspects of the company to establish the brand association scheme by MI,.2, BI and VI design to establish brand operation scheme.3. To develop the brand evaluation method.

【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F293.3

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