吉林鑫城房地产开发公司品牌营销的方案设计
发布时间：2018-10-15 20:09
【摘要】： 本论文就房地产企业的营销重要课题——房地产企业品牌营销进行了初步探讨研究。并就所在房地产企业的实际情况,设计了实施品牌营销的基本方案。论文首先重点探讨了进行房地产品牌营销的基本理论,1)房地产品牌设计。 即在房地产品牌定位基础上的房地产品牌视听识别设计和房地产品牌价值设计。2)房地产品牌的传播。房地产品牌的传播是把房地产品牌信息、企业经营理念通过一定的方式传播给消费者,从而树立起消费者心目中的房地产品牌形象。论文重点介绍了房地产品牌的广告传播方式,公共关系传播方式,销售促进传播方式和关系营销传播方式。3)房地产品牌的维护。房地产品牌的最终树立是一个长期的过程,在房地产品牌的初步树立后,需要进行房地产的品牌维护,来强化品牌在消费者心目中的印象。从而使房地产品牌最终在消费者心目中形成。4)房地产品牌的更新。没有一成不变的产品,也没有一成不变的品牌,房地产市场在变,就要求房地产品牌也做出相应的调整来适应房地产市场的变化。 另外,论文还探讨了房地产企业进行品牌营销的实施条件、基本类型。最后对吉林鑫城房地产开发公司品牌营销进行了初步设计。
[Abstract]:This paper has carried on the preliminary discussion to the real estate enterprise marketing important topic-real estate enterprise brand marketing. And the actual situation of the real estate enterprises, designed the implementation of brand marketing basic program. First, the paper discusses the basic theory of real estate brand marketing, 1) real estate brand design. Namely the real estate brand audio-visual recognition design and the real estate brand value design based on the real estate brand localization. 2) the real estate brand dissemination. The communication of real estate brand is to spread the information of real estate brand and enterprise management idea to consumers in a certain way, thus setting up the brand image of real estate in the eyes of consumers. This paper focuses on the advertising communication, public relations, sales promotion and relationship marketing of real estate brand. 3) the maintenance of real estate brand. The final establishment of real estate brand is a long-term process. After the initial establishment of real estate brand, it is necessary to maintain the brand of real estate to strengthen the impression of brand in the eyes of consumers. So that the real estate brand eventually formed in the minds of consumers. 4) the renewal of real estate brands. There are no invariable products, no fixed brands, the real estate market is changing, the real estate brands are required to make corresponding adjustments to adapt to the changes in the real estate market. In addition, the paper also discusses the implementation conditions and basic types of brand marketing in real estate enterprises. Finally, the Jilin Xincheng real estate development company brand marketing has carried on the preliminary design.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F293.35
[Abstract]:This paper has carried on the preliminary discussion to the real estate enterprise marketing important topic-real estate enterprise brand marketing. And the actual situation of the real estate enterprises, designed the implementation of brand marketing basic program. First, the paper discusses the basic theory of real estate brand marketing, 1) real estate brand design. Namely the real estate brand audio-visual recognition design and the real estate brand value design based on the real estate brand localization. 2) the real estate brand dissemination. The communication of real estate brand is to spread the information of real estate brand and enterprise management idea to consumers in a certain way, thus setting up the brand image of real estate in the eyes of consumers. This paper focuses on the advertising communication, public relations, sales promotion and relationship marketing of real estate brand. 3) the maintenance of real estate brand. The final establishment of real estate brand is a long-term process. After the initial establishment of real estate brand, it is necessary to maintain the brand of real estate to strengthen the impression of brand in the eyes of consumers. So that the real estate brand eventually formed in the minds of consumers. 4) the renewal of real estate brands. There are no invariable products, no fixed brands, the real estate market is changing, the real estate brands are required to make corresponding adjustments to adapt to the changes in the real estate market. In addition, the paper also discusses the implementation conditions and basic types of brand marketing in real estate enterprises. Finally, the Jilin Xincheng real estate development company brand marketing has carried on the preliminary design.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F293.35
【共引文献】
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