论房地产品牌与消费者生活方式的互动性

发布时间：2018-10-22 14:12

【摘要】：至1980年邓小平同志发表了关于中国住宅业和建筑业的讲话之后，中国的建筑业就发生了翻天覆地的变化，一时间房地产行业几乎成了最热门的，在大多数人眼里，也成了稳赢不亏的行业。但从2004年起，国家面对整体经济过热的局势，调整了相关的政策，从对信贷和土地采取相关措施,到最近才颁布的限购令，随着政府对房地产产业的管理，房地产产业势必引起翻天覆地的变化，竞争也将越来越激烈。如何在激烈的竞争中得以生存，对中国各房地产品牌而言都是一个亟待解决的问题。而解决问题的关键之处还在于房地产企业自身的品牌建设，加强房地产品牌与消费者生活方式的互动。利用整合营销，加大房地产品牌与消费者生活方式的互动，对房地产企业营销的各个环节进行整合，让各个环节传达的企业信息得以统一，树立统一的品牌形象，让消费者接收到统一的品牌信息，，从而达到一种双向的沟通。本文以消费者为核心，以整合营销为理论依据，通过消费者生活方式的分析，找到房地产企业与消费者沟通的突破口，变消费者需要为需求。针对消费者的行为模式特点来改进整合营销的方式，达到一种房地产品牌与消费者生活方式的互动。于此同时，提出通过以广告、公共关系、促销，这大三传播手段来整合房地产企业的传播工具，加强房地产品牌与消费者生活方式的互动，从而达到向消费者传到统一信息的目的。除此之外，通过对户型设计、售房价格、售房环境以及顾客服务等品牌接触点的整合，使这些品牌接触点能够向消费者传递同一种信息，达到与消费者的互动，从而树立统一的品牌形象。通过对整合消费者生活方式、传播手段、品牌接触点这三个不同的层面，使这三者达成一股合力，从而加强房地产品牌与消费者生活方式的互动性，为房地产营销服务。
[Abstract]:By 1980, after Comrade Deng Xiaoping gave a speech on China's housing and construction industries, the construction industry in China had undergone earth-shaking changes. At one point, the real estate industry became almost the most popular, in the eyes of most people. Also has become the steady win not to lose the profession. But since 2004, in the face of the overheated economy as a whole, the state has adjusted its relevant policies, from taking relevant measures on credit and land, to the recently issued purchase restrictions, as the government manages the real estate industry. Real estate industry is bound to cause earth-shaking changes, competition will become more and more intense. How to survive in the fierce competition is an urgent problem for Chinese real estate brands. The key to solve the problem lies in the brand construction of real estate enterprises and the interaction between real estate brands and consumer lifestyles. By means of integrated marketing, the interaction between real estate brand and consumer life style is increased, and all links of real estate enterprise marketing are integrated, so that the enterprise information conveyed by each link can be unified, and a unified brand image can be established. Let consumers receive unified brand information, thus achieving a two-way communication. This article takes the consumer as the core, takes the integration marketing as the theoretical basis, through the consumer life style analysis, finds the real estate enterprise and the consumer communication breakthrough, changes the consumer needs into the demand. According to the characteristics of consumer's behavior mode, the integrated marketing mode is improved to achieve the interaction between real estate brand and consumer's lifestyle. At the same time, it is proposed to integrate the means of communication of real estate enterprises through advertising, public relations, promotion, which is a means of communication in the third year, and to strengthen the interaction between real estate brands and consumer lifestyles. In order to achieve the purpose of transmitting unified information to consumers. In addition, through the integration of brand contact points such as household design, house price, housing environment and customer service, these brand contact points can deliver the same information to consumers and achieve interaction with consumers. In order to establish a unified brand image. Through the integration of consumer lifestyle, means of communication, brand contact point of these three different levels, so that these three reach a joint force, so as to strengthen the real estate brand and consumer lifestyle interaction, for real estate marketing services.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F293.3

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