融创置业集团品牌发展研究

【作者】 肖新苗；

【导师】 洪开荣；

【作者基本信息】 中南大学 ， 工商管理， 2010， 硕士

【摘要】 房地产业具有资本密集、投资与消费双重性、受金融市场的强烈影响性、政府干预性等特征,这使其对市场变化、调控政策等反应更为敏感,加之自身资源与能力都在发生变化,房地产企业越来越认识到品牌营销的重要性,因此,要进一步提高融创置业集团的竞争力,唯有增强品牌的市场影响力,积极实施名牌战略。本文首先对品牌营销相关理论进行了综述,为融创置业品牌营销策略的制定奠定了理论基础。接着运用SWOT分析方法总结了企业的优势条件、不足之处,发展机遇和经营风险和威胁。在此基础上,从品牌目标、品牌定位、品牌管理体系、品牌传播与推广、品牌建设效果评估和改进五个方面提出了具体的品牌营销策略。本文运用品牌营销的相关理论,系统地研究了融创置业品牌营销方案的制定、实施及相应的评价改进方法。更多还原

【Abstract】 The real estate industry has a capital-intensive, duality of investment and consumption, the strong influenced of financial markets, government intervention and other features, which make its reaction more sensitive to the market changes and regulatory policies,, As well, their own resources and capabilities are dynamically changing in the real estate enterprises increasingly recognize the relative importance of brand strategy. Therefore, in a bid for higher competitiveness of Rong-Chuang Company-one real estate, only have we enhanced brand market competition consciousness, implemented the well-known brand strategy positively.In this paper, the brand marketing-related theories are reviewed firstly, and then put forward the basic principles and basic procedures of cigarette brand marketing activities, which is a theoretical basis for the development of Rong-Chuang Company-one real estate marketing strategy. With the help of SWOT method, the author summarizes the advantages and disadvantages, chances, threats and risks. On this basis, plenty of effective brand marketing activities are recommended for brand development from the brand target; brand positioning, brand-name management system, brand communication and promotion, and performance evaluation and improvement of brand building five aspects.Using the brand marketing and marketing-related theories, this paper studies brand marketing strategy formulation, implementation and the corresponding evaluation and control method of the Rong-Chuang Company-one real estate in a systematic way.更多还原