房地产企业的品牌战略研究

【作者】 李仲；

【导师】 罗敏；

【作者基本信息】 贵州大学 ， 工商管理， 2006， 硕士

【摘要】 随着房地产业的发展和人们生活水平的提高，房地产企业和消费者对“房地产品牌”的认知正逐渐凸显。品牌不仅成为房地产企业实现利润最大化的保证，而且也是对消费者所购买的产品质量和信誉的保证。当品牌在企业、产品及消费者之间充当重要角色的时候，房地产企业不但对品牌经营的关注呈现出前所未有的热情，就连消费者也开始对某一品牌的青睐。如何树立品牌意识，巩固、挖掘和提升企业的品牌价值，建立品牌忠诚，进行品牌竞争，引导品牌消费是当前中国房地产业一个亟待解决的问题。这不仅需要政府部门和中介机构加强对中国房地产企业的品牌竞争的引导，而且还需要房地产企业本身应建立长远的品牌发展战略。诚然，本文掀起了对房地产企业品牌战略的研究。在研究中，以引入CIS理论为亮点，从最基础的品牌战略理论入手，引出房地产企业品牌战略的内涵；根据成都房地产行业的特点，勾勒出成都房地产企业实施品牌战略的现状，并进一步挖掘出房地产企业实施品牌战略的难点和误区；最后提炼出房地产企业实施品牌战略的基本策略：那就是要导入CIS系统、树立强烈的品牌意识、进行准确的品牌定位、提高品牌的知名度、培育品牌的忠诚度和加强品牌的美誉度。通过理论阐述、个案分析、类比研究，得出房地产企业实施品牌战略的一般性方法论。既为房地产企业实施品牌战略指明了方向，又为房地产企业实施品牌战略提供了一种新的思路。更多还原

【Abstract】 With the development of the real estate industry and the development of the people’s life, the real estate business enterprise and the consumer gradually highlight towards perception of "real estate brand". The brand not only becomes the real estate business enterprise to realize what profits maximize to guarantee, but also is guaranteed product quantity and reputation of the consumer purchases. When the brand as an important role among the business enterprise, product and consumer, real estate business enterprise not only presents the unprecedented enthusiasm towards concern of brand management, the consumer but also begins to favor some a brand. How to set up the brand consciousness, and make stronger, scoop out and promote the value of the business enterprise’s brand, and establish brand loyalty, precede brand competition, leading brand consume is a very important problem of current Chinese real estate industry. This solution does not only-need the government to enhance leading to compete of Chinese real estate business enterprise, and need the real estate business enterprise to establish the development strategy of farsighted brand.Perfectly, the text brings about to research real estate business enterprise brand strategy. In the research, with a bright pointing into the CIS theories , and commence from the theories of the most basal brand strategy, derivation real estate business enterprise brand the strategy’s internal meaning; According to the characteristics of Chengdu real estate industry, delineate Chengdu real estate business enterprise into the present condition of the brand strategy, and further dig out the real estate business enterprise to practice the difficult point and the mistake area of the brand strategy; Finally refine out the real estate business enterprise to practice the basic strategy of the brand strategy: That is to want to duct into the CIS system, set up the strong brand consciousness, proceed accurate brand fixed position, increase the brand’s popularity, grow the brand’s loyalty and enhance the brand’s good reputation degrees. As the theories’ describe, individual cases’ the analysis, type to compare the research, and point out the general methodology that real estate business enterprise put brand strategy into practice. Since puts for real estate business enterprise into practice the brand strategy indicated the direction, and puts for real estate business enterprise into practice the brand strategy provided a new solution.更多还原