【作者】 闫震霞；

【导师】 彭兆祺；

【作者基本信息】 北京交通大学 ， 工商管理， 2008， 硕士

【摘要】 随着我国房地产市场的发展,房地产开发企业之间的竞争不断加剧,房地产开发的品牌竞争时代已经到来。国家政策的调整、大型房地产企业的扩张、外资企业的进入,这对于处于夹缝中生存的弱势群体中小房地产企业来说,是机遇与挑战并存。中小房地产开发企业面对竞争日趋激烈的市场现状,必须依靠项目和服务走品牌建设之路。本文在研究上采用理论分析与实证分析相结合的方法,结合有关品牌理论对中小房地产企业品牌建设的思路与具体做法进行研究论述。中小房地产企业进行品牌建设过程中会受到企业开发项目、企业规模、企业财力、人员素质制约因素的影响。本文以山东海盟实业有限公司为研究对象,发现海盟实业对品牌建设认识不足,缺乏正确的品牌观念,物业管理制度不规范,管理人才缺乏,组织机构保障不到位等原因影响了公司品牌建设的发展。结合目前东营市房地产市场的特点和公司的现状,指出公司在品牌建设过程中必须正确处理好项目品牌与企业品牌的关系,强化全员品牌意识为前提,提高物业服务水平,加强自身管理,在确保产品品质的基础上,实施准确的品牌定位,提高品牌传播与推广的效果。中小发展商在如今的市场竞争中,只有清楚自身的优势、劣势,详细分析市场的实际供求需要,抓住市场机遇,制定适合本企业的品牌建设策略,才能不断壮大自身。更多还原

【Abstract】 With China’s real estate market development, the competition is growing among real estate development enterprises; the era of the brand competition has been coming. Facing to State policy adjustments, the expansion of large-scale real estate enterprises, foreign-funded enterprises to enter, the vulnerable groups in the small and medium-sized real estate enterprises in a jam are both opportunities and challenges. The small and medium-sized real estate development enterprises face an increasingly competitive market situation; they must take the road of brand building relying on projects and servicesBased on the method of theoretical and empirical analysis, combined with theory of relevant brand building, this article described thinking and concrete actions of the brand building of small and medium-sized real estate enterprises. Small and medium-sized real estate enterprises in brand building will be limited by some factors, such as enterprise development projects, the scale of enterprises, financial enterprises, the quality of personnel constraints. In this paper, taking Shandong Haimeng Industrial Co., Ltd. as study object, found some questions affecting the brand building, such as inadequate understanding of brand building, the lack of the right brand concept, non-standard property management system, the lack of management talents, organizational security is not in place, etc.Combined with the current real estate market characteristics of Dongying City and company own status, pointing out that companies in brand-building process must correctly handle relationships between the project brand and corporate brand, enhance brand awareness for the staff, enhance their service levels, strengthen their own management, implement accurate brand positioning on the basis of product quality, improve the effect of brand spread and popularization.In today’s competitive market, only those small and medium-sized developers who understand their own strengths, weaknesses, detailed analysis of the actual market supply and demand needs, seizing market opportunities, establishing suitable strategy for the development of the enterprise’s brand can develop continually.更多还原