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房地产品牌建设研究

文档名称:房地产品牌建设研究
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文档名称:房地产品牌建设研究
文档关注次数:1108
文档格式:纸质版或者PDF电子版(用Acrobat Reader打开)或Word版本doc格式
PDF格式 房地产品牌建设研究 免费下载 Word格式 房地产品牌建设研究 免费下载免费下载文档
文档大小:2274KB
上传者:z75700122
添加时间:2019/05/14
内容摘要:
河海大学
硕士学位论文
房地产品牌建设硏究
姓名:干震
中请学位级别:上
专?:企业管理
指导教帅:线胆潮
20030601
可海大学士学位论文
房地产品牌叇设研究
摘要
目前,我国房地产业正处于一个飞速发展阶段,随着房地产业的发展,消费者对居住品质提
出了更高的要求。然而,在我国房地产市场上,很多房地产项目約品质不高,消费者的生活方式
和身份地位不能得到很好体现,消费者迫切希望房地产企业的品牌能够很好地保障他们的利益。
虽然消费者越发看重房地产品牌,但我国房地产企业对品牌没有给予足够的重视。房地广产企
业普遍缺乏连贯性的品牌策略,未建立起有效的品牌管理架构。少数知名度高、有实力的房地产
企业,然具有发展品牌的意识,但缺乏清晰的品牌内涵和完整的品牌策略,不能熟练地整合运
用各种传播手段来统一进行品牌推广,房地产品牌在消费者心目中的形象定位模,品牌的市场
影响力度还比较薄弱。正是在这种情况下,将品牌建设理论与房地产特征相结合,探索房地产企
业的品牌建设之路就显得非常有意义
本论文首先分析了房地产品牌对于消费者的功能性和象征性价值,并以此作为房地产品牌建
设的目标。接着,从功能性和象征性两个方面对房地产品裨定位进行了研究,并将品定位运用
到房地产项日开发的过程中去。品牌延伸是伴随着品牌定位产生的。本论文在论述房地产品牌延
伸时,充分考虑房地产品牌的功能性和象征性价值,确定了房地产品牌延伸的方向,并进行了相
应的延伸策略论述。品牌传播是房地产品牌与消费者建立联系的重要組带,它贯穿于房地产品牌
建设的全过程,因此,房地产品牌传播成为了本沦文研究的一个重点。本论文首先确定了房地产
品牌传播的目标,然后在这个目标的指引下选择运用各种品牌传播工具,把房地产品牌的功能性
和象征性利益传递给消费者。
关键词:房地产品牌、品牌定位、品牌延伸、品牌传播
河海大学上学位论文
房池产品牌健设研究
Abstract
Now, the real estate industry of our country is being placed in a flying stage. Along
with the deve lopment of the real estate industry, consumers, request to live comfortably
is bringing up higher=y. However, on the real estate market of our country, the quality
of a lot of real estate items is not high, consumers'life style cant setting very
well, consumers urgently hope real estate brand can nicely guarantee their benefits
Aithough consumers think greatly of real estate brand, real
enterprises of our country do not give enough thought to brand. Real estate business
enterprises widely lack connected brand strategy and do not establish the structure of
valid brand management. AI
eal estate business enterr
have developed
the consciousness of the brand, they lack clear brand meaning and complete brand
strategy, can t expertly integrate every kind of spreading means to unify the brand
expansion. The image of real estate brand in the consumers heart is misty. The market
influence of real estate brand is very weak. Exactly in that case, combining brand
development theories and real estate characteristic together, investigating the road of
brand development of real estate business enterprise is very righteousness
Firstly, This thesis analyzes the func tion and symbol value of real estate brand for
consumer and takes it as the target of real estate brand development. Immediately
after, this thesis researches real estate brand positioning with two aspects of symbo
and function, and make use of the brand position developing to the real estate item. Brand
extension is accompanied with brand position. This thesis considers greatly of the
function and symbol value of real estate brand and makes sure of the direction of rea
estate brand extention, and discusses the strategy of real estate brand extention. Real
estate brand spread is an important part of real estate brand development. Above all, this
thesis makes sure of the target of real estate brand spread, then under the guide line
of this target, chooses and applicates every kind of brand media, delivers consumer the
function symbol benefits of the real estate brand
Key words: real estate brand, brand position, brand extention, brand spread
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