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房地产品牌管理战略研究

文档名称:房地产品牌管理战略研究
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文档名称:房地产品牌管理战略研究
文档关注次数:1312
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
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文档大小:3105KB
上传者:SC1016520
添加时间:2019/05/14
内容摘要:
同济大学
硕士学位论文
房地产品牌管理战略研究
姓名:陶学梅
申请学位级别:硕士
专业:公共管理?土地资源管理
指导教师:施建网
20060301
摘要
摘要
随着房地产业竞争的日益激烈和房产、土地市场管理的日益规范,新房地产
项目的成功仅仅靠地段、靠点子的时代己经一去不复返了。住宅已经从单纯的消
费品向投资品转变,房地产市场也逐步由卖方市场向买方市场转变。于是越来越
多的房地产开发商开始思考如何增强企业的竞争力,如何在激烈的竞争中脱颖而
出。因此,打造品牌、提升品牌已成为许多有实力、有影响的房地产开发企业的
理念与行动,品牌的建立和塑造己经成为当前众多开发商开拓市场的重要手段
作为市场竞争的最高形式,品牌竞争成为今后我国房地产市场竞争的主要形式已
是大势所趋。
本文围绕着房地产品牌管理战略为主要线索展开,从理论和实际两方面探讨
品牌管理相关问题。房地产品牌战略是指用工程化的科学设计和精确的方法系统
地为塑造和维护品牌而进行的所有工作的总称,其实际上是一种以品牌为中心的
企业整体营销战略,这个战略区别诸如以利润为中心、以市场份额为中心等的其
他营销战略,是将品牌管理作为最重要的任务和出发点。
全文主要有五部分:第一部分介绍品牌的基本理论以及我国房地产品牌发展
的现状及问题,提出了房地产品牌管理流程总体思路和框架;第二部分分析房地
产项目品牌和企业品牌的定位;第三部分讨论了房地产品牌两种传播形式,即广
告和公共关系,并且强调了两者的互动关系;第四部分是本文的重心,指出从房
地产客户关系管理和品牌危机管理两方面进行房地产品牌的维护;第五部分给出
了房地产品牌扩张策略。
本文主要有以下观点:第一,将房地产品牌分项目品牌和企业品牌,并分析
了两者之间的区别和联系;第二,提出了从客户关系管理和品牌危机管理两个方
面来进行房地产品牌维护;第三,在品牌预警管理过程中,根据品牌危机影响因
素,设计了一套房地产品牌安全性指标,运用层次分析法,构建了品牌预警模型。
关键词:房地产品牌管理品牌维护品牌危机
Abstract
Abstract
As the competition in real estate industry
becomes more and more intense and
the real estate market tends to be standardized, the success of real estate project does
not depend on some distinct ideas any more. House has bec
come Investment
merchandise from only consumer goods, and the market has become a buy-off market
from a selling-off market gradually. Facing intense competition, more and more real
estate company starts to consider how to improve its competition ability and won the
competition advantages in the complex market. Therefore, it has become the
conception and action of many influential real estate development enterprises to build
brand and upgrade brand. Establishing and building brand has become the importan
means of a lot of actual real estate developers. But as highest competition, brand
competition is destined to be the major competition in domestic real estate market
Structured with brand management, this thesis discusses the brand management
from the theory and practice. The management of brand is the total appellation of all
works that will be done in the process of cultivating and maintaining the brand
through scientific design and accurate operation. In fact, it is a complete marketing
strategy emphasizing on brand. Comparing with the strategy emphasizing on profit or
market share, it takes the management of brand as the main task and the start point
The article has five parts: the first part introduces the basic theory of brand and
the present situation of domestic real estate market and the feature of real estate
brand, and puts forward general thoughts and structure of real estate brand
management; The second part analyzes the location tactics of real estate project brand
and enterprise brand; The third part discusses two spread ways for real estate brand,
ad and public relations: The fourth part, the key part of this paper, analyzes the
Importance of real estate brand maintenance from real estate CRM and brand crisis
management; The fifth part analyzes brand expand strategy of real estate
There are some main points in our work. The first, dividing the real estate brand
into project brand and enterprise brand, this paper analyzes distinction and connection
between two brands. The second, this paper brings forward the point to maintai
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