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恒大地产品牌建设分析

文档名称:恒大地产品牌建设分析
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文档名称:恒大地产品牌建设分析
文档关注次数:1142
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文档大小:3847KB
上传者:hwolf888
添加时间:2019/05/14
内容摘要:
首都经济贸易大学
硕士学位论文
恒大地产品牌建设分析
姓名:周苑
申请学位级别:硕士
专业:工商管理硕士(MBA)
指导教师:温宏建
201103
首都经济贸易大学硕!:学位论文
恒大地产品牌建设分析
摘要
随着我国房地产行业近几年内的迅猛发展,品牌建设也成为了每家房地产开发
商,扩大市场份额和提高销售业绩的核心竟争手段。而成功的品牌建设不但会给企业
带来可观的利润回报,更是把自身的产品在消费者们当中得到更广泛的认可。
本文目的在于通过对恒大的品牌建设分析,能系统的了解到在经济和政策的不断
变化之中,以及在经营环境和经营状况的复杂影响之下,如何更有力的坚持自身的品
牌建设,并且要做到如何使品脾建设得以继续的传播和延伸,而从中深刻体会到恒大
对品牌建设过往的艰辛磨练和未来的发展趋势,更是强化了整个房地产行业对品牌建
设的重要认识和危机处理意识。
本文采取了对恒大的品牌建设营销和品牌建设策略上,和对品牌建设的提升与推
广上加以详细介绍。通过对大量文献相关理论的归纳总结,和对具体个案案例的深度
研究,再有与其他同行业的数据比较之下,使得大家在品牌建设方面有了更深入的了
解,在品牌文化,品牌定位,品牌价值上,进一步论证了品牌建设对企业自身的深远
影响。
论文的研究结果表明了恒大这几年的迅速发展与其品牌建设密不可分,而且更加
的突出了在竞争日益激烈的房地产行业实施品牌建设的必要性和重要性,这对我国现
阶段其他房地产开发商在品牌建设的道路上,具有借鉴意义。
关键词品牌建设营销策略恒大地产
首都经济贸易大学硕七学位论文
恒人地产品牌建设分析
Abstract
With Chinese estate industry in recent years the rapid development the brand
construction is going to expand the market share and improve sales performance for all the
estate developers, and should be core competition method. The successful brand
construction will not only bring the considerable profit repayment to the enterprise, more
important thing is for their own products in consumers of get more extensive approbate
The purpose of this text lies in through the hengda brand construction of analysis, to
system understand that during the economy and policy constantly change, and the business
environment and business status under the influence of the complex. How to get more
powerful for keep upholding its own brand construction, and how to make the brand
construction can continue to spread and extension, from which realized profoundly hengda
brand construction past hardships, and the future trend of development, also strengthened
the entire real estate industries for brand building the important understanding and dealing
with crisis consciousness
This text has taken on hengda group brand construction marketing and brand
construction strateg and promotion is dependent on detailed introduction. Based on the
related theory of a large number of documents, and summarized the depth of concrete cases
another case study with other industry data comparison made everybody in under the brand
construction has a more in-depth understanding of, in the brand culture, brand orientation,
brand value, and further demonstrates the brand construction of enterprises own profound
influence
My research results indicate that the hengda group on this several years of rapid
development and brand construction inseparable, and more prominent in the increasingly
competitive real estate industry to implement the necessity and importance of brand
building, the our country present stage other real estate developers in brand building roads,
significance
Key words: brand construction, marketing strategy, hengda estate
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