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新泰安家品牌建设研究

文档名称:新泰安家品牌建设研究
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文档名称:新泰安家品牌建设研究
文档关注次数:1183
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 新泰安家品牌建设研究 免费下载 Word格式 新泰安家品牌建设研究 免费下载免费下载文档
文档大小:2074KB
上传者:wbk0807
添加时间:2019/05/14
内容摘要:
大连理工大学
上学位论文
新泰交家品髀建设研究
姓名:袁晓姫
甲请学位级别:倾
专?业:工商管理
指导教帅:董大海
摘要
大连的房地产中介行业发展相对落后,整个行业的竞争还停留在最低级的阶
段,即以广告投入进行拼杀的阶段。但是行业正在由无序走向规范,出规模小而
散走向规模化、连锁化。很多企业已经认识到了这一点,但大连的品牌企业极少
没有成热的经验,没有先例可循,资何容易。所以,对于一家有远大抱负的公司
来说,行业的转型期正是进行品牌建设的最佳时机。而品牌建设又可以解决公司
现在的影响公司发展的各类问题。
在研究过程中,首先进行的是公司外部分析。通过市场调研分析了行业现状、
行业未来的发展趋势、竞争对手及顾客行业。只有顺应了行业发展的大趋势,扬
长避短地建立以顾客为导向的服务组织,公司才能够有更大的发展。
其次对公司内部进行了分析。具体分为营销战略定位分析、营销组合策略分
析、营销组织管理分析、企业文化分析、资源分析和SWOT分析。通过这些方面
的分析,从公司的各个层面区别出优勢与劣势,为公司进一步实施品牌建设策略
提供了依据。
根据以上各个方面的分析,确定了全新的企业战略,并根据已确定的战略目
标,制订了具体的实施方案。品牌的建设毕竞是一个巨大的系统工程,并不是
朝一夕可以实现的,所以要做的工作很多。其中着重介绍了企业文化的建设、服
务流程再造、整合营销传播
通过研究,可以为企业提供可行方案来实施品牌战略。只要企业能够坚持“简
单的事情重复做”就可以走上成功之路。
关键词:品牌建设;环境分析;实施方案
Abstract
The development of the Real Estate Broking in Dalian relatively lags behind
The industrial competition is still in the low-grade phase, namely the phase in which
the brokers compete against each other mainly through the amount of input for
advertising. Nevertheless, the whole industry is transferring from the state of small
scale and decentralization to the state of sweeping and chaining,. Most enterprises
have realized the point above but it is very difficult for them to follow the trend since
there are rare high-quality broking in Dalian and also lack of successful precedent and
mature experiences for reference. So for an broking with full of ambition, it is
appropriate to build its own brand during the period of transformation of industry
Furthermore, innovating a new brand can also resolve all sorts of problems existing
and blocking the development of the broking now
During the research, the first step is to analyze the outside aspects of a company.
Through market investigation, we analyze the status quo, future direction in this
industry, rivals and customer industry. None but by temporizing the general trend of
industry and by fostering strengths and circumventing weaknesses to build the
customer-guide service organizations, the company will get a further development
Secondly we analyze the interior of a company. It can be divided concretely
into analyzing the orientation of marketing strategy, analyzing combination of
marketing strategy, analyzing management of marketing organizations, analyzing the
corporate culture, analyzing resourees and analyzing SWOT. Through these analysis
on each lay of the company, we can identify the advantage and disadvantage to
rovide the evidences for the company to implement the new brand stratagem.
According to all analysis above, a brand new corporate strategy has been made
Furthermore, a detailed enactment consistent with this objective has been tailored too
Innovating a new brand is a huge and systematic process, instead of a small project to
be finished in one day, so we have a lot work covering many aspects to do. Among the
analysis, we substantively introduce the corporate culture construction, service
procedure renovation and sales channels incorporation. It will offer companies with a
feasible precept in order to facilitate the realization of a brand new stratagem. This
point also manifested in ongoing research. Broking will achieve success as long as
they insist on practicing again and again things that is simple to them to do
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