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我国房地产品牌建设研究

文档名称:我国房地产品牌建设研究
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文档名称:我国房地产品牌建设研究
文档关注次数:1248
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文档大小:2564KB
上传者:希堂fan
添加时间:2019/05/14
内容摘要:
1147286
BITYRPE/
895
天火岁

中国近代第一所大学
T IANJIN UNIVERSTY
FOUNDED IN 1895
と学位论文
M SDSSERTATON
学科专业:企业管理
作者姓名
捕号导教师数报
天津大学研究生院
2005年12月
中文摘要
本文以近年来我国房地产行业的基本环境为背景,针对目前我国房地产企业
所处的发展阶段,对房地产品牌建设进行了重点研究。研究内容涉及:我国房地
产品牌定位、品牌决策、品牌管理、品牌整合传播和品牌价值等方面。
1998年,我国政府推行住房改革,实行住房商品化、货币化之后,房地产
市场逐渐形成。初期的房地产市场面临着消费者空前高涨的购房需求,卖方市场
极大的抑制了行业品牌的成长和产品质量的提升。近年来,随着我国土地交易、
金融政策日趋规范和透明,更激烈的市场竞争将随之而来:大规模资本及实力竞
争者纷纷涌入,房地产企业展开规模化经营和异地扩张,行业水平迅速提高,产
品趋于同质,规模、产品力的竞争将日趋激烈,房地产市场将由供不应求向供求
平衡转变,品牌的影响力日渐凸显。
本文结合国内外品牌建设方面的相关理论和我国房地产行业的发展趋势与
特点,采用了定性与定量分析相结合、理论研究与实践相结合的方法,针对我国
房地产企业品牌建设工作的现状进行了分析,在此基础上,提出了我国房地产品
牌建设的策略与建议。最后通过实证分析,验证了房地产品牌建设实施策略具有
定的实践指导作用。
关键词:房地产品牌建设品牌价值品牌定位品牌管理
ABSITRACT
Taking the basic environment of Chinese real estate in recent years as a wide
picture, in accordance with the cycle of the current real estate company, the article
places emphasis on the research of the real estate brand building. The research
involves in Chinese real estate brand positioning, brand strategy, brand management,
brand integrated communication, brand value, etc
In 1998, the real estate market began to form, after government had promoted
housing reform and carried out the commercialization and monetization of housing.
At the first stage, customers'requirement is rising to an unprecedented height in real
estate market; as a result, seller's market immensely restrained the improvement of
brands and products quality. In recent years, our land transaction and financial policy
has become standardized and transparent step by step. Consequently strong
competition has followed. arge investment capital and powerful competitors have
swarmed into the market in succession; many real estate companies have launched
into enlarging their business scale and spreading in different places; and the industry
level has been improved quickly. Meanwhile projects are being more and more
homogeneous; the competition between scale and product is getting severer; the real
estate market is turning to balance between supply and demand; and the impact of
brand is becoming effective
Relative theories of brand building inboard and outboard and developing trend
and feathers off Chinese real estate are integrated into the article. The methodologies
adopted in it are a combination of qualitative and quantitative analysis. The theoretical
approach and the field research go together to address the above issues. Based on the
above analysis, some strategies and suggestions aiming at Chinese real estate brand
building are proposed. In the ending, the strategies are proved to be guidable for
practice via the analysis of an instance
Key Words: Real Estate, Brand Building, Brand Value, Brand Positioning, Brand
Management
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