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房地产企业的品牌建设探析

文档名称:房地产企业的品牌建设探析
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文档名称:房地产企业的品牌建设探析
文档关注次数:120
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文档大小:3360KB
上传者:大震子
添加时间:2019/05/14
内容摘要:
河北大学
倾士学位论文
房地产企业的品牌建设探析
姓名:赵颖
申请学位级别:硕士
专业:工商管理
指导教师:钟伟
2010-12
摘要
摘要
房地产企业的品牌建设是随着市场经济的发展以及良性的市场竞争体系的形成而
对房地产企业的必然要求。由于我国房地产业起步较晚,企业在品牌建设方面可借鉴的
经验少,大多数房地产企业没有一套完整的品牌建设方法,且现有的房地产品牌的市场
影响力仍然薄弱。
本文针对我国房地产企业品牌建设的现状及存在的问题,提出一个较为完整的品脚
建设思路。文章将房地产企业品牌建设的过程概括为品牌塑造、品牌传播和维护。首先
通过对多个房地产企业在品牌建设方面取得的成功经验进行分析,并总结前人已有的理
论成果,将房地产企业的品牌塑造概括为:外在形象和内在价值炳方面的工作。接着提
出对己树立的品脚进行传播与维护的方式。其中阐述了房地产企业对各种传播途径的具
体运用。在品脚的维护方面论述了企业诚信、创新及领导者个人品脚对企业品牌的影响
从而扩大了企业品牌建设的外延。
本文的观点对于房地产企业正确认识品脚建设的重要性,准确把握品牌建设的内涵
与外延,做到内外兼修,具有一定的理论和实际意义;本文列举的多个成功实例对房地
产企业进行品牌建设的实践具有一定的参考价值。
关键词房地产企业;品牌;塑造;传播;维护
Abstract
Real estate enterprise brand building is along with the development of market econom
and benign competition in the market of the formation and the inevitable requirement of real
estate enterprises. Because Chinas real estate industry started late in the brand construction
enterprise can draw experience less, most real estate enterprise doesn't have a complete brand
construction method, and the current real estate brand marketing clout is still weak
Aiming at Chinas real estate enterprise brand construction the present conditions and
existing problems, and proposes a more complete brand construction ideas. This article will
real estate enterprise brand reconstruction process of generalization for branding, brand
management and maintenance. Based on multiple real estate enterprises in the brand
construction the successful experience in analysis, and summarize preciously existing
achievements in theory, will estate enterprise brand shaping can be summarized as follows
the external image and the intrinsic value of two aspects. Then puts forward has built up the
brand communication and maintained. Which expounds on various real estate enterprises
dissemination of specific application. In the brand maintenance discusses enterprise
trustworthiness, innovation and leader personal brand for corporate brand influence, in order
to expand the enterprise brand construction's extension
The point of this article for real estate enterprises correct understanding of the importance
of brand building, an accurate grasp of the brand construction the connotation and denotation
accomplish inside and outside to hold concurrently to fix, has certain theoretical and practical
significance; This paper lists several successful example of real estate enterprise brand
construction practice to have the certain reference value
Keywords Real estate enterprises; Brand; Shape; Dissemination; Maintain
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