本文選題：房地產(chǎn)品牌　切入點：品牌競爭力　出處：《天津大學》2008年碩士論文　論文類型：學位論文

【摘要】： 房地產(chǎn)業(yè)已經(jīng)進入品牌競爭的時代,如何提升房地產(chǎn)企業(yè)品牌的競爭力成為擺在我國房地產(chǎn)企業(yè)面前的一個重要的問題。本文的研究目的在于:在借鑒國內(nèi)外有關房地產(chǎn)品牌競爭力評價方法研究成果的基礎上,提出適合我國房地產(chǎn)企業(yè)品牌競爭力的指標體系和評價方法,對房地產(chǎn)品牌競爭力進行測度和評價。 論文首先對國內(nèi)外品牌競爭力研究進行了綜述,分析了目前品牌競爭力研究存在的問題及亟待突破之處。 其次在對品牌、房地產(chǎn)品牌進行闡述的基礎上,提出了品牌競爭力的概念,分析了房地產(chǎn)品牌競爭力的構成要素和內(nèi)容。 然后依據(jù)我國房地產(chǎn)品牌競爭力評價指標的設計原則,設計了我國房地產(chǎn)企業(yè)品牌競爭力的評價指標體系,提出了我國房地產(chǎn)企業(yè)品牌競爭力的評價模型。 本文選用主成分分析法作為我國房地產(chǎn)品牌競爭力的評價方法,分析了該方法的優(yōu)點,介紹了構造我國房地產(chǎn)品牌競爭力評價模型的基本程序。論文從準確的市場定位、質量、良好的客戶關系、專業(yè)化、信守承諾、管理和創(chuàng)新七個方面提出了提升我國房地產(chǎn)企業(yè)品牌競爭力的對策建議。 最后,論文以天津津濱發(fā)展股份有限公司為例,對其品牌競爭力進行了實證分析。
[Abstract]:The real estate industry has entered the era of brand competition. How to improve the brand competitiveness of real estate enterprises has become an important issue in front of our real estate enterprises. The purpose of this paper is to learn from the research results of the evaluation methods of real estate brand competitiveness at home and abroad. This paper puts forward the index system and evaluation method suitable for the brand competitiveness of real estate enterprises in China, and measures and evaluates the brand competitiveness of real estate enterprises. Firstly, this paper summarizes the research on brand competitiveness at home and abroad, analyzes the existing problems and urgent problems in brand competitiveness research. Secondly, on the basis of expounding brand and real estate brand, this paper puts forward the concept of brand competitiveness, and analyzes the elements and contents of real estate brand competitiveness. Then according to the design principle of the evaluation index of the real estate brand competitiveness of our country, the evaluation index system of the brand competitiveness of the real estate enterprise of our country is designed, and the evaluation model of the brand competitiveness of the real estate enterprise of our country is put forward. This paper chooses the principal component analysis method as the evaluation method of the real estate brand competitiveness of our country, analyzes the advantages of this method, introduces the basic procedure of constructing the evaluation model of the real estate brand competitiveness of our country. Seven aspects of quality, good customer relationship, specialization, keeping promise, management and innovation are put forward to improve the brand competitiveness of Chinese real estate enterprises. Finally, taking Tianjin Jinbin Development Co., Ltd as an example, the paper makes an empirical analysis of its brand competitiveness.
【學位授予單位】：天津大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F293.3;F273.2

【引證文獻】

相關博士學位論文 前1條

1 張放;企業(yè)品牌競爭力及其評價研究[D];武漢理工大學;2010年

相關碩士學位論文 前3條

1 張文;基于顧客價值的溫州服裝企業(yè)品牌競爭力研究[D];寧波大學;2011年

2 黃曉莉;清源山景區(qū)品牌戰(zhàn)略研究[D];南昌大學;2011年

3 郭承鑫;萬科品牌競爭力評價及提升研究[D];中國地質大學(北京);2012年

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本文編號：1633925