本文選題：房地產品牌 + 品牌戰(zhàn)略��； 參考：《北京交通大學》2008年碩士論文

【摘要】： 我國的房地產業(yè)經過20年的發(fā)展,已成為國家的支柱性產業(yè)。黨的十七大首次將“住有所居”寫入報告中,同時提出“健全廉租住房制度,加快解決城市低收入家庭住房困難”的住房保障制度�！傲夥俊洕m用房——雙限房——單限房——商品房”的梯度住房供給制度構想初步形成,房地產市場逐漸規(guī)范,市場競爭加劇,行業(yè)內整合進程加快,房地產的品牌競爭時代已經來臨。 中鐵地產作為中國鐵建房地產板塊的品牌運行主體,制定了明確的品牌發(fā)展戰(zhàn)略,提出以品牌力量推動企業(yè)實力增強、管理升級、規(guī)模擴張、利潤增長。因此,如何實施品牌戰(zhàn)略,構建中鐵地產強勢品牌是公司面臨的非常重要和緊迫的問題。 本文在對品牌理論進行研究的基礎上,深入分析了當前我國房地產品牌建設的現狀和發(fā)展趨勢,并結合中鐵地產的實際情況,初步完善了公司的品牌發(fā)展戰(zhàn)略體系,并對中鐵地產實施品牌戰(zhàn)略和品牌構建中存在的主要問題進行分析,提出品牌構建的層次和構建體系,同時對品牌傳播和品牌管理方法進行了探索性的研究。 目前,房地產企業(yè)的品牌意識和品牌觀念已普遍提高,行業(yè)領導品牌的品牌價值大幅增長,品牌在推動企業(yè)發(fā)展方面的作用不斷增強。本文提出的品牌戰(zhàn)略和品牌構建體系將對中鐵地產的發(fā)展和品牌影響力的提高,發(fā)揮一定作用,對同類房地產企業(yè)的品牌建設也將提供可行的操作方案和可借鑒的經驗。
[Abstract]:China's real estate industry has become a pillar industry after 20 years of development. The 17th National Congress of the Communist Party of China (CPC) for the first time included "living in housing" in the report, and proposed a housing security system of "perfecting the system of low-rent housing and speeding up the solution to the housing difficulties of low-income families in urban areas". The concept of gradient housing supply system of "low rent housing comfortable housing double limited housing-single limited housing-commercial housing" is initially formed, the real estate market is gradually standardized, the market competition intensifies, and the integration process within the industry accelerates. The era of real estate brand competition has come. China Railway Real Estate, as the main body of brand operation of China Railway Construction real estate sector, has formulated a clear brand development strategy and put forward the idea of promoting enterprise strength, management upgrading, scale expansion and profit growth by brand strength. Therefore, how to implement brand strategy and build a strong brand of China Railway Real Estate is a very important and urgent problem faced by the company. Based on the research of brand theory, this paper deeply analyzes the current situation and development trend of real estate brand construction in China, and in combination with the actual situation of China Railway Real Estate, it preliminarily improves the brand development strategy system of the company. It also analyzes the main problems in the implementation of brand strategy and brand construction of China Railway Real Estate, puts forward the level and system of brand construction, and makes an exploratory study on brand communication and brand management methods. At present, the brand awareness and brand concept of the real estate enterprises have been generally improved, the brand value of the industry-led brand has increased significantly, and the role of the brand in promoting the development of the enterprise has been continuously enhanced. The brand strategy and brand construction system proposed in this paper will play a certain role in the development of China Railway Real Estate and the improvement of brand influence. It will also provide feasible operation plan and experience for reference to the brand construction of similar real estate enterprises.
【學位授予單位】：北京交通大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F293.3

【引證文獻】

相關碩士學位論文 前1條

1 楊紹華;銅陵市房地產市場分析與政府監(jiān)管對策研究[D];安徽大學;2011年

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本文編號：1791906