【摘要】： 近幾年來,隨著我國(guó)房地產(chǎn)行業(yè)的發(fā)展,一些明智的發(fā)展商己充分意識(shí)到品牌建設(shè)是企業(yè)占領(lǐng)市場(chǎng)、提高市場(chǎng)占有份額的重要手段,是企業(yè)做大做強(qiáng)的重要保證,房地產(chǎn)行業(yè)己進(jìn)入品牌競(jìng)爭(zhēng)階段。但其中某些地產(chǎn)企業(yè)在實(shí)施品牌發(fā)展戰(zhàn)略時(shí),卻因?yàn)闋I(yíng)銷策略的不當(dāng)而損害了品牌忠誠(chéng)。特別是最近一年愈演愈烈的價(jià)格促銷戰(zhàn)所引發(fā)的企業(yè)信任危機(jī),嚴(yán)重?fù)p害了企業(yè)品牌忠誠(chéng),價(jià)格促銷對(duì)品牌長(zhǎng)遠(yuǎn)利益的不良影響也逐漸被業(yè)內(nèi)人士所認(rèn)識(shí)。本研究的目的是為國(guó)內(nèi)地產(chǎn)品牌在處理品牌忠誠(chéng)與價(jià)格促銷兩者之間的關(guān)系,尋求一種解決途徑。 本文首先列舉和分析了國(guó)內(nèi)外學(xué)者如戴維阿·克等人有關(guān)品牌忠誠(chéng)的相關(guān)理論和研究結(jié)果,說明了銷售并不是營(yíng)銷的最終目標(biāo),它是企業(yè)與消費(fèi)者建立持久有益的品牌關(guān)系的開始,也是建立品牌忠誠(chéng),把品牌購(gòu)買者轉(zhuǎn)化為品牌忠誠(chéng)者的機(jī)會(huì)。 其次,將有關(guān)價(jià)格促銷理論及房地產(chǎn)行業(yè)促銷現(xiàn)狀作了有關(guān)分析和案例說明,結(jié)合了多位著名的營(yíng)銷專家,如菲利普·科特勒等人的研究,分析了其具有存在的有效性和必然性。 接著,筆者結(jié)合了前兩方面的研究,進(jìn)一步分析了品牌忠誠(chéng)度與價(jià)格促銷之間的關(guān)系。證明了品牌忠誠(chéng)是作用于品牌發(fā)展的一種長(zhǎng)期效應(yīng),而價(jià)格促銷則是提高銷售的一種短期效應(yīng),不當(dāng)?shù)膬r(jià)格促銷有損于品牌忠誠(chéng)。最后,筆者在前面理論與現(xiàn)狀分析的前提下,經(jīng)過調(diào)查問卷和項(xiàng)目現(xiàn)場(chǎng)訪談,具體分析了價(jià)格促銷方式、折扣深度、促銷頻率對(duì)消費(fèi)者品牌忠誠(chéng)的影響。結(jié)合房地產(chǎn)品牌定位,以客戶關(guān)系為導(dǎo)向,提出了構(gòu)建基于品牌忠誠(chéng)的價(jià)格促銷設(shè)想(Brand loyalty-based price promotion program)。希望合理運(yùn)用價(jià)格促銷手段,鞏固和提高品牌忠誠(chéng),讓我國(guó)房地產(chǎn)品牌在激烈競(jìng)爭(zhēng)中有效獲取競(jìng)爭(zhēng)優(yōu)勢(shì),得以健康發(fā)展。
[Abstract]:In recent years, with the development of China's real estate industry, some wise developers have fully realized that brand building is an important means for enterprises to occupy the market and increase their market share. It is also an important guarantee for enterprises to become bigger and stronger. The real estate industry has entered the stage of brand competition. But when some real estate enterprises implement brand development strategy, it damages brand loyalty because of improper marketing strategy. Especially the enterprise trust crisis caused by the increasingly fierce price promotion war in the last year has seriously damaged corporate brand loyalty and the adverse effects of price promotion on the long-term interests of the brand have been gradually recognized by the industry. The purpose of this study is to find a solution for domestic real estate brands to deal with the relationship between brand loyalty and price promotion. This paper first enumerates and analyzes the relevant theories and research results of domestic and foreign scholars such as David Ke on brand loyalty, and shows that sales is not the ultimate goal of marketing. It is not only the beginning of establishing a lasting and beneficial brand relationship between enterprise and consumers, but also the opportunity to establish brand loyalty and transform brand buyers into brand loyalists. Secondly, the paper analyzes the theory of price promotion and the present situation of real estate promotion, and combines the research of many famous marketing experts, such as Philip Kotler and others. The validity and inevitability of existence are analyzed. Then, the author further analyzes the relationship between brand loyalty and price promotion. It is proved that brand loyalty is a long-term effect acting on brand development, while price promotion is a short-term effect to improve sales, and improper price promotion is harmful to brand loyalty. Finally, the author analyzes the influence of price promotion method, discount depth and promotion frequency on consumer brand loyalty through questionnaire and project site interview. Combined with the positioning of real estate brand and customer relationship orientation, this paper puts forward the concept of price promotion based on brand loyalty (Brand loyalty-based price promotion program). It is hoped that reasonable use of price promotion means to consolidate and improve brand loyalty will enable real estate brands in our country to effectively acquire competitive advantages and develop healthily in the fierce competition.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F293.3

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