本文關(guān)鍵詞：勝利油田利豐置業(yè)有限公司品牌策略研究　出處：《中國(guó)石油大學(xué)（華東）》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 品牌建設(shè) 房地產(chǎn)市場(chǎng) 勝利油田利豐置業(yè)有限公司

【摘要】：隨著我國(guó)房地產(chǎn)市場(chǎng)運(yùn)行機(jī)制的不斷完善，我國(guó)房地產(chǎn)行業(yè)也已漸漸走向了成熟與理智，且已經(jīng)結(jié)束了暴利時(shí)代而開始進(jìn)入以消費(fèi)者為中心的買方市場(chǎng)。在日趨精明與理性的消費(fèi)者面前，一些明智的開發(fā)商已充分意識(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。 本文針對(duì)中小型房地產(chǎn)企業(yè)——?jiǎng)倮吞锢S置業(yè)的特點(diǎn)，注重理論與實(shí)踐相結(jié)合的理念。首先運(yùn)用查閱文獻(xiàn)法，從國(guó)內(nèi)外研究房地產(chǎn)品牌建設(shè)的理論入手，明確品牌及房地產(chǎn)品牌概念，及各學(xué)者對(duì)目前市場(chǎng)上房地產(chǎn)企業(yè)品牌建設(shè)問(wèn)題的研究，結(jié)合有關(guān)品牌理論對(duì)勝利油田利豐置業(yè)有限公司現(xiàn)狀進(jìn)行了總結(jié)歸納，發(fā)現(xiàn)了利豐置業(yè)品牌建設(shè)方面存在有不能區(qū)別項(xiàng)目品牌及企業(yè)品牌、誤把公司包裝當(dāng)作是公司品牌的塑造、品牌建設(shè)中缺乏科學(xué)的規(guī)劃與管理、缺乏品牌個(gè)性、定位不清晰等問(wèn)題，運(yùn)用PEST分析、五力模型分析法和SWOT分析法對(duì)利豐置業(yè)公司綜合環(huán)境進(jìn)行分析研究，提出解決問(wèn)題的方案，，指出公司的品牌建設(shè)策略應(yīng)該是實(shí)施定位品牌個(gè)性，保證產(chǎn)品質(zhì)量的基礎(chǔ)上打造品牌品質(zhì)，傳播品牌理念，維護(hù)企業(yè)品牌。
[Abstract]:With the continuous improvement of the operation mechanism of the real estate market in China, the real estate industry of our country has gradually moved towards maturity and reason. And has ended the era of profiteering and began to enter the consumer-centric buyer's market. In the increasingly smart and rational consumer, some wise developers have fully realized that brand building is the enterprise to occupy the market. An important means of increasing market share. This paper aims at the characteristics of small and medium-sized real estate enterprise-Shengli Oilfield Li & Fung property, pays attention to the idea of combining theory with practice. Firstly, using the method of consulting literature, it starts with the theory of real estate brand construction at home and abroad. Make clear the concept of brand and real estate brand, and scholars on the current market of real estate enterprise brand construction research, combined with the relevant brand theory of Shengli Oilfield Lifeng Real Estate Co., Ltd. Found that there is a difference between the brand of Li & Fung property brand and the brand of enterprise, mistaking the packaging of the company as the shaping of the brand, lack of scientific planning and management, lack of brand personality. The location is not clear, using PEST analysis, five-force model analysis and SWOT analysis to analyze the comprehensive environment of Li & Fung Real Estate Company, put forward a solution to the problem. It is pointed out that the strategy of brand construction should be to establish brand quality on the basis of product quality, to spread brand concept and to maintain enterprise brand.
【學(xué)位授予單位】：中國(guó)石油大學(xué)（華東）
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.22;F273.2

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