本文選題：房地產(chǎn)　切入點：品牌　出處：《西北大學》2014年碩士論文　論文類型：學位論文

【摘要】：房地產(chǎn)行業(yè)近年來持續(xù)快速的發(fā)展,使其逐漸成為了我國經(jīng)濟發(fā)展的重要支柱產(chǎn)業(yè),隨著房地產(chǎn)行業(yè)的消費者越來越理性化,品牌就隨之成為了消費者在選擇產(chǎn)品過程中的重要因素之一,由此房地產(chǎn)的品牌競爭愈演愈烈。成功的品牌建設不僅能使房地產(chǎn)企業(yè)從中獲利更多,而且能把企業(yè)的品牌有效的樹立起來,最終成為贏得消費者和社會公眾的認同的優(yōu)質(zhì)品牌,使企業(yè)贏得核心競爭力。本文運用調(diào)查研究法、理論歸結(jié)法、文獻檢索法以及SWOT分析法,結(jié)合內(nèi)外環(huán)境因素,針對H公司品牌管理的現(xiàn)狀所存在的問題進行分析并提出相應的對策建議,同時制定了實施品牌發(fā)展策略的保障措施。本文通過大量文獻相關(guān)理論的歸納和總結(jié),以及對具體環(huán)節(jié)的深度研究,使得筆者在品牌建設及管理方面有了更深入的了解,并在其品牌定位、品牌塑造、品牌傳播、品牌文化、品牌價值等方面進一步論證了關(guān)于品牌對企業(yè)自身發(fā)展的深遠影響。 本文以研究H房地產(chǎn)公司品牌發(fā)展策略為目標,研究的主要內(nèi)容為：一是界定了品牌的概念,并闡述了房地產(chǎn)品牌的構(gòu)成要素,同時界定品牌策略的概念及構(gòu)成要素,具體包括品牌決策、品牌模式的選擇、品牌識別與認知度、品牌延伸、品牌管理及品牌愿景等六大部分。通過運用品牌培育相關(guān)理論,即品牌競爭力理論與核心競爭力理論作為品牌策略研究的理論指導。二是分析H房地產(chǎn)公司品牌發(fā)展的現(xiàn)狀,分別介紹了H房地產(chǎn)公司的基本情況、品牌發(fā)展歷程及品牌管理現(xiàn)狀,分析出H公司品牌發(fā)展現(xiàn)狀所存在的問題,即品牌需要二次定位、品牌傳播模式單一、品牌延伸方式有待調(diào)整及品牌管理與危機事件處理能力薄弱等問題,然后針對所述問題的成因進行由內(nèi)而外的分析。三是對H房地產(chǎn)公司品牌發(fā)展內(nèi)外部環(huán)境進行分析。外部環(huán)境分析從宏觀經(jīng)濟方面、行業(yè)新進入者的威險、供應商的議價能力、購買商的議價能力、代替產(chǎn)品的威險及同行業(yè)競爭者的競爭強度等方面入手；內(nèi)部環(huán)境分析了公司組織結(jié)構(gòu)、戰(zhàn)略目標、產(chǎn)品定位、管理能力及主要經(jīng)濟指標,同時還分析了公司面臨優(yōu)劣勢及機遇挑戰(zhàn)。四是提出H房地產(chǎn)公司品牌發(fā)展策略的優(yōu)化。首先,提出H公司品牌發(fā)策略的制定原則與品牌發(fā)展目標及思路,其次結(jié)合公司現(xiàn)狀對H房地產(chǎn)公司品牌發(fā)展對策優(yōu)化,主要從品牌定位策略、品牌模式的選擇、品牌的傳播策略、品牌的延伸策略與品牌的維護管理策略等方面建議研究,最后通過注重品牌理念培育、規(guī)范品牌管理流程、大力提升品牌價值、加強品牌形象塑造、創(chuàng)新品牌文化建設制等幾個方面提出了對品牌發(fā)展策略實施的保障措施,希望對H公司的品牌發(fā)展起到有效幫助。本文結(jié)論部分針對研究的成果進行了總結(jié)并對未來的H房地產(chǎn)公司品牌戰(zhàn)略進行了展望。 通過上述研究,力求為H房地產(chǎn)公司的品牌發(fā)展規(guī)劃及實施提供合理的有效的方法和建議,同時,也希望能夠給發(fā)展中也正在面臨品牌發(fā)展滯后的房地產(chǎn)企業(yè)提供參考與借鑒。
[Abstract]:In recent years, the sustained and rapid development of the real estate industry, it has become an important pillar industry of China's economic development, as consumers increasingly rational in the real estate industry, the brand has become one of the important factors of consumers in the selection process of the product, the real estate brand competition. Brand building is not only a success real estate companies can make more profit from, and the enterprise can effectively set up the brand, eventually win the consumers and the public recognition of the high quality brand, to enable enterprises to win core competence. This paper use survey research method, theory method, literature retrieval method and SWOT analysis method, combined with the analysis of the internal and external environmental factors. Based on the existing situation of brand management problems of the H company and put forward corresponding countermeasures and suggestions, and formulated the safeguard measures of the implementation of brand development strategy. Through a lot of literature and summarized, and the depth of research on specific aspects, the author makes a deeper understanding in the brand construction and management, and in its brand positioning, brand building, brand communication, brand culture, brand value and further demonstrates the profound influence on brand of enterprise development.
Based on the research of H Real Estate Company brand development strategy, the main research contents are as follows: one is to define the brand concept, and expounds the key elements of real estate brand, and define the concept of brand strategy and elements, including brand strategy, brand mode selection, brand identity and brand awareness, brand extension. Brand management and brand vision of six parts. Through the use of brand theory, brand competitiveness theory and core competitiveness theory as a theoretical guidance for brand strategy research. The two is the analysis of the current situation of H Real Estate Company brand development, introduces the basic condition of H Real Estate Company, brand development history and the current situation of brand management, reveals the existence of H the company's brand development problems, namely the brand needs two single brand positioning, communication mode, brand extension and brand management methods need to be adjusted Management and crisis management capability is weak, then the causes for the problems were analyzed from the inside out. Three of the internal and external environment for the development of Real Estate Company brand H were analyzed. The analysis of the external environment from the macro economy, new entrants threat, the bargaining power of suppliers, buyers bargaining power instead of product risk and competitors in the same industry competition strength of; analysis of the internal environment of the company's organizational structure, strategic target, product positioning, management ability and the main economic indicators, and analyzes the advantages and disadvantages of the company are facing opportunities and challenges. The four is put forward to optimize the H Real Estate Company brand development strategy. First, put forward H company brand strategy principle and brand development goals and ideas, then combined with the current situation of H Real Estate Company brand development strategy optimization, mainly from the brand positioning strategy Slightly, brand model, brand communication strategy and brand extension strategy, brand maintenance and management strategy and suggestions on, finally focus on the concept of brand cultivation, standardized brand management process, enhance brand value, enhance brand image, and put forward the guarantee measures for the implementation of the brand development strategy of the innovation system in the construction of brand culture several aspects, I hope to H company's brand development to help. The conclusion according to the research results are summarized and the future of the H Real Estate Company brand strategy are discussed.
Through the above research, we strive to provide reasonable and effective methods and suggestions for H Real Estate Company's brand development planning and implementation. At the same time, it also hopes to provide reference for developing real estate companies that are also facing brand lagging behind.

【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F299.233.4;F274

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