本文選題：房地產(chǎn)公司　切入點：顧客價值　出處：《山東建筑大學》2014年碩士論文

【摘要】：房地產(chǎn)業(yè)是國民經(jīng)濟的支柱產(chǎn)業(yè),其重要性主要體現(xiàn)在改善民生、拉動和穩(wěn)定經(jīng)濟,對國民經(jīng)濟影響深遠。我國房地產(chǎn)業(yè)的暴利時代已經(jīng)逝去,傳統(tǒng)意義上的“瘋狂圈地、野蠻成長“以及價格競爭等,已無法為企業(yè)贏得持續(xù)的競爭優(yōu)勢。而基于顧客價值的品牌戰(zhàn)略能夠為企業(yè)謀取長久的競爭優(yōu)勢,房地產(chǎn)業(yè)的品牌時代已經(jīng)來臨。 本文以顧客價值和品牌戰(zhàn)略理論為指導,對房地產(chǎn)公司的品牌戰(zhàn)略進行探索研究。首先,筆者以邁克爾·波特的五力模型作為分析工具,分析了房地產(chǎn)行業(yè)的競爭格局,探討了房地產(chǎn)行業(yè)的品牌建設(shè)現(xiàn)狀及原因,論證了房地產(chǎn)公司實施品牌戰(zhàn)略的必要性。其次,筆者在顧客價值分析、問卷調(diào)查和數(shù)據(jù)分析的基礎(chǔ)上,提出了構(gòu)建房地產(chǎn)公司品牌戰(zhàn)略的量化方法。再次,筆者借助在J地產(chǎn)集團實習的便利條件,以J地產(chǎn)集團青島A公司為例,運用本文提出的新方法,為青島A公司設(shè)計了具體的品牌戰(zhàn)略方案。最后,筆者結(jié)合房地產(chǎn)公司在品牌戰(zhàn)略實施中存在的問題,從品牌維護和品牌延伸兩個方面,探討了品牌戰(zhàn)略管理的實際問題,最終得出了房地產(chǎn)公司品牌戰(zhàn)略管理的實用方案。
[Abstract]:The real estate industry is the pillar industry of the national economy, and its importance is mainly reflected in improving the people's livelihood, pulling and stabilizing the economy, which has far-reaching influence on the national economy. The era of huge profits of the real estate industry in our country has passed away, and the traditional sense of "crazy enclosure," Savage growth and price competition have not been able to win the sustainable competitive advantage for the enterprise, and the brand strategy based on customer value can obtain the long-term competitive advantage for the enterprise, and the brand era of real estate industry has come. Under the guidance of the theory of customer value and brand strategy, this paper explores the brand strategy of real estate companies. Firstly, the author takes Michael Porter's five-force model as an analysis tool to analyze the competition pattern of the real estate industry. This paper discusses the current situation and reasons of brand construction in real estate industry, and demonstrates the necessity of implementing brand strategy in real estate companies. Secondly, the author analyzes the customer value, questionnaire and data analysis. Thirdly, with the help of the convenient conditions of practice in J Real Estate Group, taking Qingdao A Company of J Real Estate Group as an example, the author applies the new method proposed in this paper. Finally, the author discusses the practical problems of brand strategy management from two aspects of brand maintenance and brand extension, combining with the problems existing in the implementation of brand strategy in real estate companies. Finally got the real estate company brand strategy management practical plan.
【學位授予單位】：山東建筑大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F299.233.4;F273.2

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本文編號：1684914