本文關鍵詞：GL國際社區(qū)項目品牌管理體系設計　出處：《西南財經大學》2008年碩士論文　論文類型：學位論文

  更多相關文章： 房地產項目 戰(zhàn)略品牌管理 品牌資產 品牌形象 品牌傳播

【摘要】： 在全球化金融危機蔓延和政府宏觀調控政策影響中國房地產行業(yè)景氣周期的背景之下,當前我國房地產開發(fā)企業(yè)面臨又一輪“洗牌”。作為四川房地產行業(yè)首強的LGHJ公司正重新反思自身戰(zhàn)略與競爭模式問題。公司管理高層的一個共同的競爭理念,就是以模式競爭,構筑新的行業(yè)規(guī)則,以高制全,確保長期的優(yōu)勢地位。 GL國際社區(qū)項目是具體承載和實施LGHJ公司當期戰(zhàn)略之核心重點項目。尋求并構筑新的競爭模式,同時如何以專業(yè)化方式解決品牌建設問題,成為GL國際社區(qū)項目公司管理團隊眼下迫切要解決的問題。本論文通過在該項目中全面導入規(guī)范的戰(zhàn)略品牌管理體系,提供兼顧上述兩大問題的解決方案。 在第1章序言中,介紹了選題背景、擬解決的問題及其意義,論文工作方法與技術路線,并規(guī)劃全文內容結構;第2章首先進行GL國際社區(qū)項目品牌管理體系構建環(huán)境調研,主要分析GL國際社區(qū)項目目標客戶、行業(yè)競爭項目和LGHJ公司既有品牌管理框架;第3章在調研分析的基礎上,進行GL國際社區(qū)項目品牌定位與識別;第4章策劃GL國際社區(qū)項目品牌傳播方案;第5章引入GL國際社區(qū)項目品牌運營和監(jiān)控職能模塊;第6章為所設計“GL國際社區(qū)項目品牌管理體系”的導入作具體實施計劃;最后在結束語部分,對論文工作取得的成果和作者收獲進行總結。 GL國際社區(qū)項目品牌管理體系的設計,突出了兩大要點:一是,項目品牌問題的解決不局限在營銷職能層面,而是提升到統(tǒng)領營銷活動的戰(zhàn)略管理層面;二是將品牌管理進一步的分解為品牌形象管理與品牌資產經營兩個層面,以品牌資產構造、增值及其價值實現為最終的品牌管理目標。本論文成果應用,為LGHJ公司及其戰(zhàn)略重點,GL國際社區(qū)項目在競爭中勝出,提供了以品牌管理創(chuàng)新為核心的專業(yè)化可操作方案。
[Abstract]:In the context of the spread of the global financial crisis and the impact of government macro-control policies on China's real estate industry cycle. At present, China's real estate development enterprises face another round of "reshuffle" As the top real estate industry in Sichuan, LGHJ is rethinking its own strategy and competition model. The management of the company is a common concept of competition. It is to model competition, build new industry rules, with high system complete, ensure long-term advantage position. GL international community project is the key project to carry out and implement the current strategy of LGHJ Company. It seeks and constructs a new competition model and how to solve the brand building problem in a professional way. This paper introduces the standardized strategic brand management system in this project to provide solutions to the above two problems. In the preface of the first chapter, it introduces the background of the topic, the problems to be solved and its significance, the working methods and technical route of the thesis, and the content structure of the full text. Chapter 2 firstly carries on the environment investigation of the GL international community project brand management system, mainly analyzes the GL international community project target customer, the industry competition project and the LGHJ company existing brand management frame; Chapter 3, on the basis of investigation and analysis, carries on the brand positioning and identification of GL international community projects; Chapter 4 plans the brand communication program of GL international community project; Chapter 5 introduces GL international community project brand operation and monitoring function module; Chapter 6 is the concrete implementation plan for the introduction of "GL international community project brand management system". Finally, in the concluding part, the paper summarizes the achievements of the work and the author's harvest. The design of GL international community project brand management system highlights two main points: first, the solution of project brand problem is not confined to the level of marketing function, but to the strategic management level of leading marketing activities; The second is to further decompose the brand management into two levels: brand image management and brand equity management, taking brand equity structure, value-added and value realization as the ultimate goal of brand management. For LGHJ Company and its strategic key international community project to win in the competition, provided with brand management innovation as the core of the professional operational scheme.
【學位授予單位】：西南財經大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2

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本文編號：1438436