本文關(guān)鍵詞：T房地產(chǎn)（集團(tuán)）有限公司品牌戰(zhàn)略研究　出處：《天津大學(xué)》2008年碩士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： 房地產(chǎn)企業(yè) 品牌戰(zhàn)略 品牌管理

【摘要】： 本文是根據(jù)當(dāng)前國(guó)內(nèi)房地產(chǎn)市場(chǎng)現(xiàn)狀,結(jié)合T房地產(chǎn)( )有限公司的品牌現(xiàn)狀及戰(zhàn)略規(guī)劃需求,對(duì)其公司品牌及產(chǎn)品品牌進(jìn)行了系統(tǒng)規(guī)劃研究。 本文采用實(shí)證分析的方法,首先闡述了當(dāng)前我國(guó)房地產(chǎn)的現(xiàn)狀,指出目前我國(guó)房地產(chǎn)正在朝“住宅產(chǎn)業(yè)化、土地市場(chǎng)化、管理規(guī)范化、企業(yè)品牌化”的方向發(fā)展,品牌是房地產(chǎn)企業(yè)的靈魂,中國(guó)房地產(chǎn)行業(yè)已經(jīng)進(jìn)入品牌競(jìng)爭(zhēng)時(shí)代。 其次,本文對(duì)房地產(chǎn)品牌的相關(guān)理論進(jìn)行了深入研究,闡明了房地產(chǎn)品牌的內(nèi)在涵義,指出房地產(chǎn)品牌的構(gòu)建要素,對(duì)房地產(chǎn)企業(yè)品牌化的必要性進(jìn)行深入分析,明確了房地產(chǎn)企業(yè)實(shí)施品牌戰(zhàn)略的作用和意義,同時(shí),本文還對(duì)房地產(chǎn)品牌建設(shè)的策略以及房地產(chǎn)品牌戰(zhàn)略管理過(guò)程進(jìn)行了深入研究。 第三,本文對(duì)T地產(chǎn)的發(fā)展戰(zhàn)略及對(duì)品牌要求進(jìn)行細(xì)致研究,結(jié)合T地產(chǎn)發(fā)展戰(zhàn)略,提煉出T地產(chǎn)品牌的核心價(jià)值,分析T地產(chǎn)品牌差異化的識(shí)別點(diǎn),在此基礎(chǔ)上對(duì)公司品牌進(jìn)行整體規(guī)劃,構(gòu)建了公司品牌管理工作流程。通過(guò)對(duì)現(xiàn)有品牌結(jié)構(gòu)模式的分析和對(duì)T地產(chǎn)品牌的分析,提出了T地產(chǎn)可采用的公司品牌架構(gòu)模式,并分析確定了T地產(chǎn)可復(fù)制的三類(lèi)產(chǎn)品。 最后,本文指出T地產(chǎn)應(yīng)建立品牌管理體系和組織流程,指出了各崗位品牌管理職責(zé)和公司相關(guān)部門(mén)品牌工作指導(dǎo)原則,明確了T地產(chǎn)當(dāng)前應(yīng)立即著手的品牌管理工作,并強(qiáng)調(diào)T地產(chǎn)應(yīng)通過(guò)流程的部署協(xié)調(diào)各部門(mén)的品牌管理相關(guān)工作。
[Abstract]:According to the current situation of domestic real estate market, combined with the brand status and strategic planning needs of T Real Estate () Co., Ltd, this paper makes a systematic research on the brand and product brand of T Real Estate Co., Ltd. This article adopts the empirical analysis method, first elaborated the present situation of our country real estate, pointed out that our country real estate is "the housing industrialization, the land marketization, the management standardization" at present. Brand is the soul of real estate enterprises. Chinese real estate industry has entered the era of brand competition. Secondly, this paper has carried on the thorough research to the real estate brand related theory, has clarified the real estate brand intrinsic meaning, pointed out the real estate brand construction essential factor. The necessity of brand of real estate enterprises is analyzed in depth, and the role and significance of brand strategy in real estate enterprises are clarified. This article also carries on the thorough research to the real estate brand construction strategy and the real estate brand strategy management process. Thirdly, this paper studies the development strategy and brand requirements of T real estate, combines the development strategy of T real estate, extracts the core value of T real estate brand, and analyzes the identification point of T real estate brand differentiation. On this basis, the overall planning of the company's brand, the construction of the company's brand management workflow, through the analysis of the existing brand structure model and the analysis of T real estate brand. This paper puts forward the corporate brand structure model of T real estate, and analyzes and determines three kinds of products that T real estate can replicate. Finally, this paper points out that T real estate should establish a brand management system and organizational process, and points out the brand management responsibilities of each post and the guiding principles of brand work in related departments of the company. This paper clarifies the brand management work that T real estate should start immediately, and emphasizes that T estate should coordinate the brand management work of various departments through the deployment of process.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：F273.2;F293.3

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前5條

1 楊建炳;我國(guó)區(qū)域住宅類(lèi)房地產(chǎn)企業(yè)戰(zhàn)略規(guī)劃研究[D];天津大學(xué);2010年

2 陳黨;重慶市房地產(chǎn)市場(chǎng)競(jìng)爭(zhēng)中企業(yè)品牌戰(zhàn)略研究[D];重慶大學(xué);2011年

3 李斌;中鐵十四局品牌戰(zhàn)略研究[D];北京交通大學(xué);2010年

4 張培龍;蘭花房地產(chǎn)公司品牌建設(shè)及發(fā)展策略研究[D];西南交通大學(xué);2012年

5 劉曉軒;中國(guó)房地產(chǎn)公共關(guān)系營(yíng)銷(xiāo)模式研究[D];上海外國(guó)語(yǔ)大學(xué);2013年

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本文編號(hào)：1439189