發(fā)布時間：2018-02-19 21:36

  本文關鍵詞： 房地產(chǎn) 品牌營銷 品牌戰(zhàn)略　出處：《山東大學》2009年碩士論文　論文類型：學位論文

【摘要】： 當前,企業(yè)品牌作為一項巨大的無形資產(chǎn),其價值在一定意義上來講,已超過土地、貨幣、技術和人力資本等戰(zhàn)略要素。隨著市場經(jīng)濟的發(fā)展,品牌營銷作為企業(yè)營銷的一個高級階段,在企業(yè)營銷中發(fā)揮著越來越重要的作用,品牌間的競爭是現(xiàn)代企業(yè)間的市場競爭重要方面之一。因此,企業(yè)能否培育出自有品牌,已成為一個企業(yè)在市場上是否具有可持續(xù)核心競爭力的重要標志。實施品牌營銷策略是時代對一個成熟的現(xiàn)代企業(yè)的緊迫要求。 我國住房商品化制度的推進以及城市化進程的加快均使得房地產(chǎn)市場存在巨大的發(fā)展空間。但是在商品房的品質(zhì)日趨提高、同質(zhì)化日益嚴重和消費者的需求不斷提高的多重夾擊下,品牌競爭力不足,從根本上制約了很多房地產(chǎn)企業(yè)的進一步發(fā)展。 作為聊城市房地產(chǎn)行業(yè)的新進入者,聊建金柱建設集團有限公司(以下簡稱金柱集團)也面臨同樣的問題:巨額宣傳費用的投入并沒有為公司的銷售收入和市場份額的占有量預期增長。分析其原因,除了金融危機的影響因素外,一方面市場競爭日趨激烈,另一方面企業(yè)品牌建設滯后。內(nèi)憂外患的現(xiàn)實狀況迫使金柱集團的決策者越來越意識到:只有以市場為導向,實施品牌營銷才能在激烈的市場競爭中占有一席之地。 本文在研究上采用理論分析與實證分析相結(jié)合,定性分析和定量分析相結(jié)合的方法。從分析內(nèi)外環(huán)境和品牌營銷現(xiàn)狀入手,為金柱集團制定了切實可行的品牌營銷策略。其中,在品牌識別定位與形象設計、品牌的推廣和品牌價值提升等方面做了重點闡述。另外,根據(jù)公司現(xiàn)狀,本文也提出了品牌營銷實施建議,包括跨職能部門建立、企業(yè)文化建設、業(yè)務流程重組等,以期金柱集團通過品牌營銷的實施最終達到提升公司核心競爭力,抵御市場風險,實現(xiàn)可持續(xù)發(fā)展的目標。 當前,品牌營銷在我國房地產(chǎn)行業(yè)已經(jīng)有了初步的發(fā)展,本論文提出的品牌營銷策略對金柱集團拓展市場,提高核心競爭力具有一定的參考價值。另外,本論文的研究成果對其他同類房地產(chǎn)企業(yè)實施品牌營銷也具有一定的借鑒意義。
[Abstract]:At present, enterprise brand as a huge intangible asset, its value, in a certain sense, has exceeded the strategic elements such as land, currency, technology and human capital. With the development of market economy, As an advanced stage of enterprise marketing, brand marketing plays a more and more important role in enterprise marketing. The competition among brands is one of the important aspects of market competition among modern enterprises. It has become an important symbol of whether an enterprise has sustainable core competitiveness in the market, and the implementation of brand marketing strategy is an urgent requirement of the times for a mature modern enterprise. The promotion of housing commercialization system and the acceleration of urbanization make the real estate market have a huge development space, but the quality of commercial housing is improving day by day. With the increasing homogeneity and the increasing demand of consumers, the brand competitiveness is insufficient, which restricts the further development of many real estate enterprises. As a new entrant to the real estate industry in Liaocheng, Liaojian Jin Zhu Construction Group Co., Ltd. (hereinafter referred to as Jin Zhu Group) also faces the same problem: the investment in huge publicity expenses has not been expected to increase the company's sales revenue and market share. In addition to the factors affecting the financial crisis, on the one hand, the market competition is becoming increasingly fierce, on the other hand, the construction of enterprise brands is lagging behind. Only by implementing brand marketing can we have a place in the fierce market competition. This paper adopts the methods of combining theoretical analysis and empirical analysis, qualitative analysis and quantitative analysis, starting with the analysis of the internal and external environment and the current situation of brand marketing. This paper makes a feasible brand marketing strategy for Jin Zhu Group. Among them, it focuses on brand identification positioning and image design, brand promotion and brand value promotion, etc. In addition, according to the current situation of the company, This paper also puts forward some suggestions for the implementation of brand marketing, including the establishment of cross-functional departments, the construction of corporate culture, the reengineering of business processes, and so on. In order to promote the core competitiveness of the company through the implementation of brand marketing, Jin Zhu Group will resist market risks. Achieving the goal of sustainable development. At present, brand marketing has made a preliminary development in China's real estate industry. The brand marketing strategy proposed in this paper has certain reference value for Jin Zhu Group to expand its market and improve its core competitiveness. The research results of this paper also have some reference significance for other similar real estate enterprises to implement brand marketing.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F293.3;F713.50

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