本文關(guān)鍵詞： 標志房地產(chǎn) 品牌定位 市場細分 傳播　出處：《湖南大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】：伴隨著中國經(jīng)濟快速發(fā)展的幾十年,中國房地產(chǎn)市場不斷成熟,競爭也日益激烈;眾多房地產(chǎn)公司品牌運作的成功案例,不僅顛覆了房地產(chǎn)可以無品牌的謬論,創(chuàng)造了較高的市場占有率和較高的利潤,還讓房地產(chǎn)商認識到了房地產(chǎn)企業(yè)品牌建設(shè)的意義。品牌建設(shè)的首要任務(wù)就是品牌定位,品牌定位是品牌建設(shè)的基礎(chǔ),是品牌經(jīng)營成功的前提。 細觀中國房地產(chǎn)企業(yè)品牌發(fā)展的現(xiàn)狀,在企業(yè)品牌定位失敗的案例中,主要表現(xiàn)在定位不充分、過分定位、品牌定位與營銷組合不協(xié)調(diào)等方面。究其關(guān)鍵,在于缺少科學(xué)系統(tǒng)的理論指導(dǎo),沒有形成一套行之有效的定位策劃流程。 筆者結(jié)合標志房地產(chǎn)有限公司的品牌定位策劃實際,對房地產(chǎn)企業(yè)品牌定位策劃過程的重點內(nèi)容進行了闡述。在總結(jié)前人的研究成果上提出了較科學(xué)的操作流程,并把整個企業(yè)品牌定位過程分成了找位、選位、占位、到位等四個步驟。整個論文首先對標志房地產(chǎn)進行內(nèi)外部環(huán)境分析,接著對長沙市房地產(chǎn)市場進行有效細分,并結(jié)合環(huán)境分析結(jié)果,選擇目標市場,然后,依據(jù)企業(yè)品牌定位操作流程對標志房地產(chǎn)進行品牌定位,第一步結(jié)合市場細分確定企業(yè)品牌對象,完成品牌找位;第二步就是選位,針對房地產(chǎn)市場的特點,從品牌屬性、品牌利益、品牌價值三個方面選擇品牌對象的有效需求作為企業(yè)品牌的滿足對象;第三步占位,賦予品牌人格特征,確定品牌定位核心理念,使其在品牌對象心中占據(jù)獨特的位置;最后就是到位,通過實施有效的營銷組合使標志房地產(chǎn)企業(yè)品牌定位了的目標人格形象到達品牌對象心中,并在確保定位成功實施保障方面提出自己的見解。在此分析過程中,運用一定的分析工具,例如PEST宏觀分析以及波特五力模型分析等,以求在房地產(chǎn)品牌定位實際應(yīng)用方面有所突破,并望能對房地產(chǎn)行業(yè)提供一些啟發(fā)和借鑒。
[Abstract]:With the rapid development of China's economy for several decades, the Chinese real estate market has matured and the competition has become increasingly fierce. The success stories of many real estate companies' brand operation have not only subverted the fallacy that real estate can be brand free. Created a higher market share and higher profits, but also let real estate companies realize the significance of brand building. Brand positioning is the primary task of brand building, brand positioning is the basis of brand construction. It is the premise of successful brand management. Looking at the present situation of the brand development of Chinese real estate enterprises, in the cases of the failure of the enterprise brand positioning, it is mainly manifested in the following aspects: inadequate positioning, excessive positioning, disharmony between brand positioning and marketing mix, etc. It lies in the lack of theoretical guidance of scientific system and the formation of a set of effective orientation planning process. The author expounds the key content of the brand positioning planning process of the real estate enterprise in combination with the brand positioning planning practice of the logo real estate co., Ltd., and puts forward a more scientific operation process on the basis of summarizing the previous research results, And the whole enterprise brand positioning process is divided into four steps: locating, choosing, occupying, and putting in place. The whole paper first analyzes the internal and external environment of the logo real estate, and then effectively subdivides the real estate market in Changsha. And combined with the results of environmental analysis, select the target market, and then, according to the enterprise brand positioning operation process to mark real estate brand positioning, the first step combined with market segmentation to determine the enterprise brand object, complete brand location; The second step is to select the position, according to the characteristics of the real estate market, select the effective demand of the brand object from three aspects of brand attribute, brand interest, brand value as the object of the enterprise brand; the third step occupies the place, endows the brand personality characteristic, Determine the core concept of brand positioning, so that it occupies a unique position in the brand object; finally, is to put in place, through the implementation of an effective marketing mix to mark the real estate enterprise brand positioning target personality image to the brand object heart, In the process of this analysis, some analytical tools, such as PEST macroscopic analysis and Porter's five-force model analysis, are used. In order to achieve a breakthrough in the real estate brand positioning practical application, and hope to provide some inspiration and reference to the real estate industry.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2;F293.3

【引證文獻】

相關(guān)期刊論文 前1條

1 盛雯靖;靳銘;;山東省蘋果品牌戰(zhàn)略探析[J];企業(yè)導(dǎo)報;2012年07期

相關(guān)碩士學(xué)位論文 前1條

1 盛雯靖;山東省蘋果品牌戰(zhàn)略實施的對策研究[D];延安大學(xué);2012年

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本文編號：1539048