本文選題：房地產(chǎn)品牌　切入點(diǎn)：品牌競(jìng)爭(zhēng)力　出處：《天津大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 房地產(chǎn)業(yè)已經(jīng)進(jìn)入品牌競(jìng)爭(zhēng)的時(shí)代,如何提升房地產(chǎn)企業(yè)品牌的競(jìng)爭(zhēng)力成為擺在我國房地產(chǎn)企業(yè)面前的一個(gè)重要的問題。本文的研究目的在于:在借鑒國內(nèi)外有關(guān)房地產(chǎn)品牌競(jìng)爭(zhēng)力評(píng)價(jià)方法研究成果的基礎(chǔ)上,提出適合我國房地產(chǎn)企業(yè)品牌競(jìng)爭(zhēng)力的指標(biāo)體系和評(píng)價(jià)方法,對(duì)房地產(chǎn)品牌競(jìng)爭(zhēng)力進(jìn)行測(cè)度和評(píng)價(jià)。 論文首先對(duì)國內(nèi)外品牌競(jìng)爭(zhēng)力研究進(jìn)行了綜述,分析了目前品牌競(jìng)爭(zhēng)力研究存在的問題及亟待突破之處。 其次在對(duì)品牌、房地產(chǎn)品牌進(jìn)行闡述的基礎(chǔ)上,提出了品牌競(jìng)爭(zhēng)力的概念,分析了房地產(chǎn)品牌競(jìng)爭(zhēng)力的構(gòu)成要素和內(nèi)容。 然后依據(jù)我國房地產(chǎn)品牌競(jìng)爭(zhēng)力評(píng)價(jià)指標(biāo)的設(shè)計(jì)原則,設(shè)計(jì)了我國房地產(chǎn)企業(yè)品牌競(jìng)爭(zhēng)力的評(píng)價(jià)指標(biāo)體系,提出了我國房地產(chǎn)企業(yè)品牌競(jìng)爭(zhēng)力的評(píng)價(jià)模型。 本文選用主成分分析法作為我國房地產(chǎn)品牌競(jìng)爭(zhēng)力的評(píng)價(jià)方法,分析了該方法的優(yōu)點(diǎn),介紹了構(gòu)造我國房地產(chǎn)品牌競(jìng)爭(zhēng)力評(píng)價(jià)模型的基本程序。論文從準(zhǔn)確的市場(chǎng)定位、質(zhì)量、良好的客戶關(guān)系、專業(yè)化、信守承諾、管理和創(chuàng)新七個(gè)方面提出了提升我國房地產(chǎn)企業(yè)品牌競(jìng)爭(zhēng)力的對(duì)策建議。 最后,論文以天津津?yàn)I發(fā)展股份有限公司為例,對(duì)其品牌競(jìng)爭(zhēng)力進(jìn)行了實(shí)證分析。
[Abstract]:The real estate industry has entered the era of brand competition. How to improve the brand competitiveness of real estate enterprises has become an important issue in front of our real estate enterprises. The purpose of this paper is to learn from the research results of the evaluation methods of real estate brand competitiveness at home and abroad. This paper puts forward the index system and evaluation method suitable for the brand competitiveness of real estate enterprises in China, and measures and evaluates the brand competitiveness of real estate enterprises. Firstly, this paper summarizes the research on brand competitiveness at home and abroad, analyzes the existing problems and urgent problems in brand competitiveness research. Secondly, on the basis of expounding brand and real estate brand, this paper puts forward the concept of brand competitiveness, and analyzes the elements and contents of real estate brand competitiveness. Then according to the design principle of the evaluation index of the real estate brand competitiveness of our country, the evaluation index system of the brand competitiveness of the real estate enterprise of our country is designed, and the evaluation model of the brand competitiveness of the real estate enterprise of our country is put forward. This paper chooses the principal component analysis method as the evaluation method of the real estate brand competitiveness of our country, analyzes the advantages of this method, introduces the basic procedure of constructing the evaluation model of the real estate brand competitiveness of our country. Seven aspects of quality, good customer relationship, specialization, keeping promise, management and innovation are put forward to improve the brand competitiveness of Chinese real estate enterprises. Finally, taking Tianjin Jinbin Development Co., Ltd as an example, the paper makes an empirical analysis of its brand competitiveness.
【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
【分類號(hào)】：F293.3;F273.2

【引證文獻(xiàn)】

相關(guān)博士學(xué)位論文 前1條

1 張放;企業(yè)品牌競(jìng)爭(zhēng)力及其評(píng)價(jià)研究[D];武漢理工大學(xué);2010年

相關(guān)碩士學(xué)位論文 前3條

1 張文;基于顧客價(jià)值的溫州服裝企業(yè)品牌競(jìng)爭(zhēng)力研究[D];寧波大學(xué);2011年

2 黃曉莉;清源山景區(qū)品牌戰(zhàn)略研究[D];南昌大學(xué);2011年

3 郭承鑫;萬科品牌競(jìng)爭(zhēng)力評(píng)價(jià)及提升研究[D];中國地質(zhì)大學(xué)(北京);2012年

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本文編號(hào)：1633925