本文選題：蘇寧置業(yè)　切入點(diǎn)：品牌　出處：《華東理工大學(xué)》2017年碩士論文

【摘要】：2015年,住宅消費(fèi)的上漲背后,不少房地產(chǎn)行業(yè)開發(fā)商也投入到了綜合地產(chǎn)的開發(fā)熱潮,以期獲得自持物業(yè)的長期回報。然而許多開發(fā)商對產(chǎn)品缺少良好的運(yùn)營經(jīng)驗(yàn),給后期綜合地產(chǎn)項(xiàng)目留下了管理難題。與此同時,極具影響的綜合地產(chǎn)開發(fā)商則通過不斷的積累和創(chuàng)新,利用品牌優(yōu)勢,高速建立著綜合體帝國。綜合地產(chǎn)的品牌構(gòu)建也成為了新的追逐熱點(diǎn)。蘇寧置業(yè)創(chuàng)建于2002年,在成立之初主要為蘇寧集團(tuán)代建物流基地,2007年進(jìn)行多元產(chǎn)業(yè)戰(zhàn)略布局后,逐漸進(jìn)入地產(chǎn)深度開發(fā)領(lǐng)域,先后從事商業(yè)地產(chǎn)開發(fā)運(yùn)營、住宅、酒店開發(fā)、辦公物業(yè)服務(wù)等,逐漸轉(zhuǎn)型成城市綜合體配套開發(fā)運(yùn)營商。2015年互聯(lián)網(wǎng)滲透到各行各業(yè),地產(chǎn)行業(yè)各品牌,包括萬科、萬達(dá)、金地等紛紛先后進(jìn)行品牌戰(zhàn)略發(fā)展。面對時代的轉(zhuǎn)變,蘇寧置業(yè)也對未來的品牌發(fā)展做出了新的思考。本文基于理論結(jié)合實(shí)踐的方式,以蘇寧置業(yè)的品牌戰(zhàn)略構(gòu)建為案例,緊密結(jié)合現(xiàn)有企業(yè)的發(fā)展思路和實(shí)際情況,重點(diǎn)通過查閱相關(guān)文獻(xiàn),市場調(diào)研,公司內(nèi)部高管訪談等一系列的方式,從品牌定位策略、產(chǎn)品和服務(wù)策略、品牌企業(yè)文化策略、品牌傳播策略及品牌延伸策略五個維度,對蘇寧置業(yè)實(shí)施品牌戰(zhàn)略進(jìn)行研究和分析,以期總結(jié)經(jīng)驗(yàn),探尋中小型地產(chǎn)開發(fā)商在綜合地產(chǎn)品牌建設(shè)方面的突圍之術(shù)。
[Abstract]:Behind the rise in residential consumption in 2015, many developers in the real estate industry are also engaged in a comprehensive real estate development boom in the hope of earning long-term returns from self-sustaining properties. However, many developers lack good operating experience in their products. At the same time, the highly influential comprehensive real estate developers, through constant accumulation and innovation, take advantage of brand advantages. The brand construction of integrated real estate has also become a new hot spot. Su Ning property was founded in 2002. At the beginning of its establishment, Su Ning mainly built logistics base for Su Ning Group. After the multi-industry strategic layout was carried out in 2007, Gradually into the field of deep real estate development, successively engaged in commercial real estate development operations, residential, hotel development, office property services, etc., gradually transformed into the city complex supporting development operators. 2015, the Internet infiltrated into various industries, Every brand in the real estate industry, including Vanke, Wanda, Jindi and so on, has carried on the brand strategy development one after another. Facing the change of the times, Su Ning has also made a new thinking on the brand development in the future. Taking Su Ning's brand strategy construction as a case, combining closely with the existing enterprises' development ideas and actual conditions, focusing on a series of ways, such as consulting relevant documents, market research, interview with senior executives inside the company, and so on, from the brand positioning strategy. Product and service strategy, brand corporate culture strategy, brand communication strategy and brand extension strategy are studied and analyzed in order to sum up the experience. Small and medium-sized real estate developers in the construction of comprehensive real estate brand breakthrough.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F273.2;F299.233.4

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