本文選題：房地產(chǎn) + 品牌　； 參考：《華中師范大學(xué)》2008年碩士論文

【摘要】： 近年來(lái),伴隨著我國(guó)城市化進(jìn)程的加速,區(qū)域間的競(jìng)爭(zhēng)越來(lái)越激烈,為了在競(jìng)爭(zhēng)中保持優(yōu)勢(shì),各區(qū)域都力圖在資源稟賦、景觀、區(qū)位、產(chǎn)業(yè)結(jié)構(gòu)、經(jīng)濟(jì)發(fā)展水平、社會(huì)制度、人文等方面不斷下功夫,如何打造一個(gè)個(gè)性鮮明,切實(shí)反映自己特色和優(yōu)勢(shì)的區(qū)域形象成了大家討論的熱點(diǎn)。 一個(gè)地區(qū)要打造良好的區(qū)域形象,必須使得區(qū)域內(nèi)各資源要素得到優(yōu)化整合,經(jīng)過(guò)優(yōu)化整合的資源要素,其落腳點(diǎn)最終都要通過(guò)某些載體去反映。房地產(chǎn)由于其開(kāi)發(fā)過(guò)程和產(chǎn)品的特性,使得房地產(chǎn)企業(yè)的項(xiàng)目產(chǎn)品和品牌成為上述載體中與區(qū)域各要素資源聯(lián)系最為緊密、最富有操作性、最能直接反映、效果最為明顯的高級(jí)載體之一,是加工后的區(qū)域形象物質(zhì)依托,一個(gè)地區(qū)精華的濃縮表現(xiàn);同時(shí),房地產(chǎn)企業(yè)的項(xiàng)目開(kāi)發(fā)和品牌建設(shè)具有強(qiáng)大的外部性,優(yōu)秀的房地產(chǎn)項(xiàng)目和品牌能使一個(gè)區(qū)域的形象增值,成為一個(gè)區(qū)域的無(wú)形資產(chǎn)。所以,區(qū)域發(fā)展離不開(kāi)房地產(chǎn)企業(yè)的參與,即房地產(chǎn)項(xiàng)目開(kāi)發(fā)和品牌建設(shè)的過(guò)程很大程度上可以看作是一個(gè)區(qū)域形象的優(yōu)化過(guò)程。另一方面,通過(guò)進(jìn)一步對(duì)房地產(chǎn)品牌建設(shè)與區(qū)域形象之間關(guān)系的分析,為區(qū)域管理者和房地產(chǎn)企業(yè)之間找到一座聯(lián)系的橋梁,而最為關(guān)鍵的一點(diǎn)就是把房地產(chǎn)企業(yè)的項(xiàng)目開(kāi)發(fā)和品牌建設(shè)這類市場(chǎng)行為提升到經(jīng)營(yíng)區(qū)域形象的高度來(lái)看待,引導(dǎo)房地產(chǎn)企業(yè)的市場(chǎng)力量參與到各區(qū)域之間的競(jìng)爭(zhēng)中。 從以上看,區(qū)域形象的優(yōu)劣可以解構(gòu)為房地產(chǎn)企業(yè)這類市場(chǎng)主體對(duì)區(qū)域的貢獻(xiàn)程度大小,而這又與房地產(chǎn)企業(yè)的自身發(fā)展水平及其項(xiàng)目品牌的開(kāi)發(fā)緊密相關(guān)。因此,通過(guò)對(duì)房地產(chǎn)企業(yè)市場(chǎng)行為的探討對(duì)于區(qū)域形象的來(lái)說(shuō)具有重要意義。
[Abstract]:In recent years, with the acceleration of China's urbanization process, the competition between regions is becoming more and more fierce. In order to maintain their advantages in the competition, all regions try hard in resource endowment, landscape, location, industrial structure, economic development level, social system.Humanities and other aspects continue to work, how to create a distinctive personality, reflect their own characteristics and advantages of the regional image has become a hot topic of discussion.If a region wants to create a good regional image, it must optimize and integrate all the resource elements in the region. After the optimization and integration of the resource elements, its final destination must be reflected through some carriers.Because of its development process and characteristics of products, the project products and brands of real estate enterprises become the most closely related with the resources of the various elements of the region, most operable, and most directly reflected.One of the most obvious high-level carriers is the material dependence of the processed regional image and the concentrated performance of the essence of a region. At the same time, the project development and brand building of real estate enterprises have strong externalities.Excellent real estate projects and brands can add value to the image of a region and become an intangible asset in a region.Therefore, regional development can not be separated from the participation of real estate enterprises, that is, the process of real estate project development and brand building can to a large extent be regarded as an optimization process of regional image.On the other hand, through the further analysis of the relationship between real estate brand construction and regional image, we can find a bridge between regional managers and real estate enterprises.The most crucial point is to promote the market behavior of real estate enterprises such as project development and brand building to the height of regional image and guide the market forces of real estate enterprises to participate in the competition among different regions.From the above point of view, the advantages and disadvantages of the regional image can be deconstructed for the real estate enterprises such as the contribution of market subjects to the extent of the region, and this is closely related to the level of development of real estate enterprises and the development of project brands.Therefore, it is of great significance to discuss the market behavior of real estate enterprises for the regional image.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F293.3

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