【摘要】： 在目前的房地產(chǎn)市場環(huán)境下,隨著消費(fèi)者消費(fèi)理念的逐步成熟,品牌企業(yè)的優(yōu)勢顯而易見。據(jù)中國房地產(chǎn)TOP10研究組的研究結(jié)果顯示:我國房地產(chǎn)品牌建設(shè)取得了長足進(jìn)步,為品牌企業(yè)的成長和發(fā)展做出了重要貢獻(xiàn)。然而在市場大環(huán)境仍將調(diào)整的背景下,房地產(chǎn)企業(yè)的品牌經(jīng)營將如何進(jìn)行是國內(nèi)許多房企需要認(rèn)真研究的課題。 論文從房地產(chǎn)品牌以及房地產(chǎn)品牌經(jīng)營的基本理論入手,以奧林匹克花園為研究對象,運(yùn)用文獻(xiàn)法、案例分析、人員訪談等方法,在評述品牌、房地產(chǎn)品牌、品牌資產(chǎn)、整合營銷傳播等相關(guān)文獻(xiàn)的基礎(chǔ)上,系統(tǒng)地分析了奧林匹克花園品牌經(jīng)營的優(yōu)勢與劣勢;運(yùn)用電通蜂窩模型對奧林匹克花園進(jìn)行了品牌診斷,從而深入研究其品牌經(jīng)營的現(xiàn)狀以及存在的問題,并在此基礎(chǔ)上提出了中體奧林匹克花園管理集團(tuán)應(yīng)該進(jìn)一步整合中奧房聯(lián),為奧林匹克花園的品牌連鎖經(jīng)營提供強(qiáng)有力的支撐平臺;同時(shí)提出了奧林匹克花園整合品牌傳播策略,以期在新的品牌傳播圖景中,品牌傳播能夠以一種有效的、連冠的方式向特定的目標(biāo)受眾傳達(dá)清晰的、明確并且一致性的品牌信息,確保企業(yè)實(shí)現(xiàn)品牌傳播資源的合理配置,以相對低的成本投入,獲得高的傳播效益。 本文之研究結(jié)論對于國內(nèi)相關(guān)房地產(chǎn)品牌經(jīng)營具有一定的可借鑒意義,關(guān)于房地產(chǎn)品牌特許連鎖經(jīng)營與品牌傳播也具有一定的可推廣性。
[Abstract]:In the current real estate market environment, with the gradual maturity of consumer consumption concept, the advantages of brand enterprises are obvious. According to the research results of China Real Estate TOP10 Research Group, China's real estate brand construction has made great progress, and has made important contributions to the growth and development of brand enterprises. However, under the background that market environment will still be adjusted, how to carry out brand management of real estate enterprises is a subject that many domestic housing enterprises need to study seriously. Starting with the basic theory of real estate brand and real estate brand management, taking the Olympic Garden as the research object, using the methods of literature, case analysis and personnel interview, this paper comments on brand, real estate brand, brand equity, etc. On the basis of integrated marketing communication and other related documents, this paper systematically analyzes the advantages and disadvantages of the Olympic Garden brand management. The brand diagnosis of Olympic Garden is carried out by using Dentsu honeycomb model, and the present situation and existing problems of its brand management are studied in depth. On the basis of this, the author puts forward that the Chinese Olympic Garden Management Group should further integrate the Sino-Austrian Federation to provide a strong support platform for the brand chain management of the Olympic Garden; At the same time, it puts forward the Olympic Garden integrated brand communication strategy, so that in the new brand communication picture, brand communication can communicate clearly to a specific target audience in an effective and consecutive way. Clear and consistent brand information to ensure that enterprises to achieve a reasonable allocation of brand communication resources, relatively low cost input, high communication efficiency. The conclusion of this paper can be used for reference for the domestic real estate brand management, and about the real estate brand franchise chain operation and brand communication has a certain extension.
【學(xué)位授予單位】：西北大學(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(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 侯賓;摩托羅拉手機(jī)線上線下整合營銷傳播策略研究[D];北京郵電大學(xué);2013年

，

本文編號：2333975