房地產企業(yè)品牌價值研究
發(fā)布時間：2018-11-26 12:49
【摘要】： 中國是一個十三億人口的大國,現在正處于城鎮(zhèn)化、工業(yè)化、國際化加快發(fā)展的時期,大量城市居民要改善居住條件,大量農村人口要移居城市生產生活,大量的企業(yè)成長壯大需要購房置業(yè),大量外商要在中國投資興業(yè),這一系列市場需求為中國房地產發(fā)展提供了巨大的市場空間,但是我國的房地產企業(yè)正處于品牌建設初級階段,大多數房地產品牌企業(yè)對品牌的理解還停留在品牌的表面階段,對房地產品牌的建設也只僅限于營銷打造的范圍內,將品牌建設納入到企業(yè)的整體系統(tǒng)運營中的思路還不多見,結果導致消費者很難感到品牌的價值所在,甚至對品牌企業(yè)不認可不信任,其中不少房地產企業(yè)也沒有切身體會到品牌對企業(yè)的價值貢獻,對品牌建設處于一種茫然狀態(tài),對如何運用品牌對所有者和使用者受益,如何為所用者和使用者創(chuàng)造更多的價值方面理解不深。但是,有難度,不等于這個行業(yè)可以不要品牌。特別是近年來,房地產市場的競爭加劇,國家宏觀調控又一輪來襲,全國各地加大政策性住房建設,今后幾年土地、資金和客戶等資源將逐步向有實力且有品牌價值的房地產企業(yè)聚集,因而加強品牌建設、提升品牌價值是房地產企業(yè)在日益激烈的市場競爭中取勝的重要手段。 本文結合國內外品牌建設方面的相關理論,采用定性與定量分析相結合、理論分析和實踐相結合的方法,針對我國房地產品牌建設工作現狀進行分析,圍繞房地產品牌基礎理論為起點分析了房地產品牌價值內涵、房地產品牌價值特性、重點放在房地產品牌價值評價相關理論(也是本文核心部分)包括影響房地產品牌價值因素、評價模型、評價方法等,著重分析了目前常見品牌價值評價方法存在的局限,在結合相關理論基礎上提出了自己的評價方法,這也是本文創(chuàng)新所在,最后提出了構建房地產品牌價值的策略和意見,在實踐分析中,本文選擇中海地產作為案例,利用本文提出的觀點理論和方法,對中海地產的品牌價值進行了深入分析。
[Abstract]:China is a large country with a population of 1.3 billion. It is now in a period of rapid development of urbanization, industrialization and internationalization. A large number of urban residents want to improve their living conditions, and a large number of rural people want to emigrate to urban production and living. A large number of enterprises need to buy homes and buy property when they grow and grow, and a large number of foreign businessmen want to invest in China to start a business. This series of market demands provide a huge market space for the development of real estate in China. However, the real estate enterprises in our country are in the initial stage of brand construction, and most of the real estate brand enterprises still remain in the superficial stage of brand construction, and the construction of real estate brand is only limited to the scope of marketing. The idea of bringing brand construction into the whole system operation of the enterprise is still rare. As a result, it is very difficult for consumers to feel the value of the brand, and even distrust the brand enterprise. Many of the real estate enterprises have not personally realized the value contribution of the brand to the enterprise, they are in a state of loss to the brand building, and how to use the brand to benefit the owner and the user. How to create more value for users and users is not well understood. However, there is difficulty, does not mean that the industry can not be brand. In particular, in recent years, competition in the real estate market has intensified, another round of state macro-control has come, and policy housing construction has been stepped up throughout the country, and land will be built in the next few years. Resources such as funds and customers will gradually gather to real estate enterprises with strength and brand value, so strengthening brand construction and promoting brand value is an important means for real estate enterprises to win in the increasingly fierce market competition. This article combines the domestic and foreign brand construction related theories, uses the qualitative and the quantitative analysis union, the theory analysis and the practice unifies the method, carries on the analysis to our country real estate brand construction work present situation. Based on the basic theory of real estate brand, this paper analyzes the connotation of real estate brand value and the characteristics of real estate brand value. Focus on the real estate brand value evaluation theory (which is the core part of this article), including the impact of real estate brand value factors, evaluation models, evaluation methods and so on, focusing on the analysis of the current common brand value evaluation methods, On the basis of relevant theories, this paper puts forward its own evaluation method, which is also the innovation of this paper. Finally, it puts forward the strategies and suggestions to build the brand value of real estate. In the practical analysis, this paper chooses Zhonghai Real Estate as a case study. By using the theory and method of this paper, the brand value of Zhonghai Real Estate is deeply analyzed.
【學位授予單位】：首都經濟貿易大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2;F293.3
本文編號：2358612
[Abstract]:China is a large country with a population of 1.3 billion. It is now in a period of rapid development of urbanization, industrialization and internationalization. A large number of urban residents want to improve their living conditions, and a large number of rural people want to emigrate to urban production and living. A large number of enterprises need to buy homes and buy property when they grow and grow, and a large number of foreign businessmen want to invest in China to start a business. This series of market demands provide a huge market space for the development of real estate in China. However, the real estate enterprises in our country are in the initial stage of brand construction, and most of the real estate brand enterprises still remain in the superficial stage of brand construction, and the construction of real estate brand is only limited to the scope of marketing. The idea of bringing brand construction into the whole system operation of the enterprise is still rare. As a result, it is very difficult for consumers to feel the value of the brand, and even distrust the brand enterprise. Many of the real estate enterprises have not personally realized the value contribution of the brand to the enterprise, they are in a state of loss to the brand building, and how to use the brand to benefit the owner and the user. How to create more value for users and users is not well understood. However, there is difficulty, does not mean that the industry can not be brand. In particular, in recent years, competition in the real estate market has intensified, another round of state macro-control has come, and policy housing construction has been stepped up throughout the country, and land will be built in the next few years. Resources such as funds and customers will gradually gather to real estate enterprises with strength and brand value, so strengthening brand construction and promoting brand value is an important means for real estate enterprises to win in the increasingly fierce market competition. This article combines the domestic and foreign brand construction related theories, uses the qualitative and the quantitative analysis union, the theory analysis and the practice unifies the method, carries on the analysis to our country real estate brand construction work present situation. Based on the basic theory of real estate brand, this paper analyzes the connotation of real estate brand value and the characteristics of real estate brand value. Focus on the real estate brand value evaluation theory (which is the core part of this article), including the impact of real estate brand value factors, evaluation models, evaluation methods and so on, focusing on the analysis of the current common brand value evaluation methods, On the basis of relevant theories, this paper puts forward its own evaluation method, which is also the innovation of this paper. Finally, it puts forward the strategies and suggestions to build the brand value of real estate. In the practical analysis, this paper chooses Zhonghai Real Estate as a case study. By using the theory and method of this paper, the brand value of Zhonghai Real Estate is deeply analyzed.
【學位授予單位】：首都經濟貿易大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2;F293.3
【引證文獻】
相關碩士學位論文 前2條
1 姚利敏;蘭州市房地產品牌傳播策略研究[D];蘭州大學;2011年
2 萬敏;房地產企業(yè)品牌價值評估研究[D];蘇州大學;2012年
，本文編號：2358612
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