【摘要】： 現(xiàn)代社會(huì),品牌作為企業(yè)巨大的無(wú)形資產(chǎn),其重要性已超過(guò)土地及貨幣、技術(shù)和人力資本等戰(zhàn)略要素。從一定意義上來(lái)說(shuō),現(xiàn)代企業(yè)間的競(jìng)爭(zhēng)已經(jīng)成為品牌間的競(jìng)爭(zhēng)。因此,企業(yè)能否培育出自有品牌,并將其塑造成強(qiáng)勢(shì)品牌,已成為一個(gè)企業(yè)在市場(chǎng)上是否具有可持續(xù)核心競(jìng)爭(zhēng)優(yōu)勢(shì)的重要標(biāo)志。實(shí)施品牌營(yíng)銷戰(zhàn)略是時(shí)代對(duì)一個(gè)成熟的現(xiàn)代企業(yè)的緊迫要求。 目前我國(guó)城鎮(zhèn)化建設(shè)步伐的加快以及城市居民住房消費(fèi)的熱潮均使得我國(guó)房地產(chǎn)市場(chǎng)存在巨大的發(fā)展空間。但是在產(chǎn)品質(zhì)量日趨成熟、同質(zhì)化日益嚴(yán)重和消費(fèi)者不斷理性的多重夾擊下,品牌競(jìng)爭(zhēng)力不足從根本上制約了很多房地產(chǎn)企業(yè)的進(jìn)一步發(fā)展。 作為湖南房地產(chǎn)行業(yè)的較早進(jìn)入者,湖南永泰房地產(chǎn)有限公司(以下簡(jiǎn)稱永泰公司)也面臨同樣的問(wèn)題:每年各類宣傳費(fèi)用的投入并沒(méi)有為公司的銷售和市場(chǎng)占有帶來(lái)同比例增長(zhǎng)。一方面市場(chǎng)競(jìng)爭(zhēng)日趨激烈,另一方面企業(yè)發(fā)展停滯不前,內(nèi)憂外患的現(xiàn)實(shí)狀況迫使永泰公司的決策者越來(lái)越意識(shí)到:只有以市場(chǎng)為導(dǎo)向,實(shí)施品牌營(yíng)銷才是解決問(wèn)題的最終之道。 本文在研究上采用理論分析與實(shí)證分析相結(jié)合的方法,以定性分析為主,輔以部分定量分析。筆者從分析內(nèi)外環(huán)境和品牌營(yíng)銷現(xiàn)狀入手,運(yùn)用現(xiàn)代品牌營(yíng)銷理念特別是一些前沿理論和觀點(diǎn),為永泰公司制定了切實(shí)可行的品牌營(yíng)銷策略。其中,在品牌識(shí)別定位與形象設(shè)計(jì)、品牌的推廣和品牌價(jià)值提升等方面做了重點(diǎn)闡述。另外,根據(jù)該公司現(xiàn)狀,本文也提出了品牌營(yíng)銷實(shí)施建議,包括跨職能部門建立,企業(yè)文化建設(shè)、業(yè)務(wù)流程重組等,同時(shí)運(yùn)用統(tǒng)計(jì)和財(cái)務(wù)方面的知識(shí)為公司制定了品牌營(yíng)銷實(shí)施效果評(píng)估方案,以期永泰公司通過(guò)品牌營(yíng)銷的實(shí)施最終達(dá)到提升核心競(jìng)爭(zhēng)力,抗擊市場(chǎng)風(fēng)險(xiǎn),實(shí)現(xiàn)可持續(xù)發(fā)展的目標(biāo)。 目前,品牌營(yíng)銷在我國(guó)房地產(chǎn)行業(yè)已經(jīng)有了一定的發(fā)展,隨著當(dāng)前宏觀經(jīng)濟(jì)的調(diào)控和市場(chǎng)需求的壓縮,更加劇了房地產(chǎn)市場(chǎng)的競(jìng)爭(zhēng),品牌競(jìng)爭(zhēng)也就無(wú)疑成為了房地產(chǎn)公司生存與發(fā)展的關(guān)鍵。本論文提出的品牌營(yíng)銷策略對(duì)永泰公司拓展市場(chǎng),提高核心競(jìng)爭(zhēng)力具有一定的參考價(jià)值。另外,本論文的研究成果對(duì)其他同類房地產(chǎn)企業(yè)實(shí)施品牌營(yíng)銷也具有一定的借鑒意義。
[Abstract]:In modern society, as a huge intangible asset, brand is more important than land, currency, technology and human capital. In a sense, the competition between modern enterprises has become the competition between brands. Therefore, whether an enterprise can cultivate its own brand and make it into a strong brand has become an important symbol of whether an enterprise has a sustainable core competitive advantage in the market. The implementation of brand marketing strategy is an urgent requirement for a mature modern enterprise. At present, the quickening pace of urbanization construction and the upsurge of housing consumption of urban residents make the real estate market of our country have huge development space. However, with the product quality maturing, homogeneity becoming more and more serious and consumers constantly rational, the lack of brand competitiveness has fundamentally restricted the further development of many real estate enterprises. As an early entrant in Hunan's real estate industry, Hunan Yongtai Real Estate Co., Ltd. (hereinafter referred to as Yongtai Company) also faces the same problem: the investment of various kinds of publicity expenses does not bring the same proportion of growth to the company's sales and market share. On the one hand, the market competition is becoming increasingly fierce, on the other hand, the development of enterprises is stagnant. The reality of internal and external troubles forces Yongtai's policy makers to realize more and more that only market-oriented, Brand marketing is the ultimate solution to the problem. This paper adopts the method of combining theoretical analysis and empirical analysis, mainly qualitative analysis, supplemented by partial quantitative analysis. Starting with the analysis of the internal and external environment and the current situation of brand marketing, the author makes a feasible brand marketing strategy for Yongtai Company by using the modern brand marketing concept, especially some advanced theories and viewpoints. Among them, in the brand identification positioning and image design, brand promotion and brand value promotion and so on has made the emphases elaboration. In addition, according to the current situation of the company, this paper also puts forward some suggestions for the implementation of brand marketing, including the establishment of cross-functional departments, the construction of corporate culture, the reengineering of business processes, etc. At the same time, using the knowledge of statistics and finance, the company has established a brand marketing implementation evaluation program, with a view to the Yongtai company through the implementation of brand marketing ultimately to enhance the core competitiveness, to combat market risks, Achieving the goal of sustainable development At present, brand marketing has developed in the real estate industry of our country. With the current macroeconomic regulation and the compression of market demand, the competition in the real estate market has been intensified. Brand competition is undoubtedly the key to the survival and development of real estate companies. The brand marketing strategy proposed in this paper has certain reference value for Yongtai Company to expand its market and improve its core competitiveness. In addition, the research results of this paper also have some reference significance for other similar real estate enterprises to implement brand marketing.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F274;F293.3

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 龍江;綿陽(yáng)HT房地產(chǎn)公司品牌建設(shè)研究[D];電子科技大學(xué);2009年

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本文編號(hào)：2413343