綿陽HT房地產(chǎn)公司品牌建設(shè)研究
發(fā)布時間：2019-03-13 16:52
【摘要】： 近年來我國的房地產(chǎn)市場發(fā)展十分迅速,競爭愈演愈烈,經(jīng)歷了價格競爭和質(zhì)量競爭階段的我國房地產(chǎn)企業(yè),已逐步進入了品牌競爭的時代,未來的房地產(chǎn)市場競爭必將在少數(shù)優(yōu)秀品牌之間的展開。盡管我國已有不少房地產(chǎn)企業(yè)早已將品牌建設(shè)作為企業(yè)戰(zhàn)略發(fā)展和謀求長遠利益的策略,并已先后開始塑造企業(yè)品牌,但目前房地產(chǎn)企業(yè)對品牌的認識及運用還非常不成熟,有不少企業(yè)甚至走進了品牌建設(shè)誤區(qū),而我國中小房地產(chǎn)企業(yè)由于自身條件有限,其品牌建設(shè)則更加困難了。 本文是以一家位于綿陽的中小型房地產(chǎn)企業(yè)——HT房地產(chǎn)開發(fā)公司作為研究對象,面對激烈的市場競爭以及汶川大地震帶來的特殊影響,HT如何通過品牌建設(shè)發(fā)展壯大,并獲得長期的競爭優(yōu)勢值得研究。本文主要以品牌建設(shè)理論、市場營銷理論、現(xiàn)代管理理論等相關(guān)知識為指導(dǎo),采用了企業(yè)調(diào)研、問卷調(diào)查、專家走訪、數(shù)據(jù)統(tǒng)計分析等科學(xué)研究方法。首先總結(jié)了國內(nèi)外學(xué)者對房地產(chǎn)企業(yè)品牌建設(shè)的研究現(xiàn)狀,并通過收集和整理大量的文獻及資料,總結(jié)了品牌及房地產(chǎn)品牌建設(shè)的相關(guān)理論,分析了我國房地產(chǎn)企業(yè)品牌建設(shè)的作用、現(xiàn)狀以及存在的主要問題,規(guī)劃了HT房地產(chǎn)公司企業(yè)品牌建設(shè)研究流程。 接下來通過專家走訪、市場調(diào)研、員工訪談,并結(jié)合對公司內(nèi)部資料的分析和本人在HT房地產(chǎn)公司的長期工作經(jīng)驗,全面分析了HT的企業(yè)及品牌建設(shè)的現(xiàn)狀、企業(yè)所在區(qū)域及市場環(huán)境特點,并使用SWOT對企業(yè)進行了全面分析,從而對HT房地產(chǎn)企業(yè)的品牌建設(shè)進行了戰(zhàn)略定位,在此基礎(chǔ)之上,針對HT的企業(yè)特點,提出了基于HT品牌戰(zhàn)略定位的、具有實際可操作性的品牌建設(shè)策略、品牌傳播、監(jiān)控與維護及延伸策略。 本文的研究結(jié)果對HT房地產(chǎn)公司的企業(yè)品牌建設(shè)具有積極的指導(dǎo)意義,也可供我國中小型房地產(chǎn)開發(fā)企業(yè)打造企業(yè)品牌借鑒。
[Abstract]:In recent years, the real estate market of our country develops very rapidly, the competition intensifies, the real estate enterprise of our country that has experienced the stage of price competition and quality competition has entered the era of brand competition step by step. Real estate market competition in the future will be in a small number of excellent brands between the unfolding. Although many real estate enterprises in our country have already regarded brand building as the strategy of enterprise strategic development and seeking long-term interests, and have begun to shape the enterprise brand successively, the understanding and application of brand in real estate enterprises are still very immature at present. A lot of enterprises have even entered the brand construction mistake, and our country small and medium-sized real estate enterprises because their own condition is limited, its brand construction is more difficult. This article is a small and medium-sized real estate enterprise located in Mianyang-HT real estate development company as the research object, facing the fierce market competition and the special impact of the Wenchuan earthquake, how to develop HT through brand building, And obtain long-term competitive advantage is worth studying. Under the guidance of brand building theory, marketing theory, modern management theory and other related knowledge, this paper adopts scientific research methods such as enterprise investigation, questionnaire survey, expert visit, data statistical analysis and so on. Firstly, this paper summarizes the research status of domestic and foreign scholars on the brand construction of real estate enterprises, and through collecting and collating a large number of documents and materials, summarizes the relevant theories of brand and real estate brand construction. This paper analyzes the function, present situation and main problems of brand construction of real estate enterprises in China, and plans the research process of brand construction of HT real estate companies. Next through the expert visit, the market research, the employee interview, and the analysis of the company's internal data and my long-term working experience in the HT real estate company, this paper comprehensively analyzes the current situation of the enterprise and brand construction of HT. Based on the characteristics of the regional and market environment of the enterprise and the comprehensive analysis of the enterprise by using SWOT, the brand construction of the HT real estate enterprise is strategically positioned. On this basis, according to the characteristics of the enterprise of HT, the author makes a strategic analysis of the brand construction of the real estate enterprise of HT. The brand construction strategy, brand communication strategy, monitoring and maintenance strategy and extension strategy based on HT brand strategy are put forward. The research results of this paper have positive guiding significance for HT real estate company to build enterprise brand, and can also be used for reference by small and medium-sized real estate development enterprises in our country to build enterprise brand.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2;F293.3
本文編號：2439583
[Abstract]:In recent years, the real estate market of our country develops very rapidly, the competition intensifies, the real estate enterprise of our country that has experienced the stage of price competition and quality competition has entered the era of brand competition step by step. Real estate market competition in the future will be in a small number of excellent brands between the unfolding. Although many real estate enterprises in our country have already regarded brand building as the strategy of enterprise strategic development and seeking long-term interests, and have begun to shape the enterprise brand successively, the understanding and application of brand in real estate enterprises are still very immature at present. A lot of enterprises have even entered the brand construction mistake, and our country small and medium-sized real estate enterprises because their own condition is limited, its brand construction is more difficult. This article is a small and medium-sized real estate enterprise located in Mianyang-HT real estate development company as the research object, facing the fierce market competition and the special impact of the Wenchuan earthquake, how to develop HT through brand building, And obtain long-term competitive advantage is worth studying. Under the guidance of brand building theory, marketing theory, modern management theory and other related knowledge, this paper adopts scientific research methods such as enterprise investigation, questionnaire survey, expert visit, data statistical analysis and so on. Firstly, this paper summarizes the research status of domestic and foreign scholars on the brand construction of real estate enterprises, and through collecting and collating a large number of documents and materials, summarizes the relevant theories of brand and real estate brand construction. This paper analyzes the function, present situation and main problems of brand construction of real estate enterprises in China, and plans the research process of brand construction of HT real estate companies. Next through the expert visit, the market research, the employee interview, and the analysis of the company's internal data and my long-term working experience in the HT real estate company, this paper comprehensively analyzes the current situation of the enterprise and brand construction of HT. Based on the characteristics of the regional and market environment of the enterprise and the comprehensive analysis of the enterprise by using SWOT, the brand construction of the HT real estate enterprise is strategically positioned. On this basis, according to the characteristics of the enterprise of HT, the author makes a strategic analysis of the brand construction of the real estate enterprise of HT. The brand construction strategy, brand communication strategy, monitoring and maintenance strategy and extension strategy based on HT brand strategy are put forward. The research results of this paper have positive guiding significance for HT real estate company to build enterprise brand, and can also be used for reference by small and medium-sized real estate development enterprises in our country to build enterprise brand.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2;F293.3
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