我國中小房地產(chǎn)企業(yè)品牌營銷戰(zhàn)略發(fā)展研究
發(fā)布時間：2019-06-03 16:23
【摘要】： 1998年我國房地產(chǎn)業(yè)停止住房分配,房地產(chǎn)業(yè)開始走向市場化。隨著我國市場經(jīng)濟水平的提高,國內(nèi)產(chǎn)品的競爭開始演化成品牌的競爭,房地產(chǎn)行業(yè)自然也不例外。在新消費時代,人們需要的已不僅是房子本身,而是房子的象征,即作為購房者情感、個性、地位、財富的符號、形式與表征及其獨特的心理情感需求。中小房地產(chǎn)企業(yè)更應(yīng)該響應(yīng)品牌時代的號召,用戰(zhàn)略思維來進行品牌定位、品牌設(shè)計與品牌整合傳播,實現(xiàn)品牌營銷所帶來的經(jīng)濟效益。 本文是在梳理國內(nèi)外營銷戰(zhàn)略和品牌戰(zhàn)略相關(guān)文獻的基礎(chǔ)上,整理出房地產(chǎn)品牌營銷戰(zhàn)略的構(gòu)成及其發(fā)展模式,再運用從一般到特殊的思路,結(jié)合我國中小房地產(chǎn)企業(yè)實施品牌營銷戰(zhàn)略的現(xiàn)狀,分析問題,提出對策。 本文研究的主要內(nèi)容是中小房產(chǎn)企業(yè)實施品牌營銷戰(zhàn)略的必要性及其實現(xiàn)途徑。解決為什么中小房地產(chǎn)企業(yè)要實施品牌營銷戰(zhàn)略,分析2006年以來,房地產(chǎn)行業(yè)所面臨的國家宏觀調(diào)控政策環(huán)境,研究中小企業(yè)在新形勢下實施品牌營銷戰(zhàn)略的發(fā)展模式,為其成長壯大提供建議。本文提出了房地產(chǎn)品牌營銷戰(zhàn)略的發(fā)展模式——市場價值導(dǎo)向發(fā)展模式。該模式是依據(jù)消費者需求的多元性,對房地產(chǎn)這種產(chǎn)品具有離散型更強的預(yù)期價值的特點而提出的。它的核心是滿足消費者的需求,房地產(chǎn)企業(yè)的任何行為都應(yīng)該圍繞消費者的需求改變,這樣才能實現(xiàn)消費者與企業(yè)利益的共贏。該模式的流程是以消費者為核心,采用整合營銷傳播(IMC)的理念,將傳統(tǒng)的3P(價格、產(chǎn)品、渠道)作為品牌營銷戰(zhàn)略的基本要素,著眼于企業(yè)和潛在消費者的長期關(guān)系。它適應(yīng)了消費者對房地產(chǎn)這種商品需求多元化的時代特性,對于中小企業(yè)的長期發(fā)展具有戰(zhàn)略性的指導(dǎo)作用。 論文的主要結(jié)構(gòu)如下:第一部分為緒論,介紹本論文的研究背景、研究意義,梳理國內(nèi)外相關(guān)研究,論文的研究目標(biāo)、內(nèi)容和方法;第二部分為理論整合,詳細(xì)介紹營銷戰(zhàn)略理論和品牌戰(zhàn)略理論;第三部分介紹房地產(chǎn)品牌營銷戰(zhàn)略的構(gòu)成和發(fā)展模式,詳述房地產(chǎn)定義及特性,房地產(chǎn)品牌的概念與內(nèi)涵及房地產(chǎn)品牌營銷戰(zhàn)略的含義等內(nèi)容;第四部分對我國中小房地產(chǎn)企業(yè)實施品牌營銷戰(zhàn)略的狀況進行分析,剖析中小房地產(chǎn)企業(yè)在品牌定位、品牌設(shè)計與品牌整合傳播過程中的問題與原因;第五部分為我國中小房地產(chǎn)企業(yè)實施品牌營銷戰(zhàn)略發(fā)展研究,在政策面的分析基礎(chǔ)之上,給出中小房地產(chǎn)企業(yè)的戰(zhàn)略選擇及其具體策略;第六部分為案例分析,運用福建鴻圖房地產(chǎn)開發(fā)有限公司的品牌營銷之路來證實品牌營銷戰(zhàn)略的效益性。
[Abstract]:In 1998, China's real estate industry stopped housing distribution, the real estate industry began to market. With the improvement of market economy in our country, the competition of domestic products begins to evolve into brand competition, and the real estate industry is no exception. In the new consumption era, what people need is not only the house itself, but also the symbol of the house, that is, as the symbol of the buyer's emotion, personality, status, wealth, form and representation and its unique psychological and emotional needs. Small and medium-sized real estate enterprises should respond to the call of brand era, use strategic thinking to carry out brand positioning, brand design and brand integration and communication, to achieve the economic benefits of brand marketing. On the basis of combing the relevant literature of marketing strategy and brand strategy at home and abroad, this paper collates the composition and development mode of real estate brand marketing strategy, and then uses the general to special ideas. Combined with the present situation of brand marketing strategy implemented by small and medium-sized real estate enterprises in China, this paper analyzes the problems and puts forward some countermeasures. The main content of this paper is the necessity and realization of brand marketing strategy for small and medium-sized real estate enterprises. To solve why small and medium-sized real estate enterprises should implement brand marketing strategy, analyze the national macro-control policy environment faced by the real estate industry since 2006, and study the development model of small and medium-sized enterprises implementing brand marketing strategy under the new situation. Provide advice for its growth and growth. This paper puts forward the development mode of real estate brand marketing strategy-market value oriented development model. This model is based on the diversity of consumer demand and has the characteristics of discrete and stronger expected value for real estate products. Its core is to meet the needs of consumers, any behavior of real estate enterprises should be changed around the needs of consumers, so as to achieve the win-win interests of consumers and enterprises. The process of this model is to take consumers as the core, adopt the concept of integrated marketing communication (IMC), take the traditional 3P (price, product, channel) as the basic element of brand marketing strategy, and focus on the long-term relationship between enterprises and potential consumers. It adapts to the characteristics of consumers' diversified demand for real estate, and plays a strategic guiding role for the long-term development of small and medium-sized enterprises. The main structure of the paper is as follows: the first part is the introduction, which introduces the research background and significance of this paper, combs the relevant research at home and abroad, and the research objectives, contents and methods of the paper; The second part is the theoretical integration, which introduces the marketing strategy theory and brand strategy theory in detail. The third part introduces the composition and development mode of real estate brand marketing strategy, details the definition and characteristics of real estate, the concept and connotation of real estate brand and the meaning of real estate brand marketing strategy. The fourth part analyzes the situation of the implementation of brand marketing strategy in small and medium-sized real estate enterprises in China, and analyzes the problems and reasons in the process of brand positioning, brand design and brand integration and communication of small and medium-sized real estate enterprises. The fifth part is the research on the development of brand marketing strategy for small and medium-sized real estate enterprises in our country. On the basis of policy analysis, the strategic choice and specific strategies of small and medium-sized real estate enterprises are given. The sixth part is the case analysis, using Fujian Hongtu Real Estate Development Co., Ltd.'s brand marketing road to confirm the effectiveness of brand marketing strategy.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F274;F273.2;F293.3
本文編號：2492064
[Abstract]:In 1998, China's real estate industry stopped housing distribution, the real estate industry began to market. With the improvement of market economy in our country, the competition of domestic products begins to evolve into brand competition, and the real estate industry is no exception. In the new consumption era, what people need is not only the house itself, but also the symbol of the house, that is, as the symbol of the buyer's emotion, personality, status, wealth, form and representation and its unique psychological and emotional needs. Small and medium-sized real estate enterprises should respond to the call of brand era, use strategic thinking to carry out brand positioning, brand design and brand integration and communication, to achieve the economic benefits of brand marketing. On the basis of combing the relevant literature of marketing strategy and brand strategy at home and abroad, this paper collates the composition and development mode of real estate brand marketing strategy, and then uses the general to special ideas. Combined with the present situation of brand marketing strategy implemented by small and medium-sized real estate enterprises in China, this paper analyzes the problems and puts forward some countermeasures. The main content of this paper is the necessity and realization of brand marketing strategy for small and medium-sized real estate enterprises. To solve why small and medium-sized real estate enterprises should implement brand marketing strategy, analyze the national macro-control policy environment faced by the real estate industry since 2006, and study the development model of small and medium-sized enterprises implementing brand marketing strategy under the new situation. Provide advice for its growth and growth. This paper puts forward the development mode of real estate brand marketing strategy-market value oriented development model. This model is based on the diversity of consumer demand and has the characteristics of discrete and stronger expected value for real estate products. Its core is to meet the needs of consumers, any behavior of real estate enterprises should be changed around the needs of consumers, so as to achieve the win-win interests of consumers and enterprises. The process of this model is to take consumers as the core, adopt the concept of integrated marketing communication (IMC), take the traditional 3P (price, product, channel) as the basic element of brand marketing strategy, and focus on the long-term relationship between enterprises and potential consumers. It adapts to the characteristics of consumers' diversified demand for real estate, and plays a strategic guiding role for the long-term development of small and medium-sized enterprises. The main structure of the paper is as follows: the first part is the introduction, which introduces the research background and significance of this paper, combs the relevant research at home and abroad, and the research objectives, contents and methods of the paper; The second part is the theoretical integration, which introduces the marketing strategy theory and brand strategy theory in detail. The third part introduces the composition and development mode of real estate brand marketing strategy, details the definition and characteristics of real estate, the concept and connotation of real estate brand and the meaning of real estate brand marketing strategy. The fourth part analyzes the situation of the implementation of brand marketing strategy in small and medium-sized real estate enterprises in China, and analyzes the problems and reasons in the process of brand positioning, brand design and brand integration and communication of small and medium-sized real estate enterprises. The fifth part is the research on the development of brand marketing strategy for small and medium-sized real estate enterprises in our country. On the basis of policy analysis, the strategic choice and specific strategies of small and medium-sized real estate enterprises are given. The sixth part is the case analysis, using Fujian Hongtu Real Estate Development Co., Ltd.'s brand marketing road to confirm the effectiveness of brand marketing strategy.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F274;F273.2;F293.3
【引證文獻】
相關(guān)期刊論文 前1條
1 余柔生;;基于中小房地產(chǎn)企業(yè)發(fā)展的品牌營銷戰(zhàn)略分析[J];經(jīng)濟師;2011年02期
相關(guān)碩士學(xué)位論文 前4條
1 張曉東;房地產(chǎn)企業(yè)營銷策略選擇的影響因素研究[D];沈陽建筑大學(xué);2011年
2 章鳳;HA集團公司營銷戰(zhàn)略研究[D];西北大學(xué);2011年
3 郭靜;基于生態(tài)位理論的房地產(chǎn)企業(yè)品牌構(gòu)建策略研究[D];山東大學(xué);2012年
4 王炳濤;我國叉車制造企業(yè)的品牌營銷研究[D];四川師范大學(xué);2012年
，本文編號：2492064
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