本文關(guān)鍵詞：中海地產(chǎn)品牌重建研究　出處：《吉林大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 品牌營銷 中海地產(chǎn) 品牌重建 重建策略

【摘要】：經(jīng)過二十余年的發(fā)展，我國的房地產(chǎn)市場從無到有，從個(gè)別企業(yè)獨(dú)大到企業(yè)之間競爭愈演愈烈，從開始的賣方市場到現(xiàn)今的買方市場，發(fā)展至今，房地產(chǎn)市場的競爭已經(jīng)從傳統(tǒng)的價(jià)格競爭和質(zhì)量競爭向品牌競爭轉(zhuǎn)變。品牌作為企業(yè)的巨大無形財(cái)富，是在激烈競爭中扭轉(zhuǎn)企業(yè)局勢的重要工具，其重要性已經(jīng)遠(yuǎn)超過了土地、資金、技術(shù)或是人力等實(shí)物性要素。房地產(chǎn)企業(yè)在面臨行業(yè)內(nèi)的激烈競爭和行業(yè)外的嚴(yán)厲宏觀調(diào)控政策之時(shí)，塑造、建立一個(gè)強(qiáng)勢的企業(yè)是提高企業(yè)市場競爭力的關(guān)鍵一步，樹立一個(gè)科學(xué)的品牌發(fā)展策略也是一個(gè)成熟企業(yè)的標(biāo)志，本文通過以下幾個(gè)步驟實(shí)現(xiàn)對(duì)中海地產(chǎn)重建問題的全面深刻的研究。本文主要分為五個(gè)部分： 第一章：緒論。該部分主要闡述了本文的研究背景，表明對(duì)這一選題進(jìn)行論述的重要性，同時(shí)對(duì)國內(nèi)外學(xué)者的相關(guān)研究成果進(jìn)行簡要總結(jié)和學(xué)習(xí)，結(jié)合以往學(xué)者的研究結(jié)果提出本文研究的創(chuàng)新點(diǎn)和研究方法，以圖例形式展示了本文的研究框架。 第二章：論文研究的理論基礎(chǔ)。該部分對(duì)房地產(chǎn)品牌的內(nèi)涵及作用進(jìn)行了初步的剖析，并且闡明了房地產(chǎn)企業(yè)建立品牌的重要性和必然性，從而為論文的研究主題奠定理論基礎(chǔ)；同時(shí)該部分還對(duì)房地產(chǎn)品牌營銷理論進(jìn)行了總結(jié)和學(xué)習(xí)，從而提高了對(duì)中海地產(chǎn)品牌重建主題的研究高度。 第三章：中海地產(chǎn)及其發(fā)展環(huán)境分析。該部分?jǐn)⑹隽酥泻５禺a(chǎn)的發(fā)展現(xiàn)狀，分析了一些中海地產(chǎn)在品牌營銷過程中存在的問題，并從宏觀的角度分析了中海地產(chǎn)所處的市場環(huán)境。 第四章：中海地產(chǎn)品牌建設(shè)及其經(jīng)營現(xiàn)狀。該部分重點(diǎn)分析了中海地產(chǎn)在面臨新的房地產(chǎn)市場形勢下所作出的品牌建設(shè)，分析了品牌建設(shè)的重要性，并客觀的考察了中海地產(chǎn)目前的品牌營銷狀態(tài)，分析中海地產(chǎn)的經(jīng)營現(xiàn)狀。 第五章：中海地產(chǎn)品牌重建策略研究。該部分從品牌建設(shè)，品牌傳播和品牌維護(hù)三個(gè)方面來對(duì)品牌重建進(jìn)行系統(tǒng)的闡述，分析得出了中海地產(chǎn)品牌重建的具體過程和應(yīng)當(dāng)遵循的法則。 第六章：中海地產(chǎn)品牌重建策略的實(shí)施保障。該部分首先論述了中海地產(chǎn)品牌重建的意義和重要性，從而提出中海地產(chǎn)在品牌重建過程中應(yīng)從幾個(gè)方面著手，憑借這些策略很好的實(shí)現(xiàn)品牌重建目標(biāo)。 第七章：全文總結(jié)。該部分系統(tǒng)的總結(jié)了文章的主要內(nèi)容，并闡述了品牌建設(shè)和品牌營銷對(duì)房地產(chǎn)企業(yè)生存的重要性。
[Abstract]:After more than 20 years of development, the real estate market in China has developed from scratch, from individual enterprises to fierce competition between enterprises, from the beginning of the seller's market to the present buyer's market. The competition in the real estate market has changed from traditional price competition and quality competition to brand competition. As a huge intangible wealth of enterprises, brand is an important tool to reverse the situation of enterprises in the fierce competition. Its importance has far exceeded the physical factors such as land, capital, technology or human resources. Real estate enterprises in the face of fierce competition within the industry and the harsh macro-control policies outside the industry, shaping. The establishment of a strong enterprise is a key step to improve the competitiveness of the enterprise market, and the establishment of a scientific brand development strategy is also the symbol of a mature enterprise. This paper realizes the comprehensive and profound research on the reconstruction of China Shipping Real Estate through the following steps. This paper is mainly divided into five parts: The first chapter: introduction. This part mainly describes the research background of this paper, shows the importance of this topic, and at the same time summarizes and studies the related research results of domestic and foreign scholars. Based on the research results of previous scholars, the innovative points and research methods of this paper are put forward, and the research framework of this paper is presented in the form of legend. Chapter two: the theoretical basis of the thesis. This part analyzes the connotation and function of real estate brand, and clarifies the importance and inevitability of establishing brand in real estate enterprise. So as to lay a theoretical foundation for the study of the theme of the paper; At the same time, this part also summarizes and studies the theory of real estate brand marketing, thus improving the research on the theme of brand reconstruction of Zhonghai real estate. Chapter III: analysis of China Shipping Real Estate and its development environment. This part describes the development status of China Shipping Real Estate, and analyzes some problems in the process of brand marketing. And from the macro point of view to analyze the real estate market environment. Chapter 4th: China Shipping real estate brand construction and its management status. This part focuses on the analysis of China Shipping Real Estate in the face of the new real estate market situation of brand construction, analysis of the importance of brand building. And objectively investigate the current brand marketing status of China Shipping Real Estate, and analyze the current operating situation of China Shipping Real Estate. Chapter 5th: research on brand reconstruction strategy of China Shipping Real Estate. This part systematically expounds brand reconstruction from three aspects: brand construction, brand communication and brand maintenance. Analysis of the real estate brand reconstruction process and should follow the rules. Chapter 6th: the implementation of the brand reconstruction strategy of Zhonghai real estate protection. This part first discusses the significance and importance of the brand reconstruction of China Shipping Real Estate, and then puts forward that China Shipping Real Estate should start from several aspects in the process of brand reconstruction. With these strategies, the brand reconstruction goals are well achieved. Chapter 7th: summary of the full text. This part systematically summarizes the main contents of the article, and expounds the importance of brand building and brand marketing to the survival of real estate enterprises.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F299.233.4

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本文編號(hào)：1419940