本文關(guān)鍵詞：國企改革背景下長春潤德房地產(chǎn)開發(fā)有限公司企業(yè)品牌定位研究　出處：《吉林財經(jīng)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著國民經(jīng)濟(jì)的發(fā)展,我國的房地產(chǎn)行業(yè)已邁入了一個高速發(fā)展的時期,房地產(chǎn)行業(yè)競爭日趨激烈,越來越多的開發(fā)商開始規(guī)�；�(jīng)營,行業(yè)水平不斷提高,產(chǎn)品也越來越趨于同質(zhì)化。在這種狀況下,很多開發(fā)商都認(rèn)識到,要想在激烈的市場競爭中獲得成功,必須借助品牌的力量,因此,增強(qiáng)企業(yè)品牌競爭力對于房地產(chǎn)企業(yè)來說至關(guān)重要,而正確有效的企業(yè)品牌定位是企業(yè)品牌建設(shè)的基礎(chǔ),是企業(yè)品牌經(jīng)營成功的前提。長春潤德房地產(chǎn)開發(fā)有限公司是長春市僅有的幾家國有性質(zhì)的房地產(chǎn)開發(fā)企業(yè)之一,公司成立以來,一直以完成政府下達(dá)的指令性保障性住房建設(shè)任務(wù)為主要工作。在長春市政府的大力支持下,經(jīng)過5年多的發(fā)展,公司的整體開發(fā)規(guī)模已達(dá)到50多萬平方米,公司的人員配備和內(nèi)部管理也日趨完善。但隨著國有企業(yè)改革的深化,政府對國有企業(yè)的支持將大大減弱,企業(yè)現(xiàn)有的經(jīng)營模式將不能滿足長遠(yuǎn)發(fā)展的需要,企業(yè)未來面臨著巨大的競爭壓力。在國企改革背景下,如何對企業(yè)品牌進(jìn)行定位,已成為企業(yè)管理者們需要深入探討的問題。本論文首先通過閱讀大量文獻(xiàn)材料,對國內(nèi)外品牌定位和企業(yè)品牌定位的理論研究情況進(jìn)行了概述;其次結(jié)合長春潤德房地產(chǎn)開發(fā)有限公司的實際情況,在對企業(yè)決策者、不同消費(fèi)者進(jìn)行深度訪談的基礎(chǔ)上,對企業(yè)品牌定位現(xiàn)狀、存在問題及企業(yè)品牌定位的宏微觀環(huán)境進(jìn)行了分析;最后設(shè)計出一套適合長春潤德房地產(chǎn)開發(fā)有限公司的企業(yè)品牌定位方案,將長春潤德房地產(chǎn)開發(fā)有限公司的企業(yè)品牌定位分為找位、選位、提位、到位和調(diào)位5個步驟,同時提出了實施企業(yè)品牌定位的4個保障措施,包括人力保障、管理和制度保障、財力保障及文化保障;最后還提出了檢驗品牌定位是否有效的5個評估辦法。希望本文的研究成果能夠為類似的國有房地產(chǎn)企業(yè)的品牌定位提供一定的參考,幫助他們提升品牌競爭力,在激烈的市場競爭中脫穎而出。
[Abstract]:With the development of national economy, China's real estate industry has entered a period of rapid development, the real estate industry competition is becoming increasingly fierce, more and more developers began to scale operation, the industry level continues to improve. Products are also becoming more and more homogeneous. In this situation, many developers have realized that in order to succeed in the fierce market competition, we must rely on the strength of the brand, so. It is very important for real estate enterprises to strengthen the brand competitiveness, and the correct and effective brand positioning is the foundation of brand construction. Changchun Runde Real Estate Development Co., Ltd. is one of the only state-owned real estate development enterprises in Changchun, since its establishment. Under the support of Changchun municipal government, after more than five years of development, the company's overall development scale has reached more than 500,000 square meters. The staffing and internal management of the company are becoming more and more perfect. However, with the deepening of the reform of state-owned enterprises, the government's support to state-owned enterprises will be greatly weakened, and the existing business model of enterprises will not meet the needs of long-term development. Under the background of state-owned enterprise reform, how to position the enterprise brand is facing the huge competition pressure in the future. This paper firstly summarizes the theoretical research of brand positioning at home and abroad by reading a lot of literature. Secondly, combined with the actual situation of Changchun Runde Real Estate Development Co., Ltd., on the basis of in-depth interviews with enterprise decision-makers and different consumers, the status quo of brand positioning of enterprises is discussed. The existing problems and the macro and micro environment of enterprise brand positioning are analyzed. Finally design a suitable for Changchun Runde Real Estate Development Co., Ltd. corporate brand positioning program, Changchun Runde Real Estate Development Co., Ltd. At the same time, it puts forward four safeguard measures to implement enterprise brand positioning, including manpower security, management and system guarantee, financial security and cultural guarantee. Finally, five evaluation methods are put forward to test the effectiveness of brand positioning. I hope that the research results of this paper can provide a certain reference for the brand positioning of similar state-owned real estate enterprises. Help them to enhance brand competitiveness, in the fierce market competition stand out.
【學(xué)位授予單位】：吉林財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F273.2;F299.233.4

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