本文選題：房地產(chǎn)品牌　切入點(diǎn)：路徑　出處：《石家莊經(jīng)濟(jì)學(xué)院》2013年碩士論文

【摘要】：近年來，房地產(chǎn)市場發(fā)展迅速，競爭激烈，賣方的主導(dǎo)地位逐漸被轉(zhuǎn)變。面對日益嚴(yán)峻的市場形勢，一些企業(yè)已經(jīng)意識到應(yīng)該改變企業(yè)戰(zhàn)略，即建立企業(yè)品牌戰(zhàn)略，從而提高市場占有率。如今，房地產(chǎn)行業(yè)呈現(xiàn)出品牌戰(zhàn)略的激烈競爭局面，急需深入研究探討房地產(chǎn)品牌建設(shè)方面有關(guān)的問題。但是，我國房地產(chǎn)企業(yè)品牌建設(shè)根基不穩(wěn)，發(fā)展不夠成熟、系統(tǒng)、完善，還存在很多亟待解決的難題。因此，本文試圖探索出一條適合我國房地產(chǎn)行業(yè)現(xiàn)狀的企業(yè)品牌建設(shè)路徑，為房地產(chǎn)企業(yè)在今后的發(fā)展中提供有利的參考和指導(dǎo)。 首先，本文詳細(xì)闡述了品牌的定義、品牌的構(gòu)成及品牌建設(shè)的內(nèi)涵、目標(biāo)、原則，，為房地產(chǎn)品牌建設(shè)奠定了理論基礎(chǔ)。具體到房地產(chǎn)品牌建設(shè)，首先介紹了房地產(chǎn)品牌的概念及發(fā)展歷程，然后從房地產(chǎn)發(fā)展環(huán)境和房地產(chǎn)市場兩個方面分析了房地產(chǎn)發(fā)展現(xiàn)狀，最后論述了房地產(chǎn)品牌建設(shè)的現(xiàn)狀。 第二，本文討論了房地產(chǎn)企業(yè)品牌建設(shè)的路徑，從組織保障、資源整合、價(jià)值評估和反饋三個階段詳細(xì)論述了每個階段的具體內(nèi)容。 最后，以卓達(dá)集團(tuán)房地產(chǎn)有限公司為案例進(jìn)行實(shí)證分析，系統(tǒng)闡述了卓達(dá)品牌建立的路徑，并提出要從正確處理好項(xiàng)目品牌與企業(yè)品牌的關(guān)系；樹立正確品牌觀，強(qiáng)化全員品牌意識；樹立精品意識，確保產(chǎn)品品質(zhì)；強(qiáng)化服務(wù)意識，提高服務(wù)水平；規(guī)范物業(yè)服務(wù)，增強(qiáng)自身建設(shè)等五個方面進(jìn)一步提升品牌價(jià)值。
[Abstract]:In recent years, the real estate market develops rapidly, the competition is fierce, the seller's dominant position is changed gradually.In the face of the increasingly severe market situation, some enterprises have realized that they should change the enterprise strategy, that is, to establish the brand strategy of the enterprise, so as to increase the market share.Nowadays, the real estate industry presents the fierce competition of brand strategy, and it is urgent to study and discuss the problems related to the construction of real estate brand.However, the brand construction of real estate enterprises in our country is unstable, not mature, systematic and perfect, there are still many problems to be solved.Therefore, this paper attempts to explore a suitable for the real estate industry in our country, brand building path, for real estate enterprises in the future development to provide a favorable reference and guidance.Firstly, this paper elaborates the definition of brand, the composition of brand and the connotation, goal and principle of brand construction, which lays a theoretical foundation for the construction of real estate brand.To the real estate brand construction, first introduced the real estate brand concept and the development course, then from the real estate development environment and the real estate market two aspects has analyzed the real estate development present situation, finally elaborated the real estate brand construction present situation.Secondly, this paper discusses the path of brand construction in real estate enterprises, and discusses the concrete contents of each stage in detail from three stages: organization guarantee, resource integration, value evaluation and feedback.Finally, taking Zhuoda Group Real Estate Co., Ltd as a case study, this paper systematically expounds the path of establishing Zhuoda brand, and puts forward that we should correctly handle the relationship between project brand and enterprise brand and establish a correct brand view.Strengthen the brand awareness of the whole staff; set up the consciousness of fine products to ensure the quality of products; strengthen the awareness of service, improve the service level; standardize property services, strengthen their own construction to further enhance the brand value.
【學(xué)位授予單位】：石家莊經(jīng)濟(jì)學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F299.233.4;F274

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