本文選題：視覺形象 + 地產(chǎn)品牌　； 參考：《福州大學(xué)》2014年碩士論文

【摘要】：中國(guó)房地產(chǎn)市場(chǎng)邁入商業(yè)化,是從一九九八年國(guó)家基本停止福利分房制度開始的,到九十年代有了一定的規(guī)模。在國(guó)家相關(guān)財(cái)政政策的扶持和城鎮(zhèn)化建設(shè)步伐加快的雙重影響下,房地產(chǎn)市場(chǎng)經(jīng)濟(jì)占國(guó)內(nèi)GDP總量的比例在近幾年逐年增加,取得了令人矚目的成就,房地產(chǎn)業(yè)儼然已經(jīng)上升為中國(guó)的支柱產(chǎn)業(yè)。隨著地產(chǎn)的商業(yè)化,開發(fā)商開始提升建筑的品質(zhì),關(guān)注對(duì)品牌的打造,增強(qiáng)服務(wù)管理,提升自身的核心競(jìng)爭(zhēng)力。建立Ⅵ視覺識(shí)別系統(tǒng)是開發(fā)商提升樓盤品牌形象的有效途徑,Ⅵ視覺識(shí)別系統(tǒng)能把樓盤標(biāo)志等基礎(chǔ)元素做規(guī)范化的延伸拓展,形成固有的品牌形象,擴(kuò)大了樓盤的知名度。要設(shè)計(jì)好VIS,使其能夠深入人心,除了要滿足普遍意義上的審美需求之外,還應(yīng)該契合購(gòu)房者的心理需求。全文以筆者實(shí)際的工作經(jīng)驗(yàn)為基礎(chǔ),·并查閱了大量行業(yè)信息及相關(guān)論文資料。論文共由五大章節(jié)組成：第一章緒論,闡述了論文選題的理由和研究方法、房地產(chǎn)行業(yè)的特點(diǎn)以及視覺形象對(duì)于地產(chǎn)品牌的意義。第二章分析了購(gòu)房者的心理需求。購(gòu)房者心理的研究理論基礎(chǔ)是消費(fèi)心理學(xué),本章從消費(fèi)心理學(xué)的角度對(duì)不同的購(gòu)房群體進(jìn)行劃分,挖掘其心理需求的差異性。中國(guó)人愛房子,購(gòu)房理由也不盡相同,對(duì)于房子這樣的大件消費(fèi)品,購(gòu)房者在選擇上必定是慎重的,哪些因素會(huì)影響購(gòu)房者的選擇傾向,是開發(fā)商需要了解并掌握的。第三章首先探討了地產(chǎn)品牌視覺形象是如何介入樓盤的營(yíng)銷推廣以及所起到的作用,接著論述了地產(chǎn)品牌視覺形象設(shè)計(jì)中契合購(gòu)房者心理需求的原因和優(yōu)勢(shì)。伴隨著國(guó)內(nèi)經(jīng)濟(jì)的發(fā)展和地產(chǎn)市場(chǎng)的逐漸成熟,從購(gòu)房者到開發(fā)商對(duì)于商業(yè)地產(chǎn)都有了更深層次的認(rèn)識(shí),對(duì)地產(chǎn)品牌視覺形象也有了更高的要求。開發(fā)商要提升市場(chǎng)競(jìng)爭(zhēng)力,就必須讓品牌視覺形象更具特色,品牌視覺形象設(shè)計(jì)之初就需要考慮到購(gòu)房者的心理需求,這樣不僅能讓客戶對(duì)樓盤產(chǎn)生良好的第一印象,同時(shí)還能幫助開發(fā)商進(jìn)一步明確項(xiàng)目的定位。第四章通過研究三個(gè)樓盤項(xiàng)目的實(shí)際案例,分析了地產(chǎn)品牌視覺形象的應(yīng)用現(xiàn)狀,尋求當(dāng)今地產(chǎn)品牌視覺形象存在的主要問題。第五章對(duì)以上章節(jié)的主要內(nèi)容進(jìn)行總結(jié),闡述了論文提出的設(shè)計(jì)原則,對(duì)如何做好房地產(chǎn)品牌視覺形象提出了一些建議。本章節(jié)還加入了筆者親自參與的設(shè)計(jì)案例,并就日常工作中的所見所聞,對(duì)未來地產(chǎn)品牌視覺形象的發(fā)展趨勢(shì)提出了自己的觀點(diǎn)。
[Abstract]:China entered the commercial real estate market, is basically stopped from 1998 the country began the welfare housing system, 90s to a certain scale. The dual influence on the national fiscal policy support and accelerate the pace of urbanization, the real estate market economy accounted for the total domestic GDP ratio increased year by year in recent years, achieved the remarkable achievements, the real estate industry seems to have risen as a pillar industry of Chinese. With the real estate business, developers began to improve the quality of the construction, attention to brand building, enhance service management, enhance their core competitiveness. The establishment of visual identification system is an effective way to enhance the real estate developers brand image, visual identity the system can real estate signs such as basic elements extended standardized development, the formation of the inherent brand, expand the market visibility to the design. Good VIS, so that it can be popular, in addition to meet the aesthetic needs of common sense, but also should fit the buyers psychological needs. According to the author's actual work experience, and access to a large number of information industry and the relevant papers. The thesis consists of five chapters: the first chapter is the introduction section, this the reason of this topic and research methods, the significance of the characteristics of the real estate industry and the real estate brand visual image. The second chapter analyzes the psychological needs of buyers. The buyers psychology is the theoretical basis of the research of consumer psychology, to classify the different groups of buyers from the consumer psychology, the psychological differences in mining demand. Chinese house purchase for love, are not the same, for such a large house consumer goods, buyers must be careful in the choice, what factors will affect the buyers Choice tendency is that developers need to understand and master. The third chapter discussed the real estate brand image is how to get involved in real estate marketing and promotion of the role played by, and then discusses the real estate brand image design with reason psychological needs of buyers and advantages. With the development of the domestic economy and the real estate market mature, from property buyers to developers for commercial real estate will have a deeper understanding of the real estate brand image, also have higher requirements. Developers to enhance the market competitiveness, we must make the brand image more distinctive brand image design at the beginning, we need to consider the purchase of psychological needs. This will not only allow customers to create a good first impression on the real estate developers, but also help to further clarify the positioning project. In the fourth chapter, through the research of three real estate projects The actual case, analyzes the application status of the real estate brand image, seeking the main problems in today's real estate brand image. In the fifth chapter, the main contents of the above chapters are summarized, elaborated the design principles proposed in this paper, the visual image and puts forward some suggestions about how to do the real estate brand. This chapter also joined the design the author personally involved in the case, and the daily work of the future development trend of what one sees and hears, real estate brand image to put forward their own views.

【學(xué)位授予單位】：福州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：J524

【相似文獻(xiàn)】

中國(guó)期刊全文數(shù)據(jù)庫(kù) 前5條

1 ;青啤地產(chǎn)品牌戰(zhàn)略智庫(kù)成員名單[J];青島畫報(bào);2011年12期

2 ;卷首語[J];青島畫報(bào);2011年07期

3 ;國(guó)內(nèi)首家房地產(chǎn)企業(yè)智庫(kù) 青啤地產(chǎn)品牌戰(zhàn)略智庫(kù)正式成立[J];青島畫報(bào);2011年12期

4 荒石;潛心打造筑城地產(chǎn)品牌——記市政協(xié)委員、貴州鴻基地產(chǎn)開發(fā)有限公司董事長(zhǎng)兼總經(jīng)理袁智偉[J];貴陽文史;2002年01期

5 ;[J];;年期

中國(guó)重要報(bào)紙全文數(shù)據(jù)庫(kù) 前10條

1 記者 霍茂林;本土品牌 十年陳香[N];重慶商報(bào);2005年

2 ;地產(chǎn)品牌不該是富人們的特有標(biāo)簽[N];中國(guó)房地產(chǎn)報(bào);2007年

3 劉付志明;地產(chǎn)品牌 越擦越亮[N];中國(guó)企業(yè)報(bào);2002年

4 記者 霍茂林;看品牌 論品牌 選品牌[N];重慶商報(bào);2005年

5 記者　霍茂林;重慶地產(chǎn)品牌是怎樣煉成的[N];重慶商報(bào);2005年

6 白羽;地產(chǎn)品牌模式應(yīng)百花齊放[N];中國(guó)建設(shè)報(bào);2005年

7 楊一辰;300地產(chǎn)核心品牌公司齊聚北京地產(chǎn)品牌峰會(huì)[N];證券日?qǐng)?bào);2006年

8 記者　王梅;商農(nóng)漁聯(lián)手推廣地產(chǎn)品牌[N];大連日?qǐng)?bào);2006年

9 駱可;塑造地產(chǎn)品牌應(yīng)避免六大誤區(qū)[N];南昌日?qǐng)?bào);2006年

10 記者　　陳永進(jìn);2006年南京地產(chǎn)品牌建設(shè)年[N];南京日?qǐng)?bào);2006年

中國(guó)碩士學(xué)位論文全文數(shù)據(jù)庫(kù) 前5條

1 孫琪風(fēng);新形勢(shì)下地產(chǎn)品牌推廣路徑研究[D];河北師范大學(xué);2016年

2 劉歡;地產(chǎn)品牌視覺形象的趨勢(shì)研究[D];河北師范大學(xué);2016年

3 易敏哲;契合購(gòu)房者心理需求的地產(chǎn)品牌視覺形象設(shè)計(jì)研究[D];福州大學(xué);2014年

4 段勝美;商業(yè)地產(chǎn)品牌形象設(shè)計(jì)中圖形創(chuàng)意與應(yīng)用[D];西北大學(xué);2014年

5 孟浩;“高新名城”項(xiàng)目營(yíng)銷策略研究[D];吉林大學(xué);2009年

，

本文編號(hào)：1760067