本文選題：房地產(chǎn)　切入點(diǎn)：品牌戰(zhàn)略　出處：《廣西大學(xué)》2014年碩士論文

【摘要】：隨著房地產(chǎn)市場(chǎng)發(fā)展的越來(lái)越成熟,越來(lái)越多的購(gòu)房者在購(gòu)房時(shí)會(huì)選擇品牌好的企業(yè)作為他們購(gòu)房首選,品牌競(jìng)爭(zhēng)已變成房企搶占市場(chǎng)、繼續(xù)生存和提升利潤(rùn)空間的重要舉措。 本文通過(guò)房地產(chǎn)品牌有關(guān)理論的綜述,分析歸納房地產(chǎn)品牌的內(nèi)外影響因素,建立房企品牌評(píng)價(jià)指標(biāo)及評(píng)價(jià)方法,結(jié)合天健地產(chǎn)企業(yè)實(shí)際情況,對(duì)天健地產(chǎn)企業(yè)進(jìn)行品牌評(píng)價(jià),通過(guò)評(píng)價(jià)及分析得出天健地產(chǎn)企業(yè)的品牌塑造在房地產(chǎn)行業(yè)中處于中等偏上地位,企業(yè)品牌還有很大的提升空間,為了適應(yīng)競(jìng)爭(zhēng)激烈的房地產(chǎn)市場(chǎng),天健地產(chǎn)企業(yè)要選擇一個(gè)全面的、系統(tǒng)的、完善的房地產(chǎn)品牌戰(zhàn)略。 最后構(gòu)建了天健地產(chǎn)企業(yè)SWOT品牌戰(zhàn)略模型,通過(guò)天健地產(chǎn)企業(yè)品牌戰(zhàn)略的SW0T分析,選擇了ST戰(zhàn)略作為天健地產(chǎn)企業(yè)未來(lái)的戰(zhàn)略模式,通過(guò)發(fā)揮內(nèi)部?jī)?yōu)勢(shì)和規(guī)避外部威脅的戰(zhàn)略路徑,天健地產(chǎn)企業(yè)要實(shí)現(xiàn)以一線城市為大本營(yíng),對(duì)二三線城市提供成熟的開(kāi)發(fā)經(jīng)驗(yàn),將品牌影響擴(kuò)大到二三線城市；滲透周邊二線城市；適度的全國(guó)布局等戰(zhàn)略目標(biāo)。
[Abstract]:With the development of real estate market, more and more buyers will choose good brand enterprises as their first choice. Brand competition has become an important measure for housing enterprises to seize the market, continue to survive and improve the profit space. This paper summarizes the theory of real estate brand, analyzes and induces the internal and external influence factors of real estate brand, establishes the evaluation index and evaluation method of real estate enterprise brand, and combines the actual situation of Tianjian real estate enterprise. The brand evaluation of Tianjian real estate enterprises, through the evaluation and analysis of Tianjian real estate enterprises brand shaping in the real estate industry in the upper middle position, the enterprise brand still has a lot of room for improvement, In order to adapt to the fierce competition of real estate market, Tianjian real estate enterprises should choose a comprehensive, systematic, perfect real estate brand strategy. Finally, this paper constructs the SWOT brand strategy model of Tianjian real estate enterprise, and chooses St strategy as the future strategic model of Tianjian real estate enterprise through the SW0T analysis of Tianjian real estate enterprise brand strategy. Through the strategic path of exerting internal advantages and avoiding external threats, Tianjian real estate enterprises should take first-tier cities as their base, provide mature development experience to second-and third-tier cities, and expand brand influence to second-and third-tier cities. Infiltrate the surrounding second-line cities; moderate national layout and other strategic objectives.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F273.2;F299.233.4

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本文編號(hào)：1656831