發(fā)布時(shí)間：2018-05-08 13:24

  本文選題：CHLD房地產(chǎn)公司 + 品牌建設(shè)��； 參考：《西北農(nóng)林科技大學(xué)》2014年碩士論文

【摘要】：在過去的三十多年間，我國經(jīng)濟(jì)取得了舉世矚目的成就，房地產(chǎn)產(chǎn)業(yè)也取得了極大的發(fā)展，特別在區(qū)域經(jīng)濟(jì)發(fā)展、城鎮(zhèn)建設(shè)速度、城鎮(zhèn)化建設(shè)的推動下，我國房地產(chǎn)產(chǎn)業(yè)取得巨大發(fā)展，在推動區(qū)域經(jīng)濟(jì)發(fā)展中扮演著越來越重要的角色。但是，由于國內(nèi)經(jīng)濟(jì)發(fā)展結(jié)構(gòu)轉(zhuǎn)型、市場供需關(guān)系、新技術(shù)風(fēng)險(xiǎn)等的廣泛存在，房地產(chǎn)企業(yè)發(fā)展受到很大限制，因此樹立房地產(chǎn)公司品牌在各大地產(chǎn)企業(yè)中重視程度越來越高。品牌逐漸成為部分房地產(chǎn)企業(yè)獲取市場競爭優(yōu)勢，參與國際競爭的重要手段。然而部分房地產(chǎn)企業(yè)還未真正建立起屬于自身特有的品牌，在產(chǎn)品日趨同質(zhì)化、產(chǎn)品成熟度越來越高的背景下如何實(shí)現(xiàn)品牌的樹立對于實(shí)現(xiàn)房地產(chǎn)企業(yè)的發(fā)展具有重要的意義。 CHLD房地產(chǎn)公司是成立于2000年，位于SZ工業(yè)園區(qū)，是一家集地產(chǎn)、酒店、金融為一體的大型房地產(chǎn)集團(tuán)企業(yè)。在其發(fā)展過程中同樣面臨宣傳費(fèi)用急劇上漲、市場競爭越來越激烈的問題，因此如何樹立特有的品牌就顯得至關(guān)重要。本文運(yùn)用理論研究和案例實(shí)證研究、定性研究與定量研究的方法對CHLD房地產(chǎn)公司品牌樹立現(xiàn)狀及品牌營銷方法等進(jìn)行了系統(tǒng)研究，運(yùn)用顧客價(jià)值理論及品牌營銷理論的前沿研究成果，結(jié)合CHLD房地產(chǎn)公司實(shí)際情況對其品牌定位、形象設(shè)計(jì)、品牌營銷、品牌價(jià)值等方面進(jìn)行相對全面的闡述。與此同時(shí)，本文對CHLD房地產(chǎn)公司品牌建設(shè)的宏觀環(huán)境，如政策環(huán)境、經(jīng)濟(jì)環(huán)境、社會環(huán)境、市場環(huán)境；微觀環(huán)境，如品牌標(biāo)志現(xiàn)狀、財(cái)務(wù)狀況、產(chǎn)品營銷、產(chǎn)品定價(jià)等方面的內(nèi)容進(jìn)行深入剖析。在此基礎(chǔ)上對CHLD房地產(chǎn)公司品牌建設(shè)中面臨的困境進(jìn)行分析，結(jié)合品牌建設(shè)現(xiàn)狀提出了品牌定位、市場定位、渠道融合營銷的提升CHLD房地產(chǎn)公司品牌價(jià)值的策略，，以此推動CHLD房地產(chǎn)公司實(shí)現(xiàn)可持續(xù)發(fā)展。 本文研究指出當(dāng)前房地產(chǎn)企業(yè)通過建設(shè)品牌實(shí)現(xiàn)市場競爭優(yōu)勢獲取將成為實(shí)現(xiàn)其可持續(xù)發(fā)展的關(guān)鍵策略，是否能在新一輪競爭中建立個(gè)性化、差異化的品牌將成為其發(fā)展目標(biāo)實(shí)現(xiàn)的根本保障。特別在房地產(chǎn)市場調(diào)控力度加大、市場需求不斷壓縮的情況下，品牌競爭就成為CHLD房地產(chǎn)公司實(shí)現(xiàn)市場競爭優(yōu)勢獲取的關(guān)鍵。本文提出了樹立CHLD房地產(chǎn)公司品牌的建議不僅對該公司獲取市場份額，提升市場競爭優(yōu)勢具有一定借鑒意義。同時(shí)還對其他房地產(chǎn)企業(yè)的品牌建設(shè)提供可行性借鑒。
[Abstract]:In the past 30 years or so, China's economy has made remarkable achievements, and the real estate industry has also made great progress, especially under the impetus of the development of regional economy, the speed of urban construction, and the construction of urbanization. China's real estate industry has made great progress and plays a more and more important role in promoting regional economic development. However, due to the structural transformation of domestic economic development, market supply and demand relationship, new technology risks and so on, the development of real estate enterprises is greatly restricted, so the establishment of real estate company brand in the various real estate enterprises pay more and more attention. Brand has gradually become an important means for some real estate enterprises to gain market competitive advantage and participate in international competition. However, some real estate enterprises have not really established their own unique brand, in the context of product homogenization and product maturity, how to establish the brand is of great significance for the development of real estate enterprises. CHLD Real Estate Co., Ltd. was founded in 2000, located in SZ Industrial Park, is a real estate, hotel and finance as one of the large real estate group enterprises. In the process of its development, it also faces the problem of sharp increase in publicity costs and increasingly fierce market competition, so how to set up a unique brand is very important. In this paper, the author makes a systematic study on the current situation of CHLD real estate company brand building and brand marketing methods by using theoretical research and case study, qualitative research and quantitative research. Based on the advanced research results of customer value theory and brand marketing theory, combined with the actual situation of CHLD real estate company, this paper expounds the brand positioning, image design, brand marketing, brand value and so on. At the same time, this paper discusses the macro environment of CHLD real estate company brand construction, such as policy environment, economic environment, social environment, market environment, micro environment, such as brand logo status, financial situation, product marketing, Product pricing and other aspects of in-depth analysis. On this basis, this paper analyzes the dilemma faced by CHLD real estate company in brand construction, and puts forward the strategy of brand positioning, market positioning and channel integration marketing to promote the brand value of CHLD real estate company. In order to promote the CHLD real estate company to achieve sustainable development. This paper points out that the acquisition of market competitive advantage by building brand will become the key strategy to realize the sustainable development of real estate enterprises, and whether they can establish individuation in the new round of competition. The differentiated brand will be the fundamental guarantee for the realization of its development goals. Especially when the real estate market regulation and control is intensified and the market demand is constantly compressed, brand competition becomes the key for CHLD real estate companies to achieve the market competitive advantage. This paper puts forward the suggestion of establishing the brand of CHLD real estate company not only for the company to gain market share and promote the market competitive advantage but also for reference. At the same time to other real estate enterprises to provide a feasible reference for brand building.
【學(xué)位授予單位】：西北農(nóng)林科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F299.233.4;F273.2

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