本文關(guān)鍵詞：我國房地產(chǎn)企業(yè)品牌戰(zhàn)略研究　出處：《蘇州大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

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【摘要】：自我國實(shí)行改革開放以來，中國房地產(chǎn)行業(yè)經(jīng)過三十多年曲折的發(fā)展歷程，已經(jīng)由最初的幼稚與盲目轉(zhuǎn)變?yōu)楝F(xiàn)在的成熟和理智，同時(shí)已經(jīng)成為我國國民經(jīng)濟(jì)中的支柱產(chǎn)業(yè)之一。我國人民生活水平隨著科技的發(fā)展不斷的提高，消費(fèi)觀念和以前也有很大的區(qū)別，因此在房地產(chǎn)市場上也從簡單的以賣家為主轉(zhuǎn)變成了現(xiàn)在以買家為主的市場方向，房地產(chǎn)行業(yè)面臨著重大的挑戰(zhàn)。目前房地產(chǎn)市場，已經(jīng)從質(zhì)量和價(jià)格方面的競爭向品牌競爭的方向發(fā)生轉(zhuǎn)變。房地產(chǎn)企業(yè)實(shí)施品牌戰(zhàn)略，塑造強(qiáng)大的品牌形象已成為爭奪市場份額的重要手段。國內(nèi)的大部分房地產(chǎn)商已經(jīng)清楚的認(rèn)識(shí)到了問題的所在，開始計(jì)劃并且實(shí)施自己的品牌，從而成就了一些知名的房地產(chǎn)品牌，如：中海地產(chǎn)、萬科地產(chǎn)、復(fù)地地產(chǎn)、金地地產(chǎn)，這些都已經(jīng)創(chuàng)造出了屬于自己的品牌價(jià)值。 發(fā)展的落后，人們對(duì)品牌的認(rèn)識(shí)淺薄，一個(gè)企業(yè)的產(chǎn)品和品牌存在嚴(yán)重的不對(duì)應(yīng)，沒有做好長期發(fā)展的計(jì)劃，沒有很好的營銷手段，而且塑造的品牌價(jià)值比較低等等問題�，F(xiàn)在很多國外投資者也進(jìn)軍到我國的房地產(chǎn)行業(yè)，使得該行業(yè)競爭壓力不斷增大。因此，我國房地產(chǎn)企業(yè)為了生存，就要計(jì)劃并且實(shí)現(xiàn)自己的品牌。我國一些知名的房地產(chǎn)企業(yè)已經(jīng)做到了品牌化，并取得了不錯(cuò)的業(yè)績，這就證明了品牌已經(jīng)成為現(xiàn)在房地產(chǎn)企業(yè)競爭的最終選擇。 這篇文章主要通過對(duì)品牌的國內(nèi)外研究現(xiàn)狀和相關(guān)的理論的研究，對(duì)房地產(chǎn)行業(yè)的品牌有一個(gè)最新的認(rèn)識(shí)，，這樣有利于分析我國目前房地產(chǎn)行業(yè)的現(xiàn)狀，以及了解我國房地產(chǎn)行業(yè)對(duì)品牌實(shí)施的最新情況。然后通過SWOT模型來研究中國房地產(chǎn)企業(yè)品牌戰(zhàn)略的影響因素，提出中國房地產(chǎn)企業(yè)品牌戰(zhàn)略的選擇，并以ZT房地產(chǎn)企業(yè)為例進(jìn)行實(shí)證分析，希望可以為我國房地產(chǎn)企業(yè)在未來提升品牌價(jià)值及實(shí)施正確的品牌戰(zhàn)略提供一些可能的思路、方法及建議。
[Abstract]:Since the implementation of reform and opening up in China, China's real estate industry has changed from naive and blind to mature and rational after more than 30 years of tortuous development. At the same time, it has become one of the pillar industries in our national economy. With the development of science and technology, the standard of living of the people in our country has been continuously improved, and the consumption concept is also very different from before. Therefore, in the real estate market has also changed from a simple seller mainly to the current buyer-oriented market direction, the real estate industry is facing a major challenge. At present, the real estate market. It has changed from the competition of quality and price to the direction of brand competition. Real estate enterprises implement brand strategy. Shaping a strong brand image has become an important means to compete for market share. Most domestic real estate developers have clearly recognized the problem, began to plan and implement their own brand. As a result, some famous real estate brands, such as Zhonghai Real Estate, Vanke Real Estate, Fudi Real Estate, Jindi Real Estate, have created their own brand value. Backward development, people's understanding of the brand is shallow, a company's products and brands exist serious incorrespondence, there is no good long-term development plan, there is no good marketing means. Now many foreign investors have entered the real estate industry of our country, which makes the competition pressure of this industry increasing constantly. Therefore, the real estate enterprises of our country are in order to survive. To plan and achieve their own brand. Some well-known real estate enterprises in China have achieved brand, and achieved good results. This proved that the brand has become the final choice of real estate competition. This article mainly through the domestic and international research on the brand and related theoretical research, there is a new understanding of the real estate industry brand, which is conducive to the analysis of the current situation of the real estate industry in China. And to understand the latest implementation of the real estate industry in China, then through the SWOT model to study the impact factors of the brand strategy of Chinese real estate enterprises, put forward the choice of brand strategy of Chinese real estate enterprises. Taking ZT real estate enterprise as an example, it is hoped that it can provide some possible ideas, methods and suggestions for our real estate enterprises to promote brand value and implement correct brand strategy in the future.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F273.2;F299.233.4

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