本文選題：協(xié)成　切入點(diǎn)：品牌　出處：《北京交通大學(xué)》2006年碩士論文

【摘要】： 自20世紀(jì)以來,品牌建設(shè)在企業(yè)中的作用越來越大,面臨激烈的市場競爭,企業(yè)要想中求生存和發(fā)展,就必須盡快鍛造自己的品牌,從而形成強(qiáng)大的核心競爭力,這是企業(yè)壯大發(fā)展的必然趨勢。 論文首先對房地產(chǎn)的現(xiàn)狀和房地產(chǎn)經(jīng)紀(jì)企業(yè)的進(jìn)行分析,提出房地產(chǎn)經(jīng)紀(jì)企業(yè)要想發(fā)展壯大,就必須進(jìn)行自身的品牌建設(shè)。其次探討了如何避免目前企業(yè)在品牌建設(shè)中的誤區(qū),指出只有通過同時提升企業(yè)內(nèi)部的管理、服務(wù)、公關(guān)、廣告、CI等方面才能真正地、有效地創(chuàng)建企業(yè)品牌。 協(xié)成房地產(chǎn)經(jīng)紀(jì)公司是一家創(chuàng)建于1995年,是北京最具發(fā)展歷史和最具規(guī)模的專業(yè)化地產(chǎn)經(jīng)紀(jì)企業(yè)之一。目前房地產(chǎn)經(jīng)紀(jì)行業(yè)競爭激烈,為了提升協(xié)成公司的核心競爭力,制定協(xié)成公司的品牌建立策略,對于整個房地產(chǎn)經(jīng)紀(jì)行業(yè)具有重要的現(xiàn)實(shí)意義。 在對協(xié)成房地產(chǎn)經(jīng)紀(jì)公司進(jìn)行品牌建設(shè)中,通過深入企業(yè)內(nèi)部,提出了協(xié)成的品牌建設(shè)策略步驟:1、在管理、服務(wù)、廣告、公關(guān)等方面為協(xié)成公司建立品牌塑造方案。2、通過MI、BI和VI設(shè)計建立品牌運(yùn)營方案。3、制定品牌評價方法。
[Abstract]:Since twentieth Century, brand building has been playing a more and more important role in enterprises. Facing fierce market competition, enterprises must forge their brand as soon as possible in order to survive and develop, so as to form a strong core competitiveness. This is the inevitable trend for enterprises to grow and develop.
Firstly, the status of real estate and real estate brokerage business analysis, proposed the real estate brokerage business to grow, we must carry out its own brand building. Secondly, it is discussed how to avoid the present enterprise in the brand construction of misunderstanding, and points out that only through and improve the internal management of enterprises, service, public relations, advertising. CI and other aspects in order to truly and effectively create corporate brand.
Xiecheng the real estate broker is a company founded in 1995, is Beijing's most professional history and one of the largest real estate brokerage enterprises. At present the real estate brokerage industry competition, in order to improve a company's core competitiveness, establish company brand building strategy has important practical significance for the whole the real estate brokerage industry.
In the Xiecheng the real estate broker company brand construction, through the thorough enterprise, put forward the steps of cooperates brand construction strategy: 1, in management, service, advertising, public relations and other aspects of the company to establish the brand association scheme by MI,.2, BI and VI design to establish brand operation scheme.3. To develop the brand evaluation method.

【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2006
【分類號】：F293.3

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