【摘要】： 本論文就房地產(chǎn)企業(yè)的營銷重要課題——房地產(chǎn)企業(yè)品牌營銷進行了初步探討研究。并就所在房地產(chǎn)企業(yè)的實際情況,設計了實施品牌營銷的基本方案。論文首先重點探討了進行房地產(chǎn)品牌營銷的基本理論,1)房地產(chǎn)品牌設計。 即在房地產(chǎn)品牌定位基礎上的房地產(chǎn)品牌視聽識別設計和房地產(chǎn)品牌價值設計。2)房地產(chǎn)品牌的傳播。房地產(chǎn)品牌的傳播是把房地產(chǎn)品牌信息、企業(yè)經(jīng)營理念通過一定的方式傳播給消費者,從而樹立起消費者心目中的房地產(chǎn)品牌形象。論文重點介紹了房地產(chǎn)品牌的廣告?zhèn)鞑シ绞?公共關系傳播方式,銷售促進傳播方式和關系營銷傳播方式。3)房地產(chǎn)品牌的維護。房地產(chǎn)品牌的最終樹立是一個長期的過程,在房地產(chǎn)品牌的初步樹立后,需要進行房地產(chǎn)的品牌維護,來強化品牌在消費者心目中的印象。從而使房地產(chǎn)品牌最終在消費者心目中形成。4)房地產(chǎn)品牌的更新。沒有一成不變的產(chǎn)品,也沒有一成不變的品牌,房地產(chǎn)市場在變,就要求房地產(chǎn)品牌也做出相應的調(diào)整來適應房地產(chǎn)市場的變化。 另外,論文還探討了房地產(chǎn)企業(yè)進行品牌營銷的實施條件、基本類型。最后對吉林鑫城房地產(chǎn)開發(fā)公司品牌營銷進行了初步設計。
[Abstract]:This paper has carried on the preliminary discussion to the real estate enterprise marketing important topic-real estate enterprise brand marketing. And the actual situation of the real estate enterprises, designed the implementation of brand marketing basic program. First, the paper discusses the basic theory of real estate brand marketing, 1) real estate brand design. Namely the real estate brand audio-visual recognition design and the real estate brand value design based on the real estate brand localization. 2) the real estate brand dissemination. The communication of real estate brand is to spread the information of real estate brand and enterprise management idea to consumers in a certain way, thus setting up the brand image of real estate in the eyes of consumers. This paper focuses on the advertising communication, public relations, sales promotion and relationship marketing of real estate brand. 3) the maintenance of real estate brand. The final establishment of real estate brand is a long-term process. After the initial establishment of real estate brand, it is necessary to maintain the brand of real estate to strengthen the impression of brand in the eyes of consumers. So that the real estate brand eventually formed in the minds of consumers. 4) the renewal of real estate brands. There are no invariable products, no fixed brands, the real estate market is changing, the real estate brands are required to make corresponding adjustments to adapt to the changes in the real estate market. In addition, the paper also discusses the implementation conditions and basic types of brand marketing in real estate enterprises. Finally, the Jilin Xincheng real estate development company brand marketing has carried on the preliminary design.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F293.35

【共引文獻】

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