房地产企业的品牌营销策略研究

中文摘要摘要:本文基于国内房地产企业品牌发展现状和趋势，对比国内外对品牌研究的现状，针对当前房地产发展状况和存在的问题，提出了论文的研究背景，并从中引申出论文的选题。加入WTO后，我国房地产市场己从价格竞争、质量竞争逐步走向品牌竞争。相比国外而言，国内房地产开发企业的品牌发展滞后，还未建立起有效的品牌管理架构及体制。大多数房地产商只注重具体项目的宣传，难以维持长期的品牌效应和领先地为此，国内的房地产开发企业迫切需要对房地产品牌营销进行深入的研究。本文从品牌的基本理论和方法入手，结合国内房地产行业具有代表性的典型案例，运用实证的方法进行论证，希望能够为房地产开发企业系统地塑造房地产品牌及实施品牌战略提供一些思路、方法和建议。本文利用品牌系列理论，从策略与营销的角度提出我国房地产企业应通过准确的市场定位，发挥自身的资源优势，打造房地产品牌，实施品牌战略，以在未来激烈的市场竞争中获胜。本人用市场营销学中的品牌理论来指导房地产品牌的经营策略，具体从强化品牌意识、差异化塑造品牌个性、创新提升企业核心、人才战略、专业化五个方面进行了论证。同时提出了房地产品牌的创建和维护，从品牌形象的塑造、品牌定位、品牌传播、品牌延伸与维护等方面进行了论述。以期能给现在的房地产发展提供参考。关键词:品牌定位;品牌传播;品牌维护分类号:[请输入分类号((1-2)，以分号分隔。ABSTRACTABSTRACT:Basedonthenationalrealestatebranddevelopmentstatusandtrendcomparativestudyofthestatusofthebrandathomeandabroad,realestatdevelopmentforthecurrentsituationandexistingproblems,theresearchpapepresentedthebackgroundfromwhichraisesDissertations.JointheWTO;China'srealestatemarkethasbeenfrompricecompetitionqualitycompetitiongraduallybrandcompetition.Comparedtoforeigncountries,thdomesticrealestateenterprisedevelopmentlagsbehind_thebrand,_thebrandhasnotyesetupaneffectivemanagementstructureandsystem.Mostrealestatecompaniesfocuonlyonspecificprojects,publicity,difficulttomaintainlong-termbrandandleadingtcthisend,thedomesticrealestatedevelopmententerprisesurgentneedforrealestatemarketingin-depthstudy.Inthispaperthebasictheoriesandmethodsofthebrancstartimgiwvvithdomesticrealestateindustryrepresentativeofthetypicalcases,usingempiricalmethodstoconductfeasibilitystudiesfortherealestatedevelopmencompanyhopestoshapetherealestatesystemDeimplementationofbrandstrategybrandandprovidesomeideas,methodsandrecommendations.Inthispaper,brancseriestheory,strategyandmarketingfromtheangleoftherealestatebusiness,througlaccuratemarketpositioningtoplaytheirownsresourcestocreaterealestatebrandbrandstrategy,tofiercemarketcompetition,inthefuturetowin.Iusedthebrandinmarketingtheorytoguidetherealestatebrandmanagemenstrategy,specificfromstrengtheningbrandawareness,createbrandpersonalitydifferentiation,innovationtoimprovetheircore,humanresourcestrategy,thefivcaspectsofthespecializationargument.Alsoproposedthecreationandmaintenanceo:realestatebrand,frombrandnames,brandpositioning,brandcommunication,brancextensionandmaintenanceetcwerediscussed.Togivethecurrentrealestatcdevelopmentreferences.KEYWORDS:Brandpositioning:BrandCommunications:brandmaintenanceCLASSNO:【请输入分类号，以分号分隔。]序【鼠标左键单击选择该段落，输入替换之。内容为小四号宋体。l学位论文的字或前言，一般是作者或他人对本篇论文基本特征的简介，如说明研究工作缘起、肾景、主旨、目的、意义、编写体例，以及资助、支持、协作经过等;也可以评丛和对相关问题发表意见。这些内容也可以在正文引言中说明。目录中文摘要.....:...........................................................................................................111ABSTRACT......................................:......................................................................iv序........................................................................................................................……v1引言...........................................................................:.....................................l1.1研究背景........................................................................................……11.2研究目的和意义......................……二.“.....:...........…，..........................21.3国内外在该方面的研究现状..............................................................41.4思路和框架.........................................……。....................................……72房地产品牌理论基础..:.....:..........:....，...............:...............................::.......92.1房地产品牌的概念......................:.......................................................92.2房地产品牌内涵..................................................................................92:3房地产品牌的特点............................................................................102.4塑造房地产品牌的意义..............................................................……113房地产企业品牌营销现状和存在的问题~...........:.....................................143.1房地产企业品牌营销的现状............................................................143.2房地产品牌塑造的问题与不足........................................................164房地产品牌营销发展趋势.........................................................................:.194.1品牌市场发展趋势......................................................................……194.2房地产市场发展趋势..................................................................……205房地产品牌经营策略...:.................................:..............:..............................235:1强化品牌意识..............................................................................:.....235.2从差异化出发，塑造个性化品牌.........................:.............................235.3创新是提升企业核心竞争力的关键.........................................:......245.4人才是品牌战略成功的根本............................................................245.5做好品牌长期规划..............................................，............................255.6专业化..........................................................................................……266房地产品牌创建和维护...........:.................................:.................................276.1品牌形象..:.........................................................