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论文编号：	11004
作者编号：	2120162823
上传时间：	2019/6/17 11:31:45
中文题目：	保利地产品牌营销策略研究
英文题目：	Research On Brand Marketing Strategy Of Poly Real Estate
指导老师：	韩德昌
中文关键字：	企业品牌；房地产行业；保利地产；品牌营销策略
英文关键字：	Corporate brand; Real estate industry; Poly Real Estate; Brand marketing strategy
中文摘要：	品牌作为企业经营的重要因素，是企业的一种无形资产，更是在经营过程中极为重要的组成部分。品牌实力对一个企业在市场当中的现实竞争力和未来发展潜力都会起到全面而深远的影响。 近年来，在市场经济高速发展及城市化进程的不断推动下，我国的房地产行业取得了迅猛的发展扩张，2018年新房市场的交易规模已达到15万亿的总量。在这个发展的过程中，大部分房企已经逐渐认识到品牌营销在经营中的重要性；同时，随着房地产行业的不断发展革新，消费者需求点的转移与升级，传统的单纯以产品、销售来抢占市场的时代已成为过去式，未来行业的市场竞争将会是品牌之间的竞争。因此，品牌营销策略对于房地产企业而言已经成为企业谋求行业进阶和长远发展的关键因素。 本文以品牌理论、品牌营销理论等为研究点，以保利地产为研究的案例对象，基于行业发展面临的新挑战与新形势，探讨保利地产的品牌营销策略问题。文中首先梳理我国房地产行业现状，提出本文的研究背景及研究目的，针对行业发展当中的变革和挑战，进一步明确了企业品牌营销理论的重要性与价值；论文以保利地产品牌营销策略为研究对象，分析其发展历程及现阶段品牌营销的优势与劣势、面临的机遇与挑战，重点探讨了保利地产的品牌定位策略、品牌标准化策略、品牌传播策略及品牌维护策略，并且从组织与人力资源、危机管理与资金预算、信息化平台建设等三方面提出品牌营销策略的保障措施与实施对策。 同时，本文借助对品牌理论、品牌营销理论的回顾学习，希望通过对保利地产品牌营销策略的研究，探讨得出一定的研究成果，为我国房地产企业的运营，特别是品牌营销策略的推广，提供一定的借鉴和参考。
英文摘要：	As an important factor in business management, brand is an intangible asset of an enterprise, and it is an extremely important part of the business process. Brand strength has a comprehensive and far-reaching impact on a company's real competitiveness and future development potential in the market. In recent years, with the rapid development of the market economy and the continuous promotion of urbanization, real estate industry has achieved rapid development and expansion. In 2018, the transaction scale has reached 15 trillion. In the process of development, most real estate enterprises have gradually realized the importance of brand marketing in their operations; In the meantime, with the continuous development and innovation of the real estate industry, the shift and upgrade of consumer demand, the traditional era of simply grabbing the market with products and sales has become a past tense. The market competition in the future industry will be competition between brands. Therefore, the brand marketing strategy has become a key factor for the real estate enterprises to seek advanced and long-term development of the industry. This thesis takes brand theory and brand marketing theory as the research direction, and takes Poly Real Estate as the research case. Based on the new challenges and new situations facing the development of the industry, this thesis discusses the brand marketing strategy of Poly Real Estate. Firstly, it sorts out the current situation of China's real estate industry, proposes the research background and research purposes of this thesis, and then further clarifies the importance and value of corporate brand marketing theory in light of the changes and challenges in the development of the industry. The paper takes brand marketing strategy of Poly Real Estate as the research object, analyzes its development process and uses SWOT analysis for brand marketing at present, and focuses on the brand positioning strategy, brand standardization strategy, brand communication strategy and brand maintenance strategy. Then the paper proposes the safeguard measures and implementation countermeasures of the brand marketing strategy from three aspects: organization and human resources, crisis management and capital budget, and information platform construction. Meantime, with the review of brand theory and brand marketing theory, this thesis hopes to explore certain research results through the research on the brand marketing strategy of Poly Real Estate, and provide for the promotion of the operation of real estate enterprises in China, especially provide certain reference for the brand marketing strategy.
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