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论文编号：	12813
作者编号：	2320190514
上传时间：	2021/12/9 13:47:43
中文题目：	RC房地产公司宸院系品牌策略研究
英文题目：	The Research on Brand Strategy of Chen series products of RC real estate company
指导老师：	杜建刚
中文关键字：	RC地产;宸院系;中式产品;品牌策略
英文关键字：	RC real estate;Chen Series;Chinese products;Brand Strategy
中文摘要：	如今的房地产市场，企业间竞争愈演愈烈，产品及服务的同质化问题也日益凸显出来，如此形势下，房地产企业要持续提升竞争实力，抢占市场先机并扩大市场占有率，除了提高产品的自主创新能力，保证产品和服务质量之外，更重要的是增加在品牌方面的投入，以有效的品牌策略和管理体系来提升企业的市场认知。因此，品牌建设一直以来在房地产企业经营活动中都至关重要，企业品牌力的提升被越来越多的房地产企业所重视，更将其作为公司重要的发展战略之一。 本文基于对国内头部房企RC地产公司所处宏观市场、行业竞争者、自身微观环境的分析，针对目前国内地产开发商在中式产品上的发展现状以及北方市场中式产品的稀缺性，通过问卷调研和数据分析的方法，系统地对RC地产公司宸院系产品的品牌策略应用情况进行了研究，发现品牌建设中存在的关于定位不清晰、设计及识别体系不突出和品牌传播不均衡等问题。 基于此问题本文针对宸院系品牌建设提出要明确和清晰化品牌定位，突出品牌个性化建设。建立品牌识别和设计体系并强化标识的应用场景，拓展品牌传播渠道，在传播内容和媒介层面强化品牌传播效果，突破品牌的认知区域局限。 此外，对于宸院系品牌建设保障实施方面，本文从提升品牌管理能力、合理搭建管理体系和人才结构、增强全员品牌意识等三个方面展开了论述。在这过程中，试图总结出值得借鉴的品牌模式，对国内相关企业品牌管理提供一定的借鉴和启迪。
英文摘要：	Nowadays, the competition between enterprise becomes increasingly fierce, and the problem of homogenization of products and services is becoming more and more serious. In this context, real estate enterprises must continue to improve their competitiveness, seize market opportunities and expand market share, in addition to increasing product independence. In addition to the ability to innovate and ensure the quality of products and services, it is more important to increase investment in brands and use effective brand strategies and management systems to enhance the company’s market awareness. Therefore, brand building has always been very important in the business activities of real estate companies. The improvement of corporate brand power is valued by more and more real estate companies, and it is regarded as one of the company's important development strategies. Based on the analysis of the domestic leading real estate company RC real estate company's macro market, industry competitors, and its own micro environment, this article aims at the current development status of domestic real estate developers in Chinese products and the scarcity of Chinese products in the northern market, through a questionnaire The method of research and data analysis systematically studied the application of brand strategy of RC real estate company's Chen series products, and found that there are problems in brand building such as unclear positioning, inconsistent design and identification system, and unbalanced brand communication. Based on this problem, this article proposes to the brand positioning clearly and definitely for the brand building of Chen, and highlight the building of brand personality. Establish a brand recognition and design system and strengthen the application scenarios of the logo, expand brand communication channels, strengthen brand communication effects at the communication content and media level, and break through the limitations of the brand's cognitive area. In addition, with regard to the implementation of brand building guarantees for Chen, this article discusses three aspects: enhancing brand management capabilities, establishing a reasonable management system and talent structure, and enhancing brand awareness of all employees. In this process, I tried to summarize the brand model that is worth learning, and hope to provide some reference and enlightenment for the brand management of domestic related enterprises.
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