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论文编号：	13357
作者编号：	2120202941
上传时间：	2022/6/13 9:32:41
中文题目：	CF地产高端住宅铂悦系品牌策略研究
英文题目：	A thesis on the brand strategy of CF Real Estate''s High-end residences
指导老师：	杜建刚教授
中文关键字：	品牌；高端住宅；铂悦系；品牌策略
英文关键字：	Brand；High-end residences；Boyue；Brand strategy
中文摘要：	随着我国房地产市场‘房住不炒’、‘稳字当头’等调控政策不断出台，房地产企业逐步由过去的粗放型经营转变为集约型经营，消费者的住房需求也由普通居住型向高端差异型转变。随着人民生活水平的不断提高，高品质的居住需求在今后市场上有着广阔的前景。 2021年在房地产行业形势严峻、整体下行的态势中，高端住宅市场却逆势而上“一片繁荣”。据统计，2021年核心城市、核心地段、总价1000万以上、高品质改善型商品住宅成交套数同比增长39%，总计成交41018套创历史新高；一线城市二手高端住宅成交18383套，处于历史高位，仅次于2020年。上海、杭州等城市的个别高端住宅项目更是再现“一房难求”情形。品牌高端住宅项目比同区域普通住宅在产品力、服务质量、销售价格维度均高出1-1.5倍，品牌价值优势明显。锻造高端住宅产品系，提升品牌形象，抢占高端住宅市场份额，成为当下房地产企业求生存谋长期稳健发展的主流趋势。CF地产2015年推出铂悦系高端住宅，目前已在全国15个城市落地23座铂悦项目，企业2022年开始的新一轮五年战略规划中铂悦系为核心发展业务。因此，做好铂悦系的品牌发展，是助力CF地产抢占高端住宅市场份额，达成战略规划实现长期稳健发展的关键。 本文研究从高端住宅市场现状入手，运用所学品牌、环境分析相关理论知识。首先，对CF地产铂悦系所面临的高端住宅市场进行宏观环境和竞争现状做分析。其次，从CF地产内部梳理全国铂悦系项目的品牌现状；并基于房天下和安居客大型网络购房平台，选取了1023条全国铂悦系项目客户评论信息，对数据进行统计归纳分析，形成消费者视角的铂悦系品牌现状分析。综合环境分析、企业内部及消费者视角的铂悦系品牌当下存在的问题及挑战，作者从品牌定位、品牌设计、品牌传播和品牌体验四个方面，以及结合作者过往工作经验，构建铂悦系品牌改进策略。并结合企业现状提出相应的品牌策略实施保障措施。希望对CF地产高端住宅铂悦系品牌在全国的发展提供一些参考，也为同行业内其他企业的高端住宅产品系的品牌发展提供一定的借鉴意义。
英文摘要：	As China's real estate market "housing not speculation", "stability" and other regulatory policies continue to be introduced, real estate enterprises gradually from the past extensive operation into intensive operation, consumers' housing demand is also changing from ordinary residential to high-end differential. With the continuous improvement of people's living standards, the demand for high-quality housing has a broad prospect in the future market. In 2021, the real estate industry is in a severe and overall downward trend, while the high-end residential market bucks the trend and is "prosperous". According to statistics, in 2021, the number of transactions of high-quality improved commercial residential units in core cities and core areas with a total price of more than 10 million increased by 39% year on year, with a total transaction of 41,018 sets hitting a record high. First-tier cities sold 18,383 second-hand homes, a record high, second only to 2020. Some high-end residential projects in Shanghai, Hangzhou and other cities are reappearing the situation of "one house is hard to get". At the same time, brand high-end residential projects are 1-1.5 times higher than ordinary residential projects in the same region in terms of product power, service quality and sales price, with obvious advantages in brand value. Forging high-end residential products, improving the brand image and seizing the market share of high-end housing has become the mainstream trend of the current housing enterprises seeking survival and long-term stable development. In 2015, CF Real Estate launched The Boyue High-end residences, and now it has landed 23 Boyue projects in 15 cities across China. In the new round of five-year strategic planning starting from 2022, The Boyue High-end residences will be the core development business. Therefore, good brand development is the key to help CF Real Estate seize the market share of high-end housing, achieve strategic planning and achieve long-term stable development. This paper starts from the current situation of high-end housing market, Using the theoretical knowledge of brand and environmental analysis. First, it analyzes the industry environment and competition status of CF Real Estate. Secondly, the condition of the national Brand of Boyue Group projects is sorted out from the inside of CF Real Estate. At the same time, based on fangtianxia and Anjuke, two large online housing platform, this paper selected 1023 customer comments of Boyue project in China, conducted statistical analysis on the data, and formed analysis of the brand status from the perspective of consumers. Based on the current problems and challenges of The Brand from the perspective of environment, enterprise interior and consumers, the author constructs the brand improvement strategy of the Brand from the four aspects of brand positioning, brand design, brand communication and brand experience, as well as the author's past work experience. And put forward the corresponding brand strategy safeguard measures according to the current situation of enterprises. It is hoped that it can provide some reference for the development of high-end residential brand of CF Real Estate, as well as for the development of high-end residential product brand of other housing enterprises in the same industry.
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