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论文编号：	1392
作者编号：	2120072084
上传时间：	2009/12/1 14:15:57
中文题目：	我国房地产企业品牌营销策略应用
英文题目：	Corporate Brand Marketing Stra
指导老师：	白长虹
中文关键字：	房地产 房地产市场营销 品牌营
英文关键字：	Real Estate 、Real Estate Mark
中文摘要：	我国的房地产业在改革开放以后，特别是国家住房制度改革以后得到了迅猛发展，到2003年时房地产的投资规模已经超过了一万亿人民币，成为了国民经济六大支柱产业之一，房地产开发投资占全社会固定资产投资比重逐年增加。因此房地产业的健康快速发展关系着整个国民经济的增长。经过20多年的风雨历程，中国房地产业从分散投资到规模开发、劣质生产到优质制造、粗放经营到专业化管理、逐渐从不成熟走向成熟；房地产企业间的竞争亦早从早期的地段竞争、销售竞争、设计竞争、发展到了今天的品牌竞争。 房地产营销作为房地产开发中的一个重要环节和手段，一直受到开发商们的重视。 房地产营销策划是关系房地产开发经营成败的关键。房地产营销层面的竞争也随着房地产市场竞争的激烈而日益激烈。我国房地产营销策略的发展过程已经经历了六个阶段：建设观念阶段——标准规划、楼盘观念阶段——销售策划、推销观念阶段——概念策划、准营销观念阶段——卖点群策划、营销观念阶段——全程策划、整合营销观念阶段——整合策划。目前随着房地产业竞争的日益激烈和房地产市场管理的日益规范,面对市场及政策的双重压力。房地产企业要想获得成功并持续发展,必须走品牌战略之路。 因此未来的房地产营销策略将是品牌制胜的阶段。 目前我国房地产市场营销理论的研究不断丰富，但是对于房地产品牌营销策略的研究是对房地产市场营销理论的发展是非常有意义的，更有利与房地产企业和房地产项目的健康发展。因此本文的研究是非常有必要的，符合房地产市场营销的发展趋势。 本文的主要研究目的是通过对房地产市场营销理论发展，以及对于品牌及品牌营销理论的回顾和研究，结合房地产的特点探讨研究了房地产品牌营销的理论和应用现状。在品牌竞争时代，品牌营销对于房地产企业的持续发展的起着重要的作用，其决定着房地产项目成功与否。最后通过万科企业品牌营销的案例分析，得出房地产企业如何构建品牌体系、维护管理品牌。同时结合实际项目的案例,分析品牌营销在房地产项目的整个过程中各环节的实施和作用，总结出如何更好的对房地产项目实施品牌营销。对房地产市品牌营销的理论和应用进行探讨。
英文摘要：	China's real estate industry in the reform and opening up, especially after the national housing system reform has been rapid development in 2003 when the real estate investment has exceeded one trillion yuan, to become one of the six pillar industries of the national economy, Real estate development and investment proportion of the total social fixed assets investment increased year by year. Therefore, the real estate industry, healthy and rapid development of relations between the entire national economy growth. After 20 years of ups and downs, China real estate investment to the scale of the development from the scattered, low-quality production to high-quality manufacturing, extensive management to professional management, a gradual shift from immaturity to maturity; competition among real estate companies are also lots of competition from the early morning, sales competition, design competition developed to today's brand competition. Present, China's real estate market continue to enrich the study of marketing theory, but the brand marketing strategy for real estate research is the development of marketing theory to the real estate market is very significant and more favorable real estate projects and real estate businesses and healthy development. Therefore, this study is very necessary, in line with the real estate marketing trends. The main purpose of this research through the development of marketing theory to the real estate market, as well as brand marketing for the brand and a review of theory and research, combined with the characteristics of real estate research real estate brand marketing theory and application status. In the era of brand competition, brand marketing for real estate enterprises for sustainable development plays an important role, which determines the success of real estate projects. The final adoption of Vanke brand marketing case studies, how to build a brand come to the real estate business systems, maintenance and management brand. Combined with the actual project cases, Analysis of brand marketing in real estate projects throughout the course of the implementation and the role of various links, summarizes how best to implement brand marketing for real estate projects. Brand marketing of real estate city to explore the theory and application.
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