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| 论文编号： | 1401 | |
| 作者编号： | 031753 | |
| 上传时间： | 2010/5/10 11:15:42 | |
| 中文题目： | 中国房地产企业的品牌策略研究 | |
| 英文题目： | Real estate, Real Estate Brand, Branding Strategies, | |
| 指导老师： | 韩德昌 | |
| 中文关键字： | 房地产 房地产品牌 品牌策略 品牌策略优化模式 | |
| 英文关键字： | Real estate, Real Estate Brand, Branding Strategies, | |
| 中文摘要： | 我国房地产市场经历了一个曲折的历史发展过程。随着商品经济的发展和房改体制的完善，商品住宅供过于求，消费者成了住宅市场的主体，因此，房地产品牌化是房地产市场激烈竞争的必然趋势。由于房地产商品的特殊性及我国加入WTO也呼唤房地产业向品牌化方向发展。 目前，我国关于品牌理论的研究尚处于起步阶段，对房地产这样一个特殊行业的品牌理论研究更少。本论文根据房地产品牌化存在实践需求与理论滞后的矛盾，回顾了我国房地产业的发展历史，对房地产业的现状进行了分析，剖析了房地产业创造品牌的意义；论述了品牌化是房地产业发展的必然趋势，提高房地产企业对品牌建设重要性的认识，并提出了建立和实施房地产品牌策略的优化模式和基本思路。 全文共分四章，第一章主要介绍有关品牌和房地产品牌的相关理论，通过对房地产商品的特征进行分析，明确房地产品牌的基本特点；第二章对中国房地产市场的发展历史及现状进行了简述，通过大量的资料梳理分析了中国房地产企业采用的品牌模式，提出了目前普遍被企业采用的三种模式（单一品牌、多项目品牌、主——副品牌）；第三章结合消费者行为学的相关理论，针对当前中国房地产消费主要是住宅消费的特点，分析了房地产品牌策略决策的理论基础，并提出了单一品牌策略和多项目品牌策略的优、缺点。第四章提出房地产品牌策略优化模式，分析了优化模式选择的原则和依据，并运用中海地产的案例进行了说明，最后对中国房地产企业实施主——副品牌提出了相应对策。 | |
| 英文摘要： | Real estate market in China has experienced a devious developing process. With the growth of commodity economy and consummating of housing system reform, the supply of commodity houses exceeds demand, and consumers become the main body of residence market. As a result, it is inevitable tendency to realize real estate branding for the fierce competition in real estate market. Meanwhile, after entering WTO, China is calling for the branding of real estate for its particularity. At present, the research on famous brand theory in China is still in its primary stage, especially the theory of real estate. There is much less theory research on this special industry. Based on the conflict between the requirement of practical branding for real estate and the lag of theory, this paper reviews the development history of real estate in China, analyzes the present status, and then points out the meaning of branding of real estate. It’s inevitable tendency to realize the branding of real estate. The majority of enterprises can improve their understanding of the importance of brand construction. At last, this paper indicates the optimized mode and basic way to build up and implement branding strategies in short time. The paper includes four parts. The first one mainly introduces relevant theories of famous brands and real estate brands. According to the analysis of the features of real estate as a kind of commodity, it pinpoints the basic traits of real estate brands. The second part briefly states the history and current status of real estate market in China. By making a critical review of brand modes adopted by Chinese enterprises, the paper brings forward three kinds of modes normally used in the enterprises at present-single brand, multi-brands and main-by brands. The third part analyzes the theory foundations of decision-making of real estate branding strategies and induces the benefits and limits of single branding strategies as well as multi-branding strategies, combining the theory of customer behavior and the feature that the consumption of Chinese real estate is mainly residential consumption. Finally, the last part puts forward the optimized mode of real estate branding strategies, analyzes the principles and foundations of how to choose optimized mode, explaining it by using the case of Zhong Hai Real Estate and at last, it advances the measures to implement main-by brands in China. | |
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