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| 论文编号： | 2711 | |
| 作者编号： | 2120082305 | |
| 上传时间： | 2010/11/24 15:27:28 | |
| 中文题目： | 房地产中介公司品牌营销策略研究－以今达房产置换有限公司为例 | |
| 英文题目： | The study of branding marketing strategy in real estate company-taking Jinda real estate Co.,Ltd for example | |
| 指导老师： | 许晖 | |
| 中文关键字： | 金达房产置换有限公司 品牌营销策略 特许经营 | |
| 英文关键字： | Jinda real estate service Co., Ltd. Brand marketing strategy Franchise | |
| 中文摘要： | 摘 要 进入21世纪，我国经济和信息技术迅猛发展，这就为房产置换产业带来了良好的发展机遇，各种房产置换公司如雨后春笋般的在全国各地开门纳客。同时，我们也注意到，由于经营理念的不同，中介公司的服务水平也是参差不齐。这对该产业的服务标准和服务质量提出了更高的要求。以“顾客需求为导向，传递优质服务”为使命的21世纪金达房产置换有限公司，运用品牌经营理论作为指导，实现服务的差异化和服务的个性化。 本论文首先对品牌策略和服务营销相关概念进行了简单的回顾，包括品牌的定位，品牌的形象和推广，同时对服务营销产生的背景、意义和基本特征等进行概述。对天津房产置换的现状和发展趋势以及竞争情况进行剖析，通过SWOT环境分析，对金达房产置换有限公司优势、劣势、机遇和威胁的研究，有助于该企业制定品牌策路。 金达房屋置换有限公司通过加盟21世纪不动产，借助品牌的力量，加快特许经营的步伐，实现品牌经营的规模化、规范化和网络化。最后，就金达房屋置换有限公司就本身而言，如何将品牌策略和自身的发展相联系，利用优质服务作为品牌的支撑，将服务产品，人员、服务有形展示和服务过程运用到公司运营的各个环节上。 本文将理论联系实际，是对房产置换产业与品牌营销和服务营销理论有益的探索研究。希望通过对金达房产置换有限公司品牌策略的阐述和分析，在产业内部注入先进的品牌和服务理念，为顾客带来满意的服务体验，推动行业品牌发展做出一点贡献。 关键词：金达房产置换有限公司 品牌营销策略 特许经营 | |
| 英文摘要： | Abstract We step into the twenty-one century, with development of economy and information technology, it provides an opportunity for real estate industrial field. There are a lot of real estate service companies running for business. Because of different idea for business, we notice that the quality of service is not satisfied. There is a high demand for service standard and service quality. It is Jinda’s mission that care about the customers and convey the good service. Based on the branding marketing and service marketing, Jinda provides different service and individual service to customers. First, the thesis reviews the theory of branding strategy and service tactic, including branding positioning, branding image and branding popularity. The thesis also summarizes the theories of service background, meaning of service and service character. Second, the thesis analyzes the situation of real estate service and development trend and competition in Tianjin. With SWOT analysis of Jinda, it figures out the strength, weakness, opportunity and threat. So, it is easy for Jinda to evolve a strategy for banding. Third, Jinda joined in Century 21 Real Estate in 2004. With the power of brand, the company is expended and the standardization and criterion is achieved. Finally, with the introduction of Jinda, the thesis shows how to put the branding theory into practice and take good service to stand for brand, such as service product, people, service process and physical evidence. The thesis is practical for real estate service providers. It is a good study for real estate about branding and service marketing. With the analysis of Jinda real estate service Co., Ltd, the writer introduces the advanced idea of brand and service and let customers enjoy the service process. With the advanced idea, the real estate service industry could promote service level. Key words: Jinda real estate service Co., Ltd. Brand marketing strategy Franchise | |
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