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论文编号：	3555
作者编号：	2220081057
上传时间：	2011/10/15 16:38:01
中文题目：	房地产企业品牌建设研究
英文题目：	A Study on Brand Development of Real Estate Industry
指导老师：	张玉利
中文关键字：	关键词：房地产品牌;品牌定位;品牌识别系统;客户服务中心
英文关键字：	Key Words：Brand of real estate; Brand positioning; Brand identity system; Customer service center
中文摘要：	摘 要房地产业具有资本密集型和资源整合型的特点，随着我国房地产业的发展，购房者消费的驱动因素由过去简单的价格、地段到现在的配套、户型设计、物业服务、升值潜力、品牌等众多因素的归集决定。而在这些因素里，品牌无疑是最无形最核心的竞争力。因此，构建强有力的品牌成为房地产企业获得竞争优势和核心竞争力的关键因素。本研究从分析品牌的内涵及当前国内外房地产品牌发展的现状入手，探讨品牌对于房地产企业发展的必要性和重要意义。根据品牌战略实施中的制约因素与误区，本研究提出了房地产品牌建设的实施策略：建立客户服务体系、准确的品牌定位、建立企业品牌识别系统、制定品牌策略、强化品牌意识，持续品牌管理、整合传播，保持品牌形象的一致性。1、建立客户服务体系；2、准确的品牌定位。品牌定位决定了品牌提供什么样的产品或服务、情感利益以及核心价值诉求，从而创造优异的、差异化的、超出客户期望的价值和利益；3、建立企业品牌识别系统；4、制定品牌策略。品牌策略主要有三种选择，单一品牌策略、母子品牌策略、主副品牌策略，各个品牌策略都有优缺点，企业根据当前及未来发展实际进行确定选择；5、强化品牌意识，持续品牌管理。品牌的建设绝非一早一夕能完成的，它要求执行者保持较强的品牌意识，并建立专门的机构，形成完善的制度进行持续的品牌管理；6、整合传播，保持品牌形象的一致性。在阐释完品牌构建战略后，根据中国房地产行业前50强企业—鑫苑公司的概况、品牌构建历程进行了实例分析，根据鑫苑企业的实际结合品牌构建模型对鑫苑企业的品牌建设提出了自己的建议。
英文摘要：	Abstract The real estate industry has the characteristics of capital intensity and resource conformity. With the development of our national real estate's industry , the actuation factor of house purchases is determined by the present accessory, the household design, the property service, the revaluation potential, the brand and other numerous factors instead of the past simple price. But in these factors, the brand is the most invisible core competitive power without doubt. Therefore, constructing the powerful brand becomes the key factor of the real estate enterprise obtaining competitive advantage as well as core competitiveness. This study, based on the analysis of brand's connotation and the current domestic and foreign real estate brand's development, discusses the necessity and significance of brand regarding the development of real estate enterprises. The study proposes the implementation strategy of real estate brand construction on the basis of the restriction factor and mistaken ideas during the process: the establishment of customer service system, the accurate brand localization, the establishment of enterprise brand recognition system, the formulation of brand strategy, the intensify of brand consciousness and the continuing of brand management, the integrated communication and the uniformity of brand image. Firstly, the establishment of customer service system. Secondly, the accurate brand localization. The brand localization determines the providing product or service, the emotion effect and the core value demand in order to create the outstanding, diverse, customer expectation's exceeding value and benefit. Thirdly, the establishment of enterprise brand recognition system.Fourthly, the formulation of brand strategy. There are mainly three brand strategies: the sole brand strategy, the mother and child brand strategy, and the dominant-secondary brand strategy. Each brand strategy has its good and bad points. The enterprise carries on the determination choice on the basis of the current and future actual development. Fifthly, the intensify of brand consciousness and the continuing of brand management. The brand construction is not built in one day. It requires the performer to keep strong brand consciousness, build the special structure, and form the perfect system to continue the brand management. Sixthly, the integrated communication and the uniformity of brand image. After explaining the brand construction strategy, the study also proposes some advice, based on the general situation of Xinyuan Company — the top 50 enterprise in the national real estate, the example analysis of the brand building process as well as Xinyuan's construction model.
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