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| 论文编号： | 3983 | |
| 作者编号： | 2220100726 | |
| 上传时间： | 2012/3/9 15:07:08 | |
| 中文题目： | 房地产别墅品牌建设研究——以XLD项目为例 | |
| 英文题目： | Research on the Villa Brand Construction of Real Estate--Case study of XLD | |
| 指导老师： | 许晖 | |
| 中文关键字： | 别墅 品牌建设 房地产品牌建设路径 | |
| 英文关键字： | Villa Brand, brand structure, route of the real estate brand building | |
| 中文摘要： | 随着别墅市场竞争的日趋激烈及向买方市场的逐渐转变，面对日益精明与理性的消费者，一些明智的发展商已充分意识到品牌建设是企业占领市场、提高市场占有份额的重要手段，是企业做大做强的重要保证，别墅产业已进入品牌竞争阶段，迫切需要进行别墅品牌建设的深入研究。然而，与市场实际需要相比较，国内别墅品牌的根基尚浅，品牌成熟尚需假以时日，品牌建设研究也不尽完善。本文就是想在别墅品牌建设的研究中探索出一套更加科学实用的理论与方法，以期对别墅企业在日趋激烈的竞争中有所裨益。本文在系统论述我国别墅现状及发展历程的基础上，对品牌定义、品牌构成、品牌建设的内涵、目标、原则进行了较详细的阐述，为别墅品牌建设奠定了理论基础。具体到别墅品牌建设，首先进行了别墅市场分析、别墅品牌建设背景分析及我国别墅品牌建设现状与品牌建设研究现状分析。最后结合我国别墅市场竞争实际，尝试提出别墅品牌建设具体路径，即以别墅品牌主体定位为前提、以别墅的优良品质为基础、以别墅整合营销为驱动、以别墅客户关系管理为保障的别墅品牌建设之路。 | |
| 英文摘要： | With the fiercely competition in the real estate market and the transformation to the buyer market, encountered with the shrewd and reasoning consumers, some enterprises of real estate have realized the significance of cultivating and managing their brands, which can help them to take possession of the market and develop the market share. It is indicated that the real estate industry has entered the era of branding. In-depth research in the branding of real estate has become a crucial problem with imminence. Based on the systematic analysis of the real estate current situation and developing course, this article elaborates the brand definition, the brand composition, the connotation, the target and the principle of the brand building, and establishes the foundation of the brand building. For building the brand of the real estate, the article analyses the real estate market、the background and the current situation of the brand building and the research achievement of the brand building. And then the article discusses the brand value and the brand structure. At last the article pointes out the concrete route of the real estate brand building: the customer position is the premise, the good quality is the foundation, the real estate culture is the core, the creation is the drive, the marketing is the guarantee and the construction of the enterprise’s core value is the objective. | |
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