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论文编号：	4164
作者编号：	2120102598
上传时间：	2012/6/4 22:30:20
中文题目：	工业地产品牌营销策略研究
英文题目：	The Brand Marketing Strategy Research of Industrial Real Estate
指导老师：	李桂华
中文关键字：	工业地产;品牌;品牌营销
英文关键字：	Industrial real estate;Brand;Brand marketing
中文摘要：	随着国家一系列宏观政策的出台，我国住宅地产进入了低谷期。而工业地产与一个区域的GDP关联紧密，地方政府对该行业的扶持力度非常大。另一方面，中国制造业的崛起和产业结构升级也带动了工业地产的蓬勃发展。于是，大量的投资者纷纷进入了工业地产领域，工业地产行业成为了新的投资热点。然而，工业地产在我国的发展时间短，理论理系不健全，开发和运营经验都比较欠缺。再加上工业地产本身具有一定的特殊性，给开发商带来了巨大的挑战。竞争的加剧使品牌的作用越来越重要，围绕品牌所展开的一系列营销策略成为工业地产企业胜出的有力武器。品牌形象、品牌识别、品牌延伸、品牌定位等都是品牌营销的内容，而品牌营销有四个核心的理念，即品牌定位、品牌传播、品牌维护和品牌创新，本文就是根据以上四点对工业地产的品牌营销策略进行了研究。本文系统的回顾了工业地产和品牌营销的相关理论，并对工业地产的发展现状和趋势展开论述，提出品牌营销的必要性；紧接着对工业地产的品牌营销策略及其实施方案进行了探索和总结；最后，本文以案例分析的形式，对华夏幸福基业股份有限公司所开发的固安工业园区进行深入研究和剖析，对前章的研究结论进行了实例验证。固安工业园区的成功与它的品牌营销策略是分不开的，随着工业地产市场化运作力度的加大，品牌营销策略对工业地产的影响日益深远。工业地产在品牌营销方面的研究极为有限，本文的研究结论为工业地产行业如何选择和运用品牌营销策略提供了理论依据，有很强的参考和借鉴意义。
英文摘要：	Along with the introduction of a series of macroeconomic policy, the residential real estate of China comes into a low point. There is a close association between Industrial estate and regional GDP, so the local government exerts all efforts to provide powerful support to the industrial estate .On the other hand, the rising manufacturing and upgrading industrial structure of China are booming the industrial estate. So a large numbers of investors influx the field of industrial real estate, which becoming into a new hot spot for investments. However, the time of the industrial real estate development in China is short, the theory of management system is not perfect, the development and the operation experience are also deficient. Furthermore, the industrial estate has a certain degree of particularity, so the developers may be facing an enormous challenge. In such circumstances, the role of brand is more and more important with the increasing competition. Brand marketing strategy has become a powerful weapon to industrial real estate companies. The brand marketing strategy contains a lot of theories, such as brand image, brand recognition, brand extension and brand positioning, etc. There are four core theories of brand marketing strategy, they are brand positioning, brand communication, brand maintenance and brand innovation. The study of industrial real estate brand marketing strategy of this article is based on the above four points. This paper systematically reviews the related theories of industrial estate and brand marketing, and has also discussed the status and trend of industrial estate, and then it put forward the necessity of brand marketing. After that, the brand marketing strategy and its implementation of industrial estate is discussed and summarized in this paper. Finally, the paper makes a detailed research and analysis on Gu’an Industrial Area which is invested and operated by China Fortune Land Development Co., Ltd. Through this case, the previous chapter research conclusion has been verified. Gu’an Industrial Area's success and its marketing strategy are inseparable, with the increasing operational strength of industrial real estate; the impact of brand marketing strategy is increasingly far-reaching for industrial real estate. The study of Industrial real estate is extremely limited in the field of brand marketing. But the conclusions of this paper provide a theoretical basis for the choice and operation of brand marketing strategy about industrial real estate, so this paper can provide a strong reference to the readers.
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