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论文编号：	7071
作者编号：	2120122979
上传时间：	2014/12/11 11:45:15
中文题目：	房地产中小企业品牌创建与维护研究——以泰达建设集团为例
英文题目：	Brand creation and maintenance of real estate research for SMEs
指导老师：	张国萍
中文关键字：	品牌创建、品牌维护、房地产品牌、泰达建设集团
英文关键字：	brand creation;brand maintenance;the brand of real estate;Teda Construction Group Co.
中文摘要：	我国的房地产行业在改革开放之后经历了三十多年的曲折发展，正在逐步地走向成熟和规范，伴随着整个行业的不断发展，市场竞争日益激烈，行业内部的优胜劣汰不断上演，企业之间的竞争已经由传统的区域竞争、价格竞争逐步发展为目前的品牌竞争。面对着品牌房企所占市场总体份额的不断上升，广大中小型房地产企业突出重围，谋求发展的难度越来越大。文章从品牌、房地产以及房地产品牌的相关理论出发，结合我国经济市场现状，对房地产品牌发展的情况做了说明，指出了房地产品牌创建与品牌维护的势在必行，现阶段房地产行业品牌房企在全国范围内不断扩张，中小型房地产企业品牌创建与品牌管理工作迫在眉睫。品牌管理中存在有品牌认识误区、企业品牌与项目品牌概念模糊、品牌价值体现不充分等问题，并对产生问题的原因进行了分析，主要包括品牌意识淡薄和品牌管理工作不系统两个方面。文章结合实际案例对房地产品牌与其它行业品牌的差异、中小企业品牌建设与标杆企业品牌建设的差距进行了说明，指出了中小企业品牌问题以及品牌创建与维护的关键要点——认清品牌实质是其内在的核心识别，即情感关系；品牌创建找准切入点，即通过项目品牌创建企业品牌；品牌维护加强系统性，从横向、纵向两个层面，针对企业内外、项目开发始终系统地贯彻品牌维护工作。第五章通过对天津泰达建设集团格调品牌项目的案例分析，详细描述了其在项目开发过程中对于品牌的重视，从项目开发之前土地取得、产品和理念的创新，到项目开发中的营销和工程诚信，再到项目开发后的精品呈现、持续维护，每一个环节都需要房地产企业付出很大的精力、财力、智力和物力，印证了品牌创建、品牌维护与项目开发各个环节的紧密关系——相辅相成，互相促进。本文采用了文献分析法、案例研究法以及理论和实践相结合的方法，本着实事求是的原则，同时结合自己从事房地产工作的经验，得出房地产中小企业实施品牌管理的必要性以及具体对策，希望能够对房地产中小企业的品牌创建与维护工作有所助益。
英文摘要：	China's real estate industry has experienced a tortuous development in the last 30 years after the Reform and Opening up . Now the industry are gradually becoming mature and normative. With the continuous development of the industry, and the increasingly fierce competition of market, a similarly Darwinian of the industry has been repeated, the competition between enterprises has gradually developed from traditional regional competition, price competition to the brand competition. Confront of the increasing market share of the famous and giant real estate enterprises, it will be more and more difficult for the majority of small and medium-sized real estate enterprises to break through the stiff situation, and to pursue better development. Starting from the basic concept of the brand, real estate, the brand of real estate, and according to the basic national conditions of our country, I discussed the current situation of the development of China's real estate brand, confirming the necessity and importance of the real estate brand building and brand management, pointed out At this stage the real estate industry brands expanding across the country, small and medium real estate brand to create imminent and brand management.Some problems existed in our brand management such as confusing the brand of enterprise and the brand of project,unavailable to fully implement the value of the brand and so on, and analyzed the caution.And causes of the problem are analyzed, including weak brand awareness and brand management is not working systems. Article describes the actual situation in other sectors of real estate brands and brand differentiation, differences in business models for SMEs brand building and brand building, brand issues, and pointed out the key elements of SME brand building and maintenance - recognize the brand essence is its intrinsic the core identity, that emotional relationships; branding identify the entry point, the project is to create corporate brand through brand; brand maintenance strengthen systematic, from the horizontal, vertical two levels, for inside and outside, project development business has always been to systematically carry out maintenance work brand . The fifth chapter by Tianjin TEDA Construction Group style brand project case studies, a detailed description of its importance for the brand, land acquisition in the project development process from the previous project development, innovative products and ideas to marketing and project development engineering integrity, to boutique project development after the presentation, ongoing maintenance, every aspect of the real estate companies need to pay a lot of energy, financial, intellectual and material resources, confirms the brand creation, brand maintenance and project development in all aspects of close relationships - - complement each other and promote each other. In this paper, literature analysis, case analysis and the method of combining theory and practice have been used. In line with the principle of seeking truth from facts, and with my working experience in the real estate industry, I concluded some countermeasures of brand management in real estate industry, for the small and medium-sized enterprises.
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