联系我们

论文查询结果	返回搜索

论文编号：	750
作者编号：	2120062046
上传时间：	2008/6/23 15:33:31
中文题目：	房地产品牌营销研究
英文题目：	The Research on Real estate br
指导老师：	韩德昌
中文关键字：	房地产品牌;品牌创建;品牌传播;<
英文关键字：	Real estate brand;Brand buildi
中文摘要：	我国的房地产市场经过二十余年的发展，房地产市场的结构体系、运行机制和政策法规框架已经初步形成，逐步进入产业发展的成熟期，已经从单纯的价格竞争、质量竞争逐步走向品牌竞争。今后的房地产行业的发展格局将会走向行业集中的方向，未来的房地产市场必将发展为少数优秀品牌之间的竞争而那些没有及时建立强势品牌的房地产企业将会被排除出竞争之外。对于房地产开发商来说，是否有能力打造自身的品牌并创造出品牌的价值将决定着其未来的成败。因此，本论文在此背景下对房地产企业如何进行品牌营销进行了研究。 本论文从品牌的基本理论和方法入手，结合国内房地产行业具有代表性的典型案例，运用理论和实践相结合的方法进行研究。 本论文共分为六大部分，首先对论文的研究背景和意义、研究结构和研究内容、本研究的创新之处进行了论述；其次对品牌理论及房地产品牌理论进行了回顾与总结；在论文的第三部分详细论述了房地产开发商在品牌定位的基础上，以自己的项目品牌和服务品牌为支柱来建立自己的品牌；接下来主要论述了品牌的传播，主要从品牌传播战略、手段和媒介三个方面进行论述；在论文的第五部分论述的是品牌的维护和延伸；在本论文的最后部分总结了泰昇的品牌营销策略。 本论文的创新之处在于提出品牌营销的系统包括四部分：首先在了解系统消费者与竞争者的基础上进行品牌定位；通过不断的传播与推广提高品牌的知名度；通过品牌维护建立消费者对品牌的满意度，培养品牌忠诚；通过品牌的延伸与创新保持品牌的持久生命力。并在每一部分提出了具体的营销策略，最终从品牌营销的这四个角度对泰昇集团的品牌营销策略进行了总结，对其它房地产企业具有一定的借鉴意义。
英文摘要：	Our country's real estate market passed through 20 remaining years of life development, the real estate market structure system, the operational mechanism and the policy laws and regulations frame already initially forms, enters the industrial development gradually the mature period, already from the pure price competition, the quality competition gradually moved towards the brand competition. But the next real estate profession development pattern will be able to move towards the profession centralism the direction, the future real estate market will develop to the minority outstanding brand between competition，the real estate enterprise which do not have the prompt establishment strong trend brand will be removed outside the competition. Regarding the property developer, whether it has the ability to make its own brand and to create the brand to decide its future success or failure. Therefore, how did the present developer carry on the brand marketing under this background to the real estate enterprise to conduct the research. The present paper start from the brand elementary theory and method obtaining, domestic real estate has the representative illustrative case, unifies the method using the theory and the practice to conduct the research.. The present paper be divided into six major parts, first it introduce the paper research background and the significance, the research structure and the research content, the research of innovation ; Next it has carried on the review and the summary to the brand theory and the real estate brand theory; Elaborated the property developer in detail in the paper third part in the brand localization foundation, establishes own brand by taking own project brand and the service brand as the prop brand; then mainly elaborated the brand dissemination, mainly from the brand dissemination strategy, the method and the medium three aspects carried on the elaboration; It is the brand maintenance and extends in the paper fifth part of elaboration; Summarized the brand marketing strategy of Tysan in the present paper final part. The innovation of the paper lies in proposing the brand marketing system including four parts: First carries on the brand localization in the understanding system consumer and in competitor's foundation; Through unceasing dissemination and promotion Improve Brand awareness; Establishes the consumer satisfaction to the brand through the brand maintenance, raises the brand to be loyal; Through brand extending with innovation maintenance brand lasting vitality. And proposed the concrete marketing strategy in each part, finally summary the brand marketing strategy of tysan from these four angles to carry on, It had certain model significance to other real estate enterprise.
查看全文：	预览  下载(下载需要进行登录)