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论文编号：	7843
作者编号：	2120132773
上传时间：	2015/12/7 17:35:19
中文题目：	T物业服务公司品牌管理问题诊断及改进策略研究
英文题目：	Research on the Problem Diagnosis and Improvement Strategy of T Property Company’s Brand Management
指导老师：	杨坤
中文关键字：	物业服务；品牌管理；问题诊断；改进策略
英文关键字：	property services; brand management; problem diagnosis; improvement strategy
中文摘要：	品牌是市场不断发展的产物，发展品牌管理成为了专家学者和企业管理者们十分重视的课题。随着我国物业服务行业的发展，相继出现了社会认可度低、服务水平参差不齐、服务趋于同质化等问题，为了达到提高社会认可度、提升服务水平、增加服务特色的目的，品牌观念逐渐引入该领域，一大批物业服务企业开始建立自己的品牌，以谋求自身的可持续发展。对于物业服务企业而言，物业服务品牌有助于提高差异化竞争优势，有助于提高消费者对其品牌的忠诚度以及物业服务企业工作的开拓与延展，进而达到物业服务新高度。故如何在激烈的竞争中求生存、求发展是每一个物业服务企业管理者必须思考的问题。 品牌管理概念在物业服务行业的还没有形成系统性的研究，故本文搜集了企业常用的品牌管理研究方法，结合物业服务行业实际情况，在深入调查T公司品牌管理现状的基础上，采用环境分析、问卷调查、专家访谈等科学的研究手段对T公司品牌管理实际情况进行分析诊断，力求找到T公司在品牌发展过程中遇到的问题及造成该问题的深层原因，最后，结合品牌管理的相关理论与标杆企业先进的管理经验，提出T公司品牌管理的有效改进策略。根据本文研究得出结论：T公司在品牌管理中应提升品牌管理的高度，创建品牌管理机构，建立人才管理体系，加强服务品质管理，培育富有特色的企业文化品牌。本文通过T公司品牌管理实例研究，希望能为物业服务行业进行品牌管理工作提供新思路，为物业服务行业品牌化发展略尽绵薄之力。
英文摘要：	Brand is the product of growing market, development of brand management has become the important issue which experts and business managers pay attention to. With the development of property services sector, some problems have appeared in which social recognition is low, the service level is uneven, competition gradual accumulation and other issues, in order to achieve greater social acceptance, improve service levels and increase service characteristics, the brand concept is gradually introduced into the field, a large number of property services companies began to build their own brand, in order to pursue their own sustainable development. For property services businesses, property services help increase brand differentiation competitive advantage, help improve work to develop and extend its consumer brand loyalty and corporate property services, property services to achieve new heights. So how to survive in the fierce competition, survival and development of every property services business managers must consider. Brand management concepts in the property services industry has not formed systematic research, therefore, this thesis commonly used to collect corporate brand management research methods and combined with the actual situation of the property services industry, management status T in-depth investigation on the basis of the company's brand, the use of environmental analysis, questionnaires, interviews with experts and other scientific research by means of T brand management analysis and diagnosis of the actual situation, this article seeks to find the problem encountered in the T's brand development process and underlying causes of the problem, finally, the relevant benchmark for corporate brand management theory and advanced management experience, come up with effective strategies to improve T's brand management. According to this study concluded: T company in brand management should lift height of brand management, to create a brand management agency, a talent management system, enhance service quality management, foster distinctive corporate culture brand. By T brand management case studies, hoping to brand management services for the property sector to provide new ideas for the development of the property services industry brand to do a little tiny force.
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