xx房地产开发有限公司品牌营销现状及存在的问题毕业论文.doc
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xx房地产开发有限公司品牌营销现状及存在的问题毕业论文,摘 要近年来,中国房地产市场进入了高速发展的阶段,房地产已经成为国民经济发展的重要支柱。然而在房地产市场中,项目有名而开发商不出名的情况一直困扰着很多企业,但从中摆脱的并不多,原因在于房地产企业对房地产品牌的营销缺乏理解和重视,本文通过分析房地产品牌的概念、内涵及房地产品牌营销现状等问题,提出了房地产品牌营销的对策。随...
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摘 要
近年来,中国房地产市场进入了高速发展的阶段,房地产已经成为国民经济发展的重要支柱。然而在房地产市场中,项目有名而开发商不出名的情况一直困扰着很多企业,但从中摆脱的并不多,原因在于房地产企业对房地产品牌的营销缺乏理解和重视,本文通过分析房地产品牌的概念、内涵及房地产品牌营销现状等问题,提出了房地产品牌营销的对策。
随着国际经济一体化时代的到来,品牌价值的多少成为衡量一个企业综合实力的重要标准,实施品牌策略,成为这一时代企业经营战略的重要内容。住宅品牌,作为一种重要的因素将在房地产竞争中发挥巨大的作用,房地产营销也将转入品牌营销的时代
本文通过分析xx地产品牌营销策略的成功和不足及xx地产品牌经营环境、经营状况、及经营竞争的优势与风险,同时针对存在的问题,对xx地产如何加强品牌营销提出了具体对策,最后根据分析,针对我国欲走品牌之路的房地产商提出建议。
关键词: 房地产 品牌营销 品牌延伸
Abstract
In recent years,real estate market has entered a stage of rapid development in China, real estate has become an important pillar of national economic development. However, in the real estate market, project developers are not well-known and has been known to haunt many enterprises, but not many of out because of real estate brands in real estate marketing and attention to a lack of understanding, this article through the analysis of the Housing The concept of real estate brands, and content of the status quo in real estate issues such as brand marketing, brand marketing to real estate solutions.
As international economic integration era, the number of brand value as a measure of overall strength of an enterprise standard, the implementation of brand strategy in this era of business strategy. Domestic brands, as an important factor in competition in the real estate will play a major role in real estate sales will also be transferred to the era of brand marketing
In this paper, by analyzing the real estate Vanke successful brand marketing strategy and lack of brand management and real estate Vanke environment, operating conditions, and operation of the competitive edge with the risk for problems at the same time, on how to strengthen the brand real estate Vanke marketing specific measures proposed Finally, based on an analysis of China's wish to walk the road of real estate brands to make recommendations.
Keywords real estate brand marketing brand extension
目 录
摘 要 I
Abstract II
目 录 III
第一章 绪 论 1
1.1研究背景及意义 1
1.1.1研究背景 1
1.1.2 研究意义 1
1.2国内外研究现状 2
1.2.1 国外研究现状 2
1.2.2 国内研究现状 3
1.3本文的研究方法及思路 4
1.3.1研究方法 4
1.3.2研究思路 5
第二章 相关理论概述 6
2.1品牌的含义和作用 6
2.2品牌营销理论 6
2.2.1品牌营销的四个策略 7
2.2.2品牌营销的五个要素 7
2.3房地产市场品牌营销 8
2.4房地产的品牌差异化 8
2.4.1房地产产品差异化 8
2.4.2房地产服务差异化 10
2.4.3房地产品牌形象差异化 10
第三章 xx房地产开发有限公司品牌营销现状及存在的问题 11
3.1公司概况 11
3.2xx房地产开发有限公司品牌营销现状 11
3.2.1市场细分 11
3.2.2品牌定位 12
3.2.3品牌设计 13
3.2.4品牌建设现状 16
3.3xx地产品牌营销中存在问题分析 21
3.3.1未做到品牌差异化 21
3.3.2品牌诉求过于空洞 22
3.3.3缺乏品牌危机意识 22
第四章 解决xx房地产开发有限公司品牌营销问题的对策 24
4.1大力加强品牌的差异化建设 24
4.1.1进行差异化战略的准确定位 24
4.1.2加强品牌差异化的风险分析 25
4.2切实推行品牌人性化 26
4.2.1地产人性化 26
4.2.2营销人性化 27
4.3继续强化品牌整合营销 28
4.4抢占品牌营销高起点 29
4.4.1利用房地产品牌TOP身份 29
4.4.2重视关键市场 30
4.5正确处理品牌信任问题 30
结 论 32
致 谢 33
参考文献 34
附录1 35
附录2 37
近年来,中国房地产市场进入了高速发展的阶段,房地产已经成为国民经济发展的重要支柱。然而在房地产市场中,项目有名而开发商不出名的情况一直困扰着很多企业,但从中摆脱的并不多,原因在于房地产企业对房地产品牌的营销缺乏理解和重视,本文通过分析房地产品牌的概念、内涵及房地产品牌营销现状等问题,提出了房地产品牌营销的对策。
随着国际经济一体化时代的到来,品牌价值的多少成为衡量一个企业综合实力的重要标准,实施品牌策略,成为这一时代企业经营战略的重要内容。住宅品牌,作为一种重要的因素将在房地产竞争中发挥巨大的作用,房地产营销也将转入品牌营销的时代
本文通过分析xx地产品牌营销策略的成功和不足及xx地产品牌经营环境、经营状况、及经营竞争的优势与风险,同时针对存在的问题,对xx地产如何加强品牌营销提出了具体对策,最后根据分析,针对我国欲走品牌之路的房地产商提出建议。
关键词: 房地产 品牌营销 品牌延伸
Abstract
In recent years,real estate market has entered a stage of rapid development in China, real estate has become an important pillar of national economic development. However, in the real estate market, project developers are not well-known and has been known to haunt many enterprises, but not many of out because of real estate brands in real estate marketing and attention to a lack of understanding, this article through the analysis of the Housing The concept of real estate brands, and content of the status quo in real estate issues such as brand marketing, brand marketing to real estate solutions.
As international economic integration era, the number of brand value as a measure of overall strength of an enterprise standard, the implementation of brand strategy in this era of business strategy. Domestic brands, as an important factor in competition in the real estate will play a major role in real estate sales will also be transferred to the era of brand marketing
In this paper, by analyzing the real estate Vanke successful brand marketing strategy and lack of brand management and real estate Vanke environment, operating conditions, and operation of the competitive edge with the risk for problems at the same time, on how to strengthen the brand real estate Vanke marketing specific measures proposed Finally, based on an analysis of China's wish to walk the road of real estate brands to make recommendations.
Keywords real estate brand marketing brand extension
目 录
摘 要 I
Abstract II
目 录 III
第一章 绪 论 1
1.1研究背景及意义 1
1.1.1研究背景 1
1.1.2 研究意义 1
1.2国内外研究现状 2
1.2.1 国外研究现状 2
1.2.2 国内研究现状 3
1.3本文的研究方法及思路 4
1.3.1研究方法 4
1.3.2研究思路 5
第二章 相关理论概述 6
2.1品牌的含义和作用 6
2.2品牌营销理论 6
2.2.1品牌营销的四个策略 7
2.2.2品牌营销的五个要素 7
2.3房地产市场品牌营销 8
2.4房地产的品牌差异化 8
2.4.1房地产产品差异化 8
2.4.2房地产服务差异化 10
2.4.3房地产品牌形象差异化 10
第三章 xx房地产开发有限公司品牌营销现状及存在的问题 11
3.1公司概况 11
3.2xx房地产开发有限公司品牌营销现状 11
3.2.1市场细分 11
3.2.2品牌定位 12
3.2.3品牌设计 13
3.2.4品牌建设现状 16
3.3xx地产品牌营销中存在问题分析 21
3.3.1未做到品牌差异化 21
3.3.2品牌诉求过于空洞 22
3.3.3缺乏品牌危机意识 22
第四章 解决xx房地产开发有限公司品牌营销问题的对策 24
4.1大力加强品牌的差异化建设 24
4.1.1进行差异化战略的准确定位 24
4.1.2加强品牌差异化的风险分析 25
4.2切实推行品牌人性化 26
4.2.1地产人性化 26
4.2.2营销人性化 27
4.3继续强化品牌整合营销 28
4.4抢占品牌营销高起点 29
4.4.1利用房地产品牌TOP身份 29
4.4.2重视关键市场 30
4.5正确处理品牌信任问题 30
结 论 32
致 谢 33
参考文献 34
附录1 35
附录2 37