房地产企业的品牌营销策略研究.doc

中文摘要 摘要:本文基于国内房地产企业品牌发展现状和趋势，对比国内外对品牌研究的 现状，针对当前房地产发展状况和存在的问题，提出了论文的研究背景，并从中 引申出论文的选题。 加入WTO后，我国房地产市场己从价格竞争、质量竞争逐步走向品牌竞争。 相比国外而言，国内房地产开发企业的品牌发展滞后，还未建立起有效的品牌管 理架构及体制。大多数房地产商只注重具体项目的宣传，难以维持长期的品牌效 应和领先地为此，国内的房地产开发企业迫切需要对房地产品牌营销进行深入的 研究。本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，运用实证的方法进行论证，希望能够为房地产开发企业系统地塑造房地 产品牌及实施品牌战略提供一些思路、方法和建议。本文利用品牌系列理论，从 策略与营销的角度提出我国房地产企业应通过准确的市场定位，发挥自身的资源 优势，打造房地产品牌，实施品牌战略，以在未来激烈的市场竞争中获胜。 本人用市场营销学中的品牌理论来指导房地产品牌的经营策略，具体从强化 品牌意识、差异化塑造品牌个性、创新提升企业核心、人才战略、专业化五个方 面进行了论证。同时提出了房地产品牌的创建和维护，从品牌形象的塑造、品牌 定位、品牌传播、品牌延伸与维护等方面进行了论述。以期能给现在的房地产发 展提供参考。 关键词:品牌定位;品牌传播;品牌维护 分类号:[请输入分类号((1-2 )，以分号分隔。ABSTRACT ABSTRACT: Based on the national real estate brand development status and trend comparative study of the status of the brand at home and abroad, real estat development for the current situation and existing problems, the research pape presented the background from which raises Dissertations. Join the WTO; Chinas real estate market has been from price competition quality competition gradually brand competition. Compared to foreign countries, th domestic real estate enterprise development lags behind_the brand,_the brand has not ye set up an effective management structure and system. Most real estate companies focu only on specific projects, publicity, difficult to maintain long-term brand and leading tc this end, the domestic real estate development enterprises urgent need for real estate marketing in-depth study. In this paper the basic theories and methods of the branc startimgiwvvith domestic real estate industry representative of the typical cases, using empirical methods to conduct feasibility studies for the real estate developmen company hopes to shape the real estate system De implementation of brand strategy brand and provide some ideas, methods and recommendations. In this paper, branc series theory, strategy and marketing from the angle of the real estate business, througl accurate market positioning to play their owns resources to create real e