目 录
目 录 1
摘要 2
ABSTRACT 3
第一章 绪论 4
1.1选题的背景和意义 4
1.1.1选题背景 4
1.1.2研究意义 5
1.2 研究内容和论文结构 6
第二章 房地产品牌战略概述和相关理论基础 7
2.1房地产品牌相关概念和特点 7
2.1.1房地产的概念和特点 7
2.1.2房地产品牌的概念和内涵 7
2.1.3房地产品牌的特点 8
2.2实施房地产品牌战略的必要性 9
2.3相关理论基础 9
第三章 房地产品牌战略研究方法 11
3.1论文研究方法 11
3.2论文调研方法 11
第四章 房地产品牌战略规划 12
4.1房地产品牌定位和塑造 12
4.1.1房地产品牌定位概述 12
4.1.2房地产品牌定位的流程 13
4.1.3房地产品牌塑造分析 14
4.1.4房地产品牌塑造策略 15
4.2房地产品牌传播与扩张 16
4.3 房地产品牌管理与维护 17
4.3.1房地产品牌管理 17
4.3.2房地产品牌的维护 17
结 论 18
参考文献 19
摘要
品牌战略是企业针对市场需求的基本态势，着眼于企业与其战略协同者共生共荣、互利共赢，并以企业理念为核心，以企业(产品)品牌为竞争手段，对各种资源进行运筹、谋划、整合和优化配置，创建出强势品牌，或巩固和培育现有品牌，充分发挥品牌效应，从而实现企业价值最大化的一种超越产品本身的经营战略。品牌战略的马太效应和辐射效应对于房地产企业的发展和产业结构的调整具有巨大的拉动作用。
今天房地产市场已进入同质化的时代，产品可以模仿，服务可以模仿，但唯有品牌拥有真正意义上的区分。品牌是企业的灵魂和核心，是实力的象征。品牌房地产企业不再单一以资本和土地来衡量其实力，资本实力、产业规模、商业模式、管理水平、人才团队、产品品质、服务水准和文化理念等方面都将是企业综合实力的体现。房地产企业要做大做强，在现代化竞争中立于不败之地，品牌化已成为房地产企业发展和在市场竞争中取得领先地位的致胜之道。
结合房地产品牌发展和品牌竞争的大环境、大趋势，本文紧紧围绕房地产品牌战略这一主题，以品牌生命周期理论为基础，分析了在品牌的不同生命周期阶段，房地产企业应该采取的战略。论文通过绪论、房地产品牌战略概述、房地产品牌战略研究方法、房地产品牌战略规划等若干有机组成部分，结合万科房地产品牌战略案例，分析了房地产品牌战略的发展现状和趋势，系统阐述了房地产品牌、品牌战略的相关概念和特点，重点分析了房地产企业实施品牌战略的若干关键要点，同时对其进行了总结。
论文本着抛砖引玉的思想，对房地产品牌战略进行了一次大胆的探讨。其研究成果将对房地产企业建设、指导、经营其品牌具有积极的参考意义。也可供政府有关部门作决策时参考。
关键词：品牌战略，品牌定位与塑造，品牌管理与维护，品牌延伸
ABSTRACT
The management of a brand name is defined as that a firm and its strategic partner seek for co-existence and co-prosperity, mutual benefits and double win corresponding to the trends and situations of demands and meets in the market. The running of a brand name is built on the competitive brand names of the firm with the marketing notion as the cornerstone. A successful firm runs its brand name and establishes its image through planning, integrating and optimizing of its resources. Only through this way can a firm create competitive brand names and foster new brand names so that it can maximum the industrial value. The Matai effect and the radiation effect of the management of a brand name has enormous pull effect on the development of the real estates and the industry adjustment
Currently, the real estate market has confronted with similar quality competition.
The product and services can be imitated, but only the brand can diversify in real estate. With respect of a symbol of operation performance, brand is considered as the soul and core of a company. The operation performance of brand developers can no longer be eva luated only by its capital and land bank. The capital storage, industry scale, commercial pattern, management level, elite team, product quality, service criteria and culture concept are all the reflection of a company’s operation performance. Brand-operation becomes the successful way of those real estate enterprises who want
to occupy the pioneering position and make better achievement in the market competition.
Integrated with real estate brand development, the macro situation and macro trend of brand competition, this essay consistently coexists with the subject of brand strategy to analyze the different brand strategy for real estate enterprise in the different period of brand lifestyle. Through the introduction, the brief introduction of brand strategy, the research method on brand strategy of real estate, the operation of brand strategy, and the examples of Wanke Group’s brand strategy, this essay makes clarification of brand, the concept and character of brand strategy systematically. The main focus of this essay is to analyze the key points that may occur when the real estate enterprise are conducting its brand strategy. Meanwhile, this essay in-depth concludes the brand strategy of real estate.
Finally, the author of this essay offers a few commonplace remarks by way of the introduction to the stratagem of the brand names of domestic real estates so that others may come up with valuable opinions.
Key Words: Brand Strategy, Brand Locationand Shipment, Brand Spread and Expansion, Brand Management and Maintenance, Brand Extension
