房地产品牌营销策略研究

毕业论文房地产品牌营销策略研究学生：王娜指导教师：李硕教授专业：房地产经营与管理所在单位：管理系答辩日期：200年月日摘要我国房地产业经过二十多年特别是近几年的迅速发展，已成为启动内需的消费热点和国民经济新的增长点，成为国民经济的重要产业。然而经过这么多年的发展，房地产市场的竞争越来越激烈，已从质量竞争，价格竞争阶段过渡到了品牌竞争阶段。品牌竞争已成为企业占领市场，提高利润率的重要手段。相应的房地产企的营销手段也从单一的价格营销，人员促销，广告营销等传统的方式转变到实施品牌营销的综合营销阶段。也只有这样才能增加房地产商品的无形价值，提高企业资金的回报率，并争取在与资本市场的结合中赢得优势。本文首先从品牌的概念出发，论述了品牌营销的含义、特点以及在现阶段实施品牌营销的重要意义。然后通过研究我国房地产市场现状，行业现状，企业自身现状发现:我国虽然有很多的房地产开发企业，但在规模上、实力上与国外房地产企业存在很大的差距，特别是在创造品牌，实施品牌营销战略方面更是如此。因此，如何创建品牌，实施品牌战略已经成为我国房地产企业面对竞争必须解决的问题.本文先从理论上详细论述了房地产企业实施品牌营销战略的重要意义，实施房地产品牌营销的所遵循的策略，以及如何保持品牌，提升品牌，并对实施品牌战略中容易出现的错误认识进行了阐述。最后用一个具体的案例—北京天鸿集团如何在激烈的房地产竞争中创建自己的品牌，实施品牌战略，并依靠品牌战略走上发展壮大之路—阐述了房地产企业的品牌之路。关键词:品牌营销;房地产;竞争;战略AbsrtactRealestaetofoureountryhasbeenhteeonsumerHotPointofinetrdemandnadnewineerasingPointofoureeonomyofrquiekdeveloPmentoftwentyyears。However，heteomPetitionoferalestaetmarkethasbeenshaprernadsha印er，ithasbeenorfmcomPetitionofqualiytandPrieeoteomPetitionofbrnad。BrandeomPetitionhasbeenhteimPortnatwayofhtefinnsineerasingmarkeroeePuyraetnadProfitaret。Athtesan比etime，themarketingwyaoferalestaetfimrshavertnasofmredbrnadmarketingorfmpricemarketing，Pesronm田火eting，devertisementm出teting，nadsoon。hiacft，onlybrnadmarketingeanincerasefinnsintangiblevalueandepaiatireturnraet，nadobatinadvantagesorfmeonneetingwihtePaitalmarket。T七edissertationhasdiseussedhteeonnoattionofbrnadmarketingontheofundationofbrandeoncePtino，whieldiseussedtheeharacteristieoferalestatebnardmarketingnadhteimPoartnt51娜fienacewhieh几mse别叮youthtebrnadmarketing。ThenaeeordingPersenteonditionsoferalesatteinudsyrtinoureounyrt，includingp以arket，indus妙阴dfirms:htewrierteoncludeshtatalhtouhghteeraer刀几anyeralestateuf妞s，hetyaerlesshtnaoveresasfli饥sinseaeinadacutalsrtenhgt，es侧戈iallyinsomeerspectsuschaseeratingbrnad，e毗ylnguotb珑mdmakretingstartegy。For而5erasnoshteProbelmsoferales位玫efinnshvaetodowhentheyconorfnttheeompettiionaerhowoteeraethteriownerbrnadnadeaJ汀youthetbrandmarketingstrategy。AeeordlngPresnetm出tentigeonditionsoferalestateuf扭sinoureounrty，htedissertationhasPutofwrardhetsrtategyhowotimPlmeentbrandmarketingstl’ategy，howtoh沈PbrandnadPromoetbrand，htnehtedissertatlonexP0undsheteorrrswhiehaPpearseasilyduringe别叮ylngouthetbrandmaltentigsrtategy。Finally，hetdissertationexPuondshteeralesatetfin叽howotusehteocmPlementthebrnadsrtaetgybyonexeamPleee-Tia创HnoggrouPocmPnayhowoteeraetownerbrand，eaJ叮youtthebrandmal火etingsrtaetgynadbeeomemoernadmoersti℃nhgtnihtemarketeomPetition。Keywodr:seralesu妓e;brnadmarketing;ocmpettiino;目录第一章绪论......................................................................61.1论文的背景.................................................................61.2论文的意义.................................................................7第二章品牌营销策略的理论基础.........................................82.1房地产品牌................................................................82.1.1品牌的涵义................................................................................................................82.1.2房地产品牌.................................................................................................................92.2房地产营销概述........................................................10第三章我国房地产品牌营销现状.................................133.1我国房地产品牌营销现状..........................................133.1.1缺乏品牌意识...........................................................................................................133.1.2市场调研不充分.......................................................................................................143.1.3房地产企业提供的产品无法满足消费者的全面需求........................................143.1.4营销诚信度差...........................................................................................................143.1.5物业管理、营销管理滞后......................................................................................153.2房地产发展的趋势—品牌化......................................15第四章房地产品牌营销基本策略.....................................194.1房地产企业实施品牌营销的战略意义........................194.1.1从消费者的角度分析..............................................................................................194.1.2从房地产商的角度分析..........................................................................................204.1.3从市场竞争的角度分析..........................................................................................204.2房地产企业品牌营销战略..........................................214.2.1房地产企业品牌营销战略......................................................................................214.2.2房地产企业品牌营销战略的实施.........................................................................244.3房地产品牌营销的预防误区......................................29第五章案例分析........................................................315.1万科地产市场细分和品牌定位...................................315.1.1万科细分市场的定位..............................................................................................325.1.2万科品牌的核心价值..............................................................................................335.2万科地产品牌设计和建设..........................................345.2.1专业化地产商的品牌形象..........................................................