摘 要

近年來，中國(guó)房地產(chǎn)市場(chǎng)進(jìn)入了高速發(fā)展的階段，房地產(chǎn)已經(jīng)成為國(guó)民經(jīng)濟(jì)發(fā)展的重要支柱。然而在房地產(chǎn)市場(chǎng)中，項(xiàng)目有名而開發(fā)商不出名的情況一直困擾著很多企業(yè)，但從中擺脫的并不多，原因在于房地產(chǎn)企業(yè)對(duì)房地產(chǎn)品牌的營(yíng)銷缺乏理解和重視，本文通過分析房地產(chǎn)品牌的概念、內(nèi)涵及房地產(chǎn)品牌營(yíng)銷現(xiàn)狀等問題，提出了房地產(chǎn)品牌營(yíng)銷的對(duì)策。
隨著國(guó)際經(jīng)濟(jì)一體化時(shí)代的到來，品牌價(jià)值的多少成為衡量一個(gè)企業(yè)綜合實(shí)力的重要標(biāo)準(zhǔn)，實(shí)施品牌策略，成為這一時(shí)代企業(yè)經(jīng)營(yíng)戰(zhàn)略的重要內(nèi)容。住宅品牌，作為一種重要的因素將在房地產(chǎn)競(jìng)爭(zhēng)中發(fā)揮巨大的作用，房地產(chǎn)營(yíng)銷也將轉(zhuǎn)入品牌營(yíng)銷的時(shí)代
本文通過分析xx地產(chǎn)品牌營(yíng)銷策略的成功和不足及xx地產(chǎn)品牌經(jīng)營(yíng)環(huán)境、經(jīng)營(yíng)狀況、及經(jīng)營(yíng)競(jìng)爭(zhēng)的優(yōu)勢(shì)與風(fēng)險(xiǎn)，同時(shí)針對(duì)存在的問題，對(duì)xx地產(chǎn)如何加強(qiáng)品牌營(yíng)銷提出了具體對(duì)策，最后根據(jù)分析，針對(duì)我國(guó)欲走品牌之路的房地產(chǎn)商提出建議。
關(guān)鍵詞: 房地產(chǎn) 品牌營(yíng)銷 　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 錄
摘 要 I
Abstract II
目 錄 III
第一章 緒 論 1
1.1研究背景及意義 1
1.1.1研究背景 1
1.1.2 研究意義 1
1.2國(guó)內(nèi)外研究現(xiàn)狀 2
1.2.1 國(guó)外研究現(xiàn)狀 2
1.2.2 國(guó)內(nèi)研究現(xiàn)狀 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　相關(guān)理論概述 6
2.1品牌的含義和作用 6
2.2品牌營(yíng)銷理論 6
2.2.1品牌營(yíng)銷的四個(gè)策略 7
2.2.2品牌營(yíng)銷的五個(gè)要素 7
2.3房地產(chǎn)市場(chǎng)品牌營(yíng)銷 8
2.4房地產(chǎn)的品牌差異化 8
2.4.1房地產(chǎn)產(chǎn)品差異化 8
2.4.2房地產(chǎn)服務(wù)差異化 10
2.4.3房地產(chǎn)品牌形象差異化 10
第三章 xx房地產(chǎn)開發(fā)有限公司品牌營(yíng)銷現(xiàn)狀及存在的問題 11
3.1公司概況 11
3.2xx房地產(chǎn)開發(fā)有限公司品牌營(yíng)銷現(xiàn)狀 11
3.2.1市場(chǎng)細(xì)分 11
3.2.2品牌定位 12
3.2.3品牌設(shè)計(jì) 13
3.2.4品牌建設(shè)現(xiàn)狀 16
3.3xx地產(chǎn)品牌營(yíng)銷中存在問題分析 21
3.3.1未做到品牌差異化 21
3.3.2品牌訴求過于空洞 22
3.3.3缺乏品牌危機(jī)意識(shí) 22
第四章 解決xx房地產(chǎn)開發(fā)有限公司品牌營(yíng)銷問題的對(duì)策 24
4.1大力加強(qiáng)品牌的差異化建設(shè) 24
4.1.1進(jìn)行差異化戰(zhàn)略的準(zhǔn)確定位 24
4.1.2加強(qiáng)品牌差異化的風(fēng)險(xiǎn)分析 25
4.2切實(shí)推行品牌人性化 26
4.2.1地產(chǎn)人性化 26
4.2.2營(yíng)銷人性化 27
4.3繼續(xù)強(qiáng)化品牌整合營(yíng)銷 28
4.4搶占品牌營(yíng)銷高起點(diǎn) 29
4.4.1利用房地產(chǎn)品牌TOP身份 29
4.4.2重視關(guān)鍵市場(chǎng) 30
4.5正確處理品牌信任問題 30
結(jié) 論 32
致 謝 33
參考文獻(xiàn) 34
附錄1 35
附錄2 37