摘 要

近年來，中國房地產(chǎn)市場進入了高速發(fā)展的階段，房地產(chǎn)已經(jīng)成為國民經(jīng)濟發(fā)展的重要支柱。然而在房地產(chǎn)市場中，項目有名而開發(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)對房地產(chǎn)品牌的營銷缺乏理解和重視，本文通過分析房地產(chǎn)品牌的概念、內(nèi)涵及房地產(chǎn)品牌營銷現(xiàn)狀等問題，提出了房地產(chǎn)品牌營銷的對策。
隨著國際經(jīng)濟一體化時代的到來，品牌價值的多少成為衡量一個企業(yè)綜合實力的重要標(biāo)準(zhǔn)，實施品牌策略，成為這一時代企業(yè)經(jīng)營戰(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)競爭中發(fā)揮巨大的作用，房地產(chǎn)營銷也將轉(zhuǎn)入品牌營銷的時代
本文通過分析xx地產(chǎn)品牌營銷策略的成功和不足及xx地產(chǎn)品牌經(jīng)營環(huán)境、經(jīng)營狀況、及經(jīng)營競爭的優(yōu)勢與風(fēng)險，同時針對存在的問題，對xx地產(chǎn)如何加強品牌營銷提出了具體對策，最后根據(jù)分析，針對我國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國內(nèi)外研究現(xiàn)狀 2
1.2.1 國外研究現(xiàn)狀 2
1.2.2 國內(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品牌營銷理論 6
2.2.1品牌營銷的四個策略 7
2.2.2品牌營銷的五個要素 7
2.3房地產(chǎn)市場品牌營銷 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)有限公司品牌營銷現(xiàn)狀 11
3.2.1市場細(xì)分 11
3.2.2品牌定位 12
3.2.3品牌設(shè)計 13
3.2.4品牌建設(shè)現(xiàn)狀 16
3.3xx地產(chǎn)品牌營銷中存在問題分析 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缺乏品牌危機意識 22
第四章 解決xx房地產(chǎn)開發(fā)有限公司品牌營銷問題的對策 24
4.1大力加強品牌的差異化建設(shè) 24
4.1.1進行差異化戰(zhàn)略的準(zhǔn)確定位 24
4.1.2加強品牌差異化的風(fēng)險分析 25
4.2切實推行品牌人性化 26
4.2.1地產(chǎn)人性化 26
4.2.2營銷人性化 27
4.3繼續(xù)強化品牌整合營銷 28
4.4搶占品牌營銷高起點 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 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 34
附錄1 35
附錄2 37