湖南标志房地产公司品牌定位研究

发布时间：2018-02-26 17:33

本文关键词： 标志房地产品牌定位市场细分传播　出处：《湖南大学》2009年硕士论文　论文类型：学位论文

【摘要】：伴随着中国经济快速发展的几十年,中国房地产市场不断成熟,竞争也日益激烈;众多房地产公司品牌运作的成功案例,不仅颠覆了房地产可以无品牌的谬论,创造了较高的市场占有率和较高的利润,还让房地产商认识到了房地产企业品牌建设的意义。品牌建设的首要任务就是品牌定位,品牌定位是品牌建设的基础,是品牌经营成功的前提。细观中国房地产企业品牌发展的现状,在企业品牌定位失败的案例中,主要表现在定位不充分、过分定位、品牌定位与营销组合不协调等方面。究其关键,在于缺少科学系统的理论指导,没有形成一套行之有效的定位策划流程。笔者结合标志房地产有限公司的品牌定位策划实际,对房地产企业品牌定位策划过程的重点内容进行了阐述。在总结前人的研究成果上提出了较科学的操作流程,并把整个企业品牌定位过程分成了找位、选位、占位、到位等四个步骤。整个论文首先对标志房地产进行内外部环境分析,接着对长沙市房地产市场进行有效细分,并结合环境分析结果,选择目标市场,然后,依据企业品牌定位操作流程对标志房地产进行品牌定位,第一步结合市场细分确定企业品牌对象,完成品牌找位;第二步就是选位,针对房地产市场的特点,从品牌属性、品牌利益、品牌价值三个方面选择品牌对象的有效需求作为企业品牌的满足对象;第三步占位,赋予品牌人格特征,确定品牌定位核心理念,使其在品牌对象心中占据独特的位置;最后就是到位,通过实施有效的营销组合使标志房地产企业品牌定位了的目标人格形象到达品牌对象心中,并在确保定位成功实施保障方面提出自己的见解。在此分析过程中,运用一定的分析工具,例如PEST宏观分析以及波特五力模型分析等,以求在房地产品牌定位实际应用方面有所突破,并望能对房地产行业提供一些启发和借鉴。
[Abstract]:With the rapid development of China's economy for several decades, the Chinese real estate market has matured and the competition has become increasingly fierce. The success stories of many real estate companies' brand operation have not only subverted the fallacy that real estate can be brand free. Created a higher market share and higher profits, but also let real estate companies realize the significance of brand building. Brand positioning is the primary task of brand building, brand positioning is the basis of brand construction. It is the premise of successful brand management. Looking at the present situation of the brand development of Chinese real estate enterprises, in the cases of the failure of the enterprise brand positioning, it is mainly manifested in the following aspects: inadequate positioning, excessive positioning, disharmony between brand positioning and marketing mix, etc. It lies in the lack of theoretical guidance of scientific system and the formation of a set of effective orientation planning process. The author expounds the key content of the brand positioning planning process of the real estate enterprise in combination with the brand positioning planning practice of the logo real estate co., Ltd., and puts forward a more scientific operation process on the basis of summarizing the previous research results, And the whole enterprise brand positioning process is divided into four steps: locating, choosing, occupying, and putting in place. The whole paper first analyzes the internal and external environment of the logo real estate, and then effectively subdivides the real estate market in Changsha. And combined with the results of environmental analysis, select the target market, and then, according to the enterprise brand positioning operation process to mark real estate brand positioning, the first step combined with market segmentation to determine the enterprise brand object, complete brand location; The second step is to select the position, according to the characteristics of the real estate market, select the effective demand of the brand object from three aspects of brand attribute, brand interest, brand value as the object of the enterprise brand; the third step occupies the place, endows the brand personality characteristic, Determine the core concept of brand positioning, so that it occupies a unique position in the brand object; finally, is to put in place, through the implementation of an effective marketing mix to mark the real estate enterprise brand positioning target personality image to the brand object heart, In the process of this analysis, some analytical tools, such as PEST macroscopic analysis and Porter's five-force model analysis, are used. In order to achieve a breakthrough in the real estate brand positioning practical application, and hope to provide some inspiration and reference to the real estate industry.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F293.3

【引证文献】