房地产企业的品牌经营的研究——以奥林匹克花园的品牌经营为例.pdfVIP

A Research on the Brand Names of the Real Estates Enterprises 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 establish 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. This essay is aimed to analyze the present situation of the management of brand names of domestic real estate businesses based on massive first hand documents; then, through the personal investigation, the author of this essay points out the characteristics and problems of the management of domestic brand names and at the same time the opportunities and challenges based on “the golden triangle” of the orientation of a brand name, the shaping of a brand name and the diffusion of a brand name; finally this essay makes a case study of the Olympic Gardens ——a thorough analysis of the process of the brand name of “Olympic” and the light it throws on the managers. Meanwhile, this essay employs the theory of scale economy to point out the necessity and feasibility of the m