房地产企业的品牌经营的分析__--__以奥林匹克花园的品牌经营为例.pdf

房地产企业的品牌经营研究 摘 要 品牌经营是企业针对市场需求的基本态势，着眼于企业与其战略 协同者共生共荣、互利共赢，并以企业理念为核心，以企业(产品) 品 牌为竞争手段，对各种资源进行运筹、谋划、整合和优化配置，创建 出强势品牌，或巩固和培育现有品牌，充分发挥品牌效应，从而实现 企业价值最大化的一种超越产品的经营方式。品牌经营的马太效应和 辐射效应对于房地产企业的发展和产业结构的调整具有巨大的拉动 作用。 本文通过大量的文献收集，分析了国内房地产企业品牌经营的发 展现状；指出了我国房地产企业品牌经营中存在的主要问题；基于品 牌经营的“金三角”架构，围绕“品牌定位、品牌塑造和品牌扩散” 三个方面，对品牌经营的发展战略和策略进行了研究；以奥林匹克花 园的品牌经营实践为例，对全文的核心思想进行了佐证。 在本文的研究过程中，贯穿了理论与实践相结合的思想；运用 SWOT 和STP 战略进行了房地产企业品牌定位分析；借鉴CIS 理论 提出了房地产企业实行统一的企业识别系统设想。 本文本着抛砖引玉的思想，对房地产企业品牌经营进行了一次大 胆的探讨。其研究成果对房地产企业建设、指导、经营房地产品牌具 有积极的参考意义。也可供政府有关部门作决策时参考。 关键词 品牌经营/品牌定位/品牌塑造/品牌扩散/ I 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