南通葵花物业管理公司品牌战略研究.doc

图书分类号： 密 级： 毕业设计(论文) 南通葵花物业管理公司品牌战略研究 RESEARCH ON BRAND STRATEGY OF NANTONG KUIHUA PROPERTY MANAGEMENT CO. ,LTD. 学生姓名 班 级 学 号 学院名称 专业名称 指导教师 摘要 在我国，物业管理作为一产业，呈现出良好的发展势头，了社会经济。但是，竞争也在加剧，。品牌战略成为提高物业管理企业核心竞争力，赢得消费者，的有效途径，也将是每个企业需要深入研究的重要课题。本文以南通葵花物业为研究对象，进行SWOT综合品牌战略的先进理论新时期In our country, property management as a rising industry, showing a good momentum of development, promote the development of social economy. However, the rapid development of industry and competition has intensified, property management companies not only have a tremendous development opportunity, also facing a hitherto unknown challenge. The implementation of brand strategy has become the core competitive power for property management enterprises, has won the trust of consumers, achieved good benefit effective way, also be each property management enterprises need in-depth study of the important issues. This paper takes Nantong Kuihua property as the object of study. According to the Kuihua property fuzzy brand positioning, identification of degree low, does not have high visibility and reputation of the brand construction present situation, enumerated the business advantages, disadvantages, opportunities and threats, and its SWOT analysis. Finally, the combination of domestic and foreign property on the brand strategy of advanced theory, decided new period Kuihua property brand strategy. Kuihua property brand strategy includes two parts, one is the Kuihua property brand strategic objectives: brand positioning, convenient in determining recognition, brand communication is completed on the basis of brand awareness, promotion, increase consumers, eventually build strong property brand, brand expansion. Two Kuihua property brand strategy promotion plan, including brand positioning, brand recognition, brand communication, brand reputation and brand loyalty of the five main parts. I hope this paper can in brand building for Kuihua property to provide some help. Keywords P