房地产品牌营销策略资料.docVIP

房地产品牌营销策略研究 摘要 我国房地产业经过二十多年特别是近几年的迅速发展，已成为启动内需的消费热点和国民经济新的增长点，房地产市场的竞争越来越激烈，已从质量竞争，价格竞争阶段过渡到了品牌竞争阶段.品牌竞争已成为企业占领市场，提高利润率的重要手段。本文首先从品牌的概念出发，论述了品牌营销的含义、特点以及在现阶段实施品牌营销的重要意义.然后通过研究我国房地产市场现状，行业现状，企业自身现状发现:从理论上详细论述了房地产企业实施品牌营销战略的重要意义，实施房地产品牌营销的所遵循的策略，以及如何保持品牌，提升品牌，并对实施品牌战略中容易出现的错误认识进行了阐述。最后用一个具体的案例一万科地产集团如何在激烈的房地产竞争中创建自己的品牌，并依靠品牌战略走上发展壮大。 关键词 品牌营销;房地产;竞争:战略 ABSTRACT Real estate industry after 20 years in our country, especially in near son years of rapid development, has become a new consumption hotspot and national economy to start domestic demand growth, the real estate market in the increasingly fierce competition, has from the quality competition, price competition phase transition in the stage of brand competition. Brand competition has become the enterprises occupy the market, an important means to improve profit margins. In this paper, first of all, starting from the concept of brand, this paper discusses the meaning and characteristics of brand marketing and the significance of the implementation of brand marketing. At this stage and then by studying the present situation of the real estate market in China, industry present situation, the enterprise itself situation found that theoretically discussed in detail the importance of real estate enterprises to carry out the strategy of brand marketing, followed by the implementation of the real estate brand marketing strategy, and how to maintain the brand, enhance the brand, and prone to the mistakes in the implementation of brand strategy are expounded. With a specific case finally a vanke real estate group how to create their own brand in the competition in the real estate, and to rely on the brand strategy to grow. Key words brand marketing; Real estate; Strategy of competition 目录 摘要 Ⅰ ABSTRACT Ⅱ 第1章 绪论 1 1.1 选题的背景与意义 1 1.1.1 选题的背景 1 1.1.2 选题的意义 1 1.2 国内外研究现状 2 1.2.1 国外研究现状 2 1.2.2 国内研究 2 1.3 本文研究的思路与主要内容 3 1.3.1 本文研究的思路 3 1.3.2 本文研究主要内容 3 第2章 房地产品牌营销理论研究 4 2.1 品牌的含义和特征 4 2.1.1 品牌的含义 4 2.1.2 品牌的特征 5