通辽地区希望集团品战略分析.docVIP

目 录 摘 要 1 Abstract 2 一、前言 3 二、房地产品牌概念 4 （一）品牌和品牌价值 5 1.品牌的概念 5 2.品牌价值 6 （二）房地产品牌的概念及特征 7 1.房地产品牌的概念 7 2.房地产品牌的特征 8 三、希望集团品牌建设现状与存在的问题 9 （一）希望集团基本概况 9 （二）希望集团品牌战略理念 9 （三）希望集团品牌管理目标及体系 10 1.品牌管理目标 10 2.品牌管理体系 10 （四）希望集团品牌建设存在的问题 10 1.品牌知名度不高，市场份额较低 10 2.希望集团品牌管理投入度不够 10 3.希望集团品牌系统性不强 11 4.希望集团品牌管理形象不鲜明 11 四、希望集团品牌战略实施建议 11 （一）希望集团品牌管理创新借鉴 11 （二）希望集团品牌发展方向 12 （三）希望集团品牌战略实施建议 12 1.保证质量是品牌的本质 13 2.坚持创新是品牌的核心 13 3.参与公益活动体现品牌形象 13 4.提升品牌忠诚度 13 5.深度沟通 14 6.强化企业品牌 14 五、总结 14 参考文献 15 致 谢 16 摘 要 中国的房地产市场在经历了一个曲折的历史发展过程之后，正逐步走向成熟与理智。在中国己正式加入WTO、房地产市场由卖方市场转化为买方市场、消费者购买行为日益成熟的情况下，房地产企业正面临前所未有的挑战。房地产市场己经由单纯的质量竞争、价格竞争演变为品牌竞争，此时一些明智的房地产开发商己充分意识到实施品牌战略是企业占领市场、提高市场占有率的重要手段，是企业做大、做强的重要保证。相比较而言，国内房地产品牌的发展滞后，为此，国内的房地产开发企业迫切需要对房地产品牌进行深入的研究。本文从品牌战略的基本理论和方法入手，结合希望集团的典型案例，运用理论和实践相结合的方法进行论证，希望能够为房地产开发企业系统的塑造房地产品牌及其实施品牌战略提供一些思路、方法和建议。 关键词：希望集团；房地产；品牌战略 Abstract China’s real estate market has gradually become mature and rational during the historic developing period which is full of twists and turns. With China’s aeeession into WTO, the shift of its real estate market pattern from seller’s market to buyer’s market as well as the increase of consumers’ purchasing power, China’s real estate industry is confronted with deals of challenges. The market has shifted from quality-oriented and price-oriented to brand-oriented. It is indicated that the real estate industy has entered the era of branding. Some wise enterprises of real estate have realized the significance of building up and managing their brands, which is a great help for them to sueeessfully enter into the market and to improve their market share. Comparatively, China’s national real estate brands are inadequately developed. Therefore, profound researehes for the brand market of its real estate are urgently needed. This paper will be started with the basic theories and methods of strategic brand management，offer Hope Group’s typical case in this region, and give some modest propos