【毕业论文】 广州合富辉煌房地产有限公司品牌经营与策略研究.docVIP

高等教育自学考试 毕 业 论 文 广州合富辉煌房地产有限公司品牌经营与策略研究  中 文 摘 要 随着中国经济的快速发展，我国大多数行业已经进入了品牌竞争的时代。在房地产市场竞争日益激烈并且逐步规范的情况下，企业面对市场及政策的双重压力，要想获得成功并持续发展，必须走品牌经营策略道路。 本文主要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；从品牌经营、品牌策略、品牌竞争力等基本理论入手，通过房地产企业品牌经营现状，以广州市合富辉煌房地产发展有限公司作为研究对象，运用文献法、案例分析等方法，在评述品牌经营与品牌策略等相关文献的基础上，系统地分析了合富辉煌地产的品牌经营与策略，从而深入研究合富辉煌地产公司品牌经营与策略的现状以及在品牌经营发展中存在的问题，并针对房地产企业和广州合富辉煌地产的品牌发展现状，为其如何实施品牌经营与策略提出建议。希望论文研究对该企业的品牌经营上的策略实施具有促进作用，对同类企业的品牌经营与策略也具有一定的借鉴意义。 关键词 品牌 品牌竞争力 房地产 Abstract With the rapid development of Chinese economy, the majority of our industry has entered the era of brand competition. In an increasingly competitive real estate market and gradually standardized, enterprises face the market and policy of dual pressure, to succeed and develop continuously, must take the road of brand management strategy. This paper mainly analyzed the domestic real estate enterprises brand management development present situation; pointed out that Chinas real estate enterprise brand management problems; From the brand management, brand strategy, brand competitiveness, basic theories, through the real estate enterprise brand management status, with a radius of Guangzhou City real estate development limited company as the research object, By the methods of literature, case analysis and other methods, while commenting on the brand management and brand strategy, on the basis of relevant literature, a systematic analysis of the real estate brand management and strategy; In order to study real estate company brand management and strategy in brand management status and problems in the development of. And according to the real estate enterprises and the Guangzhou real estate brand development status, to how to carry out brand management and strategy suggestions. I hope the research to the enterprises brand management strategy implementation has stimulative effect, similar to the enterprises brand management and strategy also has a certain referentia