物业管理企业品牌建设分析——以h物业管理公司为例-analysis on brand building of property management enterprise - taking h property management company as an example.docxVIP

重庆 重庆工商大学工商管理硕士(MBA)研究生学位论文 PAGE PAGE VI Abstract Making an ordinary product brand to the famous brand with competitiveness is the essence of the brand-building. Brand building include brand positioning, brand planning and designing, branding, expanding awareness of consumers and potential consumers, and increasing brand recognition and consumer loyalty. Property management companies to strengthen brand building helps its use of its brand influence to enrich the content of service, to gain the premium of products and services, to establish a good brand image, to expand their business scope, to seek new economic growth point, at the same time , to promote the property management company’s personnel training and to enhance the core competitiveness effectively. In this paper, take the H brand building as an example , from the perspective of brand positioning, brand planning, brand image, brand expansion, to research the deficiencies objectively. The methods include literature analysis, depth interviews, questionnaire method, comparative method, combining with management, branding and marketing knowledge and theory, This paper includes seven parts. The first part is an introduction which is background of this study, the significance of the study and the description of related literature. The second part is the brand building theory of property management enterprise, focusing on the system corporate brand building, constructing the model, and analyzing the theory about brand building of property management corporate. This article is meaningful in constructive method. The third part summarizes the content and framework of brand building of the property management corporate, and draws the framework of this study. The fourth part analyzes the current situation and problems of corporate brand building in Chinas property management objectively. The fifth part diagnosis of the current situation and problems of brand building on the H property management company, usi