房地产企业的品牌建设探析-工商管理专业论文.docxVIP

摘 要 摘 要 房地产企业的品牌建设是随着市场经济的发展以及良性的市场竞争体系的形成而 对房地产企业的必然要求。由于我国房地产业起步较晚，企业在品牌建设方面可借鉴的 经验少，大多数房地产企业没有一套完整的品牌建设方法，且现有的房地产品牌的市场 影响力仍然薄弱。 本文针对我国房地产企业品牌建设的现状及存在的问题，提出一个较为完整的品牌 建设思路。文章将房地产企业品牌建设的过程概括为品牌塑造、品牌传播和维护。首先 通过对多个房地产企业在品牌建设方面取得的成功经验进行分析，并总结前人己有的理 论成果，将房地产企业的品牌塑造概括为:外在形象和内在价值两方面的工作。接着提 出对己树立的品牌进行传播与维护的方式。其中阐述了房地产企业对各种传播途径的具 体运用。在品牌的维护方面论述了企业诚信、创新及领导者个人品牌对企业品牌的影响， 从而扩大了企业品牌建设的外延。 本文的观点对于房地产企业正确认识品牌建设的重要性，准确把握品牌建设的内涵 与外延，做到内外兼修，具有一定的理论和实际意义:本文列举的多个成功实例对房地 产企业进行品牌建设的实践具有一定的参考价值。 关键词 房地产企业:品牌:塑造:传播:维护 Abstract Abstract Real estate enterprise brand building is along with the development of market economy and benign competition in the market of the formation and the inevitable requirement of real estate enterprises. Because Chinas real estate industry started late in the brand construction， enterprise can draw experience less， most real estate enterprise doesnt have a complete brand construction method， and the current real estate brand marketing clout is still weak. Aiming at Chinas real estate enterprise brand construction the present conditions and existing problems， and proposes a more complete brand construction ideas. This article will real estate enterprise brand reconstruction process of generalization for branding， brand management and maintenance. Based on multiple real estate enterprises in the brand construction the successful experience in analysis， and summarize preciously existing achievements in theory， will estate enterprise brand shaping can be summarized as follows: the external image and the intrinsic value of two aspects. Then puts forward has built up the brand communication and maintained. Which expounds on various real estate enterprises dissemination of specific application. In the brand maintenance discusses enterprise trustworthiness， innovation and leader personal brand for corporate brand influence， in order to expand the enterprise brand constructions extension. The point of this article for real estate enterprises correct unde