房地产企业品牌资产管理研究建筑与土木工程专业论文.docxVIP

摘 摘 要 品麓资产是一个企业最有价值的资产之一。进入到2l世纪，中国房地产市 场己经逐步走向成熟与理智。在日趋精明与理性的消费者面前，很多具有远见 的房地产商己充分意识到品牌资产关系到房地产企业的长期经营与发震，是企 业做大做强的保证，是决定企业形象和生存的关键，是企业最重要的无形资产。 国内房地产行业经过初期的质量竞争，价格竞争，目前己进入品牌竞争阶段， 迫切需要对房地产品牌资产进行深入研究。 本文首先在国外学者研究的基础上，将品牌理论研究运用于品牌资产层面， 对房地产企业品牌资产及品牌资产管理的内涵进行了赛定。通过对我国房地产 行业品牌资产现状分析，指出造成我国房地产行业品牌不突出现象的主要原因。 接着结合巾国房地产企业筋发展状况，研究了虏地产品牌资产分析体系，构成 了基于消费者维度的房地产品牌价值因素体系，该因素体系包括品牌知名度、 品牌认知度、品牌忠诚度和品牌联想四个方面16类因素。然后通过对房地产企 业特点和品牌资产管理现状研究，从品牌资产定位、品牌资产传播、品牌资产 扩张、品牌资产延伸四个方面构建房地产企业的品牌资产管理体系。对房地产 企业品牌资产定位应考虑的因素、解决房地产企业晶牌资产扩张中的局限性等 问题提出了自己的见解。最后实证分析了万科地产品牌资产管理，揭示了万科 地产品牌资产管理的成功所在，为我国房地产企业品牌资产管理提供借鉴。 关键词：房地产；品牌；品牌资产管理；品牌价值因素体系 ABSTRACTBrand ABSTRACT Brand equity iS one of the most valuable assets in a enterprises．In the 2 1 st century．the real estate market has been gradually mature and rational in China．In the face of increasingly smart and rational consumers．many far．sighted real estate have been fully aware of that the real estate brand equity iS related to the 10ng．term business，the guarantee of enterprises tO be more bigger and stronger．the determination of the COrporate imagination as well as is key to survival of the enterprises．SO it iS the most important intangible assets．After the domestic real estate industry experienced the competition of quality and price initially，brands have entered the competition stage．SO there iS an urgent need for in．depth study of brand equity in real estate． Firstly，based on the theoretical research with the foreign scholars．the Brand theoretical research will be applied to brand equity study in this article．the meaning of the real estate business brand equity and brand equity management are defined． Through the study of the status in brand equity of China’S real estate industry．the main reasons that caused the real estate industry brands not outstanding are pointed out．Secondly．combined with the development of real estate enterprises in China,the analysis systems in the real estate brand equity are studied．the real estate analysis system that based