论我国房地产业的品牌战略研究-企业管理专业论文.docxVIP

摘要摘 摘要 摘 要 我国房地产业经过近：一F的发展，沐风洲附，如今行业产：值已占到GDP 比重的4％．发展不可谓不快，但与国外房地产业产值一般占GDP比重的10％ 相比，差距办十分明显。房地产业如何尽快从成长走向成熟、成为国民经济的 支柱产‘业并提高其对国民经济增长的贡献率，是一项亟需解决的课题。在房地 产业由卖方市场转化为买方市场、消费者购买行为}]益成熟的情况下，实施品 片犁l饯略uj’以推动房地产企业L胤模、，匕档次，从容叫对入世的机遇利挑战，从 而实现可持续发展。品牌战略是指企业以品牌决策为基础，高度重视和加强质 量建没，充分运用宣传推广手段，并融合营销策划及企业文化培养在内的全局 性的长远规划。房地产企业在实施品牌战略的过程中，须结合自身特点，分析 自身品牌现状，选择相应的品牌战略，全面实施品牌战略，同时要避免走入误 区。文中通过论述品牌战略在二J：商业和房地产业的成功运用，用实践的范例显 示了品牌战略对于企业生存和发展的重要性和有效性。我国房地产企业创品牌 的意i}{总体还相当淡漠，这无疑足一’种滞后，对于房地产业的长远发展极为不 利。只有从思想上认让捶0实施品牌战略的必要性和紧迫性，并在实践中制定出 切实可行的措施并持之以恒地贯彻执行，房地产业彳‘能够健康稳定地发展，从 而为国民经济的发展作出贞献。 关键词：房地产业 可持续发展品牌品牌战略 Abst Abst ract A士ter nea—y t、VellIy yea措deVclopmcnl，oVcrcame coLlll廿ess dlttIcultles，thc cput Value of domest记real esIate has{【c∞unced for 4％of GDP aI presenc The achievcmellI is obVious to aI】．Bul m compa“son with ali(：n counterpan which aJly accounts士oI．1()％of GDP，con【1asI emerged up．The quesIion 0f how to develop domeslic real esface m()rc quicklv and how lo tum it inIo fhc pllIar ofthe naclonal economv and rdise its collt—bution mte to che 11ational ecollomy is beconling emcrgen{．Under lhe drcums【ances of[he change frorn selling market f()buying nlarkt of domestic real estate a】1d gradual matu“ty of the consumer，carrying out brand stralcgy promore thc scale and grade of rcal estate enterprises and make theⅢ calmJv con士、ronf [he chance and 巾a11enge of WTO． Thus confin (}evelopmcnf nⅥy c‘)mc [ruc Brand strnlcgy mcans the long—lerm and ()Vcrall blueprint o|、enIe。prises which IⅥsed bran“dccislon、hlgllJy Vajued and reln协rccd quaIlIy con‘Irucfi【)n，fulIy“pplicd【11c mcdⅢms of pr(1pⅡ斟nda and popuI蚶iz“fi()n、 moJeover combined nlarketin盥pkn and c¨ltiv“tion of enCe币rises Jture In lhe Of carrying Out bran(j slrategy real estate enterp musf take their peculiarilies into account，analyse their present situatjon of brand，choosc corr部ponding brand strategy，carry()ut bra】1d scracegy a11一sidedly，meanwhile aVoid going astray．By illustraling thc successful LItilization of brand slrategy in industry an