天晟房地產公司品牌建設策略研究

工商管理論文編號:GS176  論文字數:20606,頁數:31 附任務書,開題報告,文獻綜述

目    錄
1  緒論 1
1.1研究背景及意義 1
1.2 研究內容及方法 2
2  品牌及其相關理論 4
2.1品牌的概念 4
2.2品牌的作用 4
2.3品牌建設的相關理論 6
3  中小房地產企業品牌建設分析 10
3.1中小房地產企業品牌建設的必要性 10
3.2中小房地產企業品牌建設制約因素分析 12
4  天晟房地產品牌建設SWOT分析 14
4.1公司概況 14
4.2品牌建設SWOT分析 14
5  天晟房地產品牌建設策略 19
5.1天晟房地產品牌建設戰略定位 19
5.2天晟房地產品牌監控和維護 20
5.3天晟房地產品牌傳播建設 21
結束語 25
參考文獻 26
致謝 27

摘    要
 目前，隨著房地產市場的逐步規范化和消費者的需求的提高，我國房地產行業已經步入快速發展階段。房地產市場的競爭不再單單以產品和價格為主，品牌已經成為房地產企業競爭的一個新的利器，房地產已經進入了品牌競爭階段。品牌建設是企業占領市場、提高市場占有份額的重要手段，是企業做大做強的重要保證。基于目前我國房地產需求和供應情況可以預見，品牌建設必將成為房地產企業建立長期競爭優勢的重要手段。
 本文闡述了品牌學及市場營銷相關理論，用SWOT分析方法對天晟房地產企業進行了分析，最后從品牌建設的戰略定位、品牌監控與維護、品牌傳播等多方面提出適合天晟房地產公司發展的策略。

 關鍵詞：品牌建設；天晟房地產；策略

Research on Brand Building Strategies of Tiansheng Real Estate Companies
Abstract
 Now, with the gradual standardization of the real estate market and increase consumer demand, China's real estate industry has entered a stage of rapid development. The competitive real estate market is no longer just a product and price-based, brand has become a real estate business to a new competitive weapon, real estate has entered the stage of brand competition. Brand building is the corporate occupation of towel market, increase market share for towels important means is the important guarantee for enterprises bigger and stronger. Based on the current situation of China's real estate demand and supply can be predicted that brand building will become a real estate business to establish an important means of long-term competitive advantage. In this paper, branding and marketing theories, combined with the actual day itself Sheng real estate research firm. SWOT analysis on the day with a real estate enterprise Cheng analyzed the strategic positioning of brand building, brand monitoring and maintenance, and brand advertising for many days, Sheng proposed development strategy real estate company
Keywords: Brand building; Real Estate of Tiansheng; Strategy