房地產(chǎn)品牌發(fā)展與戰(zhàn)略對(duì)策--中英文對(duì)照

英語(yǔ)論文編號(hào):YY203  字?jǐn)?shù):6157,頁(yè)數(shù):19

Contents

摘要....................................................................................2
Abstract ...............................................................................3
Ⅰ.Introduction ........................................................................4
1.1  The background and meaning of selection ...........................................4
1.1.1 The background of selection ......................................................4
1.1.2 Research meanings ................................................................4
1.2 Contents research and thesis structure..............................................5
Ⅱ Real estate brand strategy summary and the related theory foundation.................7
2.1  related concept and characteristics of Real estate brand ..........................7
2.1.1 Concept and the characteristics of the real estates...............................7
2.1.2 Concept and the content of the real estate brands ................................7
2.1.3 Characteristics of the real estate brands ........................................8
2.2 The necessity of implementing the real estate brand strategy .......................9
2.3 Related theory foundations ........................................................ 9
Ⅲ The  strategic research methods of real estate brand ................................12
3.1 The  research methods of thesis ....................................................12
3.2 The  investigation methods of thesis ...............................................12
Ⅳ  strategic  program of Real estate brand.............................................13
4.1  fixed positions and mold of Real estate brand......................................13
4.1.1  fixed positions summary of Real estate brand ....................................13
4.1.2 Process of the real estate brand fixed positions .................................14
4.1.3 mold analysis of Real estate brands ..............................................15
4.1.4  the mold strategy of Real estate brands .........................................15
4.2  the  dissemination and expansion  of Real estate brand ............................16
4.3 The management and maintenance of  real estate brand ...............................16
4.3.1 the  management of Real estate brands ............................................17
4.3.2 Maintenance of the real estate brand .............................................17
Ⅴ Conclusion...........................................................................18
References .............................................................................19

摘要
  品牌戰(zhàn)略是企業(yè)針對(duì)市場(chǎng)需求的基本態(tài)勢(shì)，著眼于企業(yè)與其戰(zhàn)略協(xié)同者共生共榮、互利共贏，并以企業(yè)理念為核心，以企業(yè)(產(chǎn)品)品牌為競(jìng)爭(zhēng)手段，對(duì)各種資源進(jìn)行運(yùn)籌、謀劃、整合和優(yōu)化配置，創(chuàng)建出強(qiáng)勢(shì)品牌，或鞏固和培育現(xiàn)有品牌，充分發(fā)揮品牌效應(yīng)，從而實(shí)現(xiàn)企業(yè)價(jià)值最大化的一種超越產(chǎn)品本身的經(jīng)營(yíng)戰(zhàn)略。品牌戰(zhàn)略的馬太效應(yīng)和輻射效應(yīng)對(duì)于房地產(chǎn)企業(yè)的發(fā)展和產(chǎn)業(yè)結(jié)構(gòu)的調(diào)整具有巨大的拉動(dòng)作用。 
今天房地產(chǎn)市場(chǎng)已進(jìn)入同質(zhì)化的時(shí)代，產(chǎn)品可以模仿，服務(wù)可以模仿，但唯有品牌擁有真正意義上的區(qū)分。品牌是企業(yè)的靈魂和核心，是實(shí)力的象征。品牌房地產(chǎn)企業(yè)不再單一以資本和土地來(lái)衡量其實(shí)力，資本實(shí)力、產(chǎn)業(yè)規(guī)模、商業(yè)模式、管理水平、人才團(tuán)隊(duì)、產(chǎn)品品質(zhì)、服務(wù)水準(zhǔn)和文化理念等方面都將是企業(yè)綜合實(shí)力的體現(xiàn)。房地產(chǎn)企業(yè)要做大做強(qiáng)，在現(xiàn)代化競(jìng)爭(zhēng)中立于不敗之地，品牌化已成為房地產(chǎn)企業(yè)發(fā)展和在市場(chǎng)競(jìng)爭(zhēng)中取得領(lǐng)先地位的致勝之道。
結(jié)合房地產(chǎn)品牌發(fā)展和品牌競(jìng)爭(zhēng)的大環(huán)境、大趨勢(shì)，本文緊緊圍繞房地產(chǎn)品牌戰(zhàn)略這一主題，以品牌生命周期理論為基礎(chǔ)，分析了在品牌的不同生命周期階段，房地產(chǎn)企業(yè)應(yīng)該采取的戰(zhàn)略。論文通過(guò)緒論、房地產(chǎn)品牌戰(zhàn)略概述、房地產(chǎn)品牌戰(zhàn)略研究方法、房地產(chǎn)品牌戰(zhàn)略規(guī)劃等若干有機(jī)組成部分，結(jié)合萬(wàn)科房地產(chǎn)品牌戰(zhàn)略案例，分析了房地產(chǎn)品牌戰(zhàn)略的發(fā)展現(xiàn)狀和趨勢(shì)，系統(tǒng)闡述了房地產(chǎn)品牌、品牌戰(zhàn)略的相關(guān)概念和特點(diǎn)，重點(diǎn)分析了房地產(chǎn)企業(yè)實(shí)施品牌戰(zhàn)略的若干關(guān)鍵要點(diǎn)，同時(shí)對(duì)其進(jìn)行了總結(jié)。
論文本著拋磚引玉的思想，對(duì)房地產(chǎn)品牌戰(zhàn)略進(jìn)行了一次大膽的探討。其研究成果將對(duì)房地產(chǎn)企業(yè)建設(shè)、指導(dǎo)、經(jīng)營(yíng)其品牌具有積極的參考意義。也可供政府有關(guān)部門作決策時(shí)參考。

關(guān)鍵詞：品牌戰(zhàn)略，品牌定位與塑造，品牌傳播與擴(kuò)張，品牌管理與維護(hù)，品牌延伸
Abstract
 The strategy of a brand name is defined as that a firm and its strategic partner seek for co-existence and co-prosperity, mutual benefits and double win which corresponding to the situations of market's demands and meets . The running of a brand name is built on the competitive brand names of the firm with the marketing notion as the cornerstone. A successful firm runs its brand name and establishes its image through planning, integrating and optimizing of its resources. Only through this way  a firm can create competitive brand names and foster new brand names so that it can maximum the industrial value. The March effect and the radiation effect of the brand name's strategy have enormous pulling effect on the development of the real estates and the adjustment of industry.
 Currently, the real estate market has entered into the time of Homogenization ..
The product and services can be imitated, but only the brand owns real meaning diversification. Brand is considered as the soul and core of a company and the symbol of performance. Brand name real estate corporation can  no longer be eva luated its power only by its capital and land . The capital power, industry scale, commercial pattern, management level, elite team, product quality, service criteria and culture concept are all the reflection of a comprehensive company. Brand-operation becomes the successful way of those real estate enterprises who want
to occupy the pioneering position and make better achievement in the market competition.
 Integrated with the big environment and situation of real estate 's brand development and competition. this essay closely regarding real estate brand strategy as subject . Take the brand life cycle theory as the foundation ,Has analyzer  the brand's  different life cycle stage, the strategy which the real estate enterprise should adopt .Through the introduction, the brief introduction of brand strategy, the research method on brand strategy of real estate, the operation of brand strategy, and the examples of Can't Group’s brand strategy, this essay makes clarification of brand, the concept and character of brand strategy systematically. The main focus of this essay is to analyse the key points that may occur when the real estate enterprise are conducting its brand strategy. Meanwhile, this essay  concludes the brand strategy of real estate deeply. Finally, the author of this essay offers a few commonplace remarks by way of the introduction to the strategy  of the brand names of domestic real estates so that others may come up with valuable opinions.

Key Words: Brand Strategy, Brand Location and figure, Brand dissemination  and Expansion, Brand Management and Maintenance, Brand Extension