【正文】 中文摘要摘要:本文基于國內(nèi)房地產(chǎn)企業(yè)品牌發(fā)展現(xiàn)狀和趨勢，對比國內(nèi)外對品牌研究的現(xiàn)狀，針對當(dāng)前房地產(chǎn)發(fā)展?fàn)顩r和存在的問題，提出了論文的研究背景，并從中引申出論文的選題。 加入WTO后，我國房地產(chǎn)市場己從價格競爭、質(zhì)量競爭逐步走向品牌競爭。相比國外而言，國內(nèi)房地產(chǎn)開發(fā)企業(yè)的品牌發(fā)展滯后，還未建立起有效的品牌管理架構(gòu)及體制。大多數(shù)房地產(chǎn)商只注重具體項目的宣傳，難以維持長期的品牌效應(yīng)和領(lǐng)先地為此，國內(nèi)的房地產(chǎn)開發(fā)企業(yè)迫切需要對房地產(chǎn)品牌營銷進行深入的研究。本文從品牌的基本理論和方法入手，結(jié)合國內(nèi)房地產(chǎn)行業(yè)具有代表性的典型案例，運用實證的方法進行論證，希望能夠為房地產(chǎn)開發(fā)企業(yè)系統(tǒng)地塑造房地產(chǎn)品牌及實施品牌戰(zhàn)略提供一些思路、方法和建議。本文利用品牌系列理論，從策略與營銷的角度提出我國房地產(chǎn)企業(yè)應(yīng)通過準(zhǔn)確的市場定位，發(fā)揮自身的資源優(yōu)勢，打造房地產(chǎn)品牌，實施品牌戰(zhàn)略，以在未來激烈的市場競爭中獲勝。 本人用市場營銷學(xué)中的品牌理論來指導(dǎo)房地產(chǎn)品牌的經(jīng)營策略，具體從強化品牌意識、差異化塑造品牌個性、創(chuàng)新提升企業(yè)核心、人才戰(zhàn)略、專業(yè)化五個方面進行了論證。同時提出了房地產(chǎn)品牌的創(chuàng)建和維護，從品牌形象的塑造、品牌定位、品牌傳播、品牌延伸與維護等方面進行了論述。以期能給現(xiàn)在的房地產(chǎn)發(fā)展提供參考。關(guān)鍵詞:品牌定位。品牌傳播。品牌維護分類號:[請輸入分類號((12 )，以分號分隔。ABSTRACTABSTRACT: Based on the national real estate brand development status and trendparative study of the status of the brand at home and abroad, real estatdevelopment for the current situation and existing problems, the research papepresented the background from which raises Dissertations. Join the WTO。 China39。s real estate market has been from price petitionquality petition gradually brand petition. Compared to foreign countries, thdomestic real estate enterprise development lags behind_the brand,_the brand has not yeset up an effective management structure and system. Most real estate panies focuonly on specific projects, publicity, difficult to maintain longterm brand and leading tcthis end, the domestic real estate development enterprises urgent need for real estatemarketing indepth study. In this paper the basic theories and methods of the brancstartimgiwvvith domestic real estate industry representative of the typical cases, usingempirical methods to conduct feasibility studies for the real estate developmenpany hopes to shape the real estate system De implementation of brand strategybrand and provide some ideas, methods and remendations. In this paper, brancseries theory, strategy and marketing from the angle of the real estate business, througlaccurate market positioning to play their owns resources to create real estate brandbrand strategy, to fierce market petition, in the future to win. I used the brand in marketing theory to guide the real estate brand managemenstrategy, specific from strengthening brand awareness, create brand personalitydifferentiation, innovation to improve their core, human resource strategy, the fivcaspects of the specialization argument. Also proposed the creation and maintenance o:real estate brand, from brand names, brand positioning, brand munication, brancextension and maintenance etc were discussed. To give the current real estatcdevelopment references.KEYWORDS: Brand positioning: Brand Communications: brand maintenanceCLASSNO:【請輸入分類號，以分號分隔。] 序 【鼠標(biāo)左鍵單擊選擇該段落，輸入替換之。內(nèi)容為小四號宋體。l學(xué)位論文的字或前言，一般是作者或他人對本篇論文基本特征的簡介，如說明研究工作緣起、腎景、主旨、目的、意義、編寫體例，以及資助、支持、協(xié)作經(jīng)過等。也可以評叢和對相關(guān)問題發(fā)表意見。這些內(nèi)容也可以在正文引言中說明。 目錄中文摘要.....:...........................................................................................................111ABSTRACT......................................:...................................................................... iv序........................................................................................................................……v1引言...........................................................................:..................................... l ........................................................................................……1 ......................……二.“.....:...........…，. ......................... 2 .............................................................. 4 .........................................……。....................................……72房地產(chǎn)品牌理論基礎(chǔ)..:.....:..........:....，. ...... ........:.. .......... ...................::....... 9 ......................:....................................................... 9 .................................................................................. 9 2:3房地產(chǎn)品牌的特點............................................................................10 ..............................................................……113房地產(chǎn)企業(yè)品牌營銷現(xiàn)狀和存在的問題~...........:.....................................14 ............................................................14 ........................................................164房地產(chǎn)品牌營銷發(fā)展趨勢.........................................................................:.19 ......................................................................……19 ..................................................................……205房地產(chǎn)品牌經(jīng)營策略...:.................................:..............:.............................. 23 5:1強化品牌意識..............................................................................:..... 23 ，塑造個性化品牌.........................:............................. 23 .........................................:...... 24 ............................................................ 24 ..............................................，. ........................... 25 ..........................................................................................……266房地產(chǎn)品牌創(chuàng)建和維護...........:.................................:................................. 27 ..:........................................................................................: 27 .............................:............................................:..:....:..:...... 29 ................................................................................ 33 ........................................................................ 36房地產(chǎn)品牌維護..........................................................:..................... 38主動的危機公關(guān)................................................................................ 41︸、J了O20/()7深萬科房地產(chǎn)品牌策略.........................................................................:..... 44 ........................................