【正文】 ，能給企業(yè)帶來巨大的市場，增加企業(yè)的經(jīng)濟效益，帶來諸多的“品牌效應”。雖然經(jīng)過近二十年來的快速發(fā)展，已經(jīng)形成了一批初具規(guī)模并且己經(jīng)開始注重自身品牌建設的企業(yè)，但是中國房地產(chǎn)市場無序競爭的局面并沒有根本改變。....................................……72房地產(chǎn)品牌理論基礎..:.....:..........:....，. ...... ........:.. .......... ...................::....... 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................................................................................ 41︸、J了O20/()7深萬科房地產(chǎn)品牌策略.........................................................................:..... 44 ................................................................................ 44 ................................................................................ 46 ................................................................................ 47 .................................................................................... 478結論.............................:.................................................................................... 49參考文獻..........................................................................................................……50獨創(chuàng)性聲明.................................................................:........:...........:..................... 51學位論文數(shù)據(jù)集.................................................................……。l學位論文的字或前言，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。 China39。關鍵詞:品牌定位。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)應通過準確的市場定位，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。 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及體制。 本人用市場營銷學中的品牌理論來指導房地產(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。品牌傳播。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。也可以評叢和對相關問題發(fā)表意見。......................……521 }I從當前的行業(yè)發(fā)展態(tài)勢來看，房地產(chǎn)行業(yè)內(nèi)仍然存在著諸多問題，這對房地產(chǎn)開發(fā)企亞的長遠發(fā)展既是機遇又是挑戰(zhàn)。實施品牌策略，成為這一時代企業(yè)經(jīng)營戰(zhàn)略的重要內(nèi)容。 在我國房地產(chǎn)的營銷已經(jīng)從產(chǎn)品營銷階段、概念營銷階段到品牌營銷階段，可以說中國房地產(chǎn)業(yè)正進入一個品牌制勝的時代。首先，房地產(chǎn)行業(yè)與相關產(chǎn)業(yè)的產(chǎn)業(yè)鏈長，產(chǎn)業(yè)關聯(lián)度高，是拉動經(jīng)濟增長的先導產(chǎn)業(yè)。我國目前住宅消費占消費支出的10%，而發(fā)達國家為20%一30%，加之刺激住宅消費的政策，可以預計21世紀初期將形成一全局性的住宅排浪式消費。隨著房改、住宅商品化，尤其是土地使用制度改革取得突破性進展，標志著中國房地產(chǎn)業(yè)逐步擺脫計劃經(jīng)濟的限制，短缺是此階段主要市場特征。房地產(chǎn)泡沫的膨脹，使我國房地產(chǎn)業(yè)呈現(xiàn)多樣化、區(qū)域化的發(fā)展格局。這一階段的特點是:經(jīng)濟泡沫破滅，大量開發(fā)區(qū)停辦，大量房地產(chǎn)開發(fā)公司關門，房地產(chǎn)出現(xiàn)了逐年增多的空置現(xiàn)象，多開發(fā)商將希望寄托在下一個經(jīng)濟高潮的到來、這一階段延續(xù)到1999年。萬科城市花園、SOHO現(xiàn)代城、華南碧桂園、星河灣、南國奧林匹克花園等耀眼的房地產(chǎn)品牌，從南到北刮起了一股品牌消費旋風。房地產(chǎn)行業(yè)在我國是一個較為特殊的行業(yè)，又是一個在品牌經(jīng)營方面處于初級階段的行業(yè)，我國在對房地產(chǎn)品牌的觀念認識上、在塑造地產(chǎn)品牌的具體戰(zhàn)略戰(zhàn)術.上都很不成熟，而品牌經(jīng)營在其他許多行業(yè)歷史久遠，而且經(jīng)過上世紀八九十年代市場營銷理論界的深入研究，己經(jīng)形成了一整套的