【正文】 munication, brand reputation and brand loyalty of the five main parts. I hope this paper can in brand building for Kuihua property to provide some help. Keywords Property management Brand strategy SWOT analysis 徐州工程學院畢業(yè)設(shè)計（論文） I 目 錄 1 緒論 .............................................................................................................................................. 1 研究背景及意義 .................................................................................................................. 1 研究背景 ....................................................................................................................... 1 研究意義 ....................................................................................................................... 1 研究內(nèi)容 .............................................................................................................................. 1 研究方法與路線 .................................................................................................................. 2 研究方法 ....................................................................................................................... 2 研究路線 ....................................................................................................................... 2 2 文獻綜述 ..................................................................................................................................... 3 品牌戰(zhàn)略理論 ...................................................................................................................... 3 品牌內(nèi)涵 ....................................................................................................................... 3 品牌戰(zhàn)略結(jié)構(gòu) ............................................................................................................... 3 物業(yè)管理理論 ...................................................................................................................... 4 物業(yè)管理涵義 ............................................................................................................... 4 物業(yè)管理在我國的發(fā)展歷程 ....................................................................................... 4 國內(nèi)外研究現(xiàn)狀 .................................................................................................................. 4 國外研究現(xiàn)狀 ............................................................................................................... 4 國內(nèi)研究現(xiàn)狀 ............................................................................................................... 5 3 葵花物業(yè)經(jīng)營現(xiàn) 狀 ..................................................................................................................... 6 葵花物業(yè)簡介 ...................................................................................................................... 6 葵花物業(yè)品牌建設(shè)現(xiàn)狀分析 .............................................................................................. 6 品牌定位比較模糊 ....................................................................................................... 7 品牌識別度較低 ........................................................................................................... 7 品牌知名度不高 ........................................................................................................... 8 品牌美譽度一般，忠誠度很低 ................................................................................... 8 4 葵花物業(yè) SWOT 分析 ................................................................................................................. 11 優(yōu)勢分析 ............................................................................................................................ 11 劣勢分析 ............................................................................................................................ 11 機會分析 ............................................................................................................................ 12 威脅分析 ............................................................................................................................ 15 戰(zhàn)略選擇 ............................................................................................................................ 15 5 南通葵花物業(yè)品牌戰(zhàn)略 ............................................................................................................ 17 葵花物業(yè)品牌戰(zhàn)略目標 .................................................................................................... 17 徐州工程學院畢業(yè)設(shè)計（論文） II 葵花物業(yè)品牌戰(zhàn)略推進 .................................................................................................... 18 品牌定位 ..................................................................................................................... 18 品牌識別 ..................................................................................................................... 19 品牌傳播 ..................................................................................................................... 20 品牌美譽 ..................................................................................................................... 22 品牌忠誠 ..................................................................................................................... 23 結(jié)論 ............................................................................................................................................... 26 致謝 ............................................................................................................................................... 27 參考文獻 ....................................................................................................................................... 28 附錄 ............................................................................................................................................... 29 徐州工程學院畢業(yè)設(shè)計（論文） 1 1 緒論 研究背景及意義 迄今為止，物業(yè)管理