文档介绍：中文摘要
摘 要
近年来,为了稳定房地产价格,保持房地产市场的健康发展,政府不断出台宏观调控政策,由于土地和金融政策进一步趋严,以及行业竞争等因素影响进一步加快了房地产市场的优胜劣汰。在这样的整体环境下,品牌战略无疑是企业最有力的竞争战略,良好的品牌能获得社会和消费者肯定,因而构筑品牌战略、提升品牌价值必然是房地产企业长久发展的必由之路。
房地产市场经历了价格竞争、产品质量竞争、服务竞争等阶段后,下一阶段必然是品牌竞争。随着房地产市场集中度的快速提高,品牌发展商的市场占有率日渐提升,越来越多的发展商意识到品牌的重要性。
今天房地产市场已迸入同质化的时代,产品可以模仿,服务可以模仿,但唯
有品牌拥有真正意义上的区分。品牌是企业的灵魂和核心,是实力的象征。品牌房地产企业不再单一以资本和土地来衡量其实力,资本实力、产业规模、商业模式、管理水平、人才团队、产品品质、服务水准和文化理念等方面都将是企业综合实力的体现。房地产企业要做大做强,在现代化竞争中立于不败之地,品牌化已成为房地产企业发展和在市场竞争中取得领先地位的致胜之道。
结合房地产品牌发展和品牌竞争的大环境、大趋势,本文紧紧围绕房地产品牌战略系统这一主题,通过绪论、房地产企业品牌战略概述、房地产企业品牌战略构建、品牌价值评价,品牌战略的实施、品牌传播与品牌延伸以及万科地产的品牌战略案例等若干有机组成部分,分析了房地产企业品牌战略的发展现状和发展趋势,系统地阐述了房地产企业品牌、品牌战略的概念和特点,详细介绍了房地产业的品牌价值评价方法并通过借鉴和改进英国Interbrand公司的收益乘数法品牌评估模型提出了改进的品牌评估模型,并结合房地产企业的特点,提出了一整
套品牌评价的指标体系,并且将这个模型用于某地产品牌价值的估算。重点分析
了房地产企业实施品牌战略的关键点,同时进一步论述了品牌传播和品牌延伸的
概念和需要注意的方面。关键词:房地产品牌,品牌战略,品牌价值评价,品牌传播,品牌延伸
英文摘要
ABSTRACT
In recent years,in order to ensure the smooth progress of real estate market,the state has published many macro-control policies to sustain the price of real estate market has undergone fast changes,most panies survives while small
companies has been wiped out due to the in-depth land and financial polices and interior
competition, this atmosphere,brand strategy is the absolute petitive way pany,good brand call build social reputation and customer ,to design and establish brand strategy with the promotion
ofbrand valuation is the essential way for real estate enterprise’long-term development. Suffered with petition,product’S petition and the petition,the real estate market undoubtedly would face witll next phase’S brand
the speeding increase ofmarket concentration level,the occupancy rate of those developers with good brand has expanded ,more and more developers have awakened by the significance ofbrand.
Currently,the real estate market has confronted with similar petition. The product and services Can be imitated,but only the brand can diversify in