【作者】 尹军；

【导师】 王保利；

【作者基本信息】 西安理工大学 ， 工商管理， 2005， 硕士

【摘要】 现代社会,品牌作为企业巨大的无形资产,其重要性已超过土地、货币、技术和人力资本等战略要素。从一定意义上来说,现代企业间的竞争已经成为品牌间的竞争。因此,企业能否培育出自有品牌,并将其塑造成强势品牌,已成为一个企业在市场上是否具有可持续核心竞争优势的重要标志。实施品牌营销战略是时代对一个成熟的现代企业的的紧迫要求。 城镇化建设步伐的加快以及住房商品化制度的推进均使得我国房地产市场存在巨大的发展空间。但是在产品品质目趋成熟、同质化日益严重和消费者不断理性的多重夹击下,品牌竞争力不足从根本上制约了很多房地产企业的进一步发展。 作为行业的新进入者,亿诚房地产有限责任公司(以下简称亿诚公司)也面临同样的问题:巨额宣传费用的投入并没有为公司的销售和市场占有带来同比例增长。一方面市场竞争日趋激烈,另一方面企业发展停滞不前,内忧外患的现实状况迫使亿诚公司的决策者越来越意识到:只有以市场为导向,实施品牌营销才是解决问题的最终之道。 本文在研究上采用理论分析与实证分析相结合的方法,以定性分析为主,期间穿插部分定量分析。笔者从分析内外环境和品牌营销现状入手,运用现代品牌营销理特别是一些前沿理论和观点、为亿诚公司制定了切实可行的品牌营销策略。其中,在品牌识别定位与形象设计、品牌的推广和品牌价值提升等方面做了重点阐述。另外,根据公司现状,本文也提出了品牌营销实施建议,包括跨职能部门建立,企业文化建设、业务流程重组等,同时运用统计和财务方面的知识为公司制定了品牌营销实施效果评估方案,以期亿诚公司通过品牌营销的实施最终达到提升核心竞争力,抗击市场风险,实现可持续发展的目标。 目前,品牌营销在我国房地产行业已经有了初步的发展,本论文提出更多还原

【Abstract】 Nowadays, as the enormous intangible assets of business enterprise, the importance of the brand has already exceeded the other strategic factors, such as land, currency, technique and the manpower capital etc. Say from certain meaning, the competition among modern enterprises has already become the competition among brands. Therefore, whether own brand and make it become the super brand having become an important sign of business enterprise that has had the advantage of the core competition on the market. It has become the urgent request from ages to a mature modern business enterprise that carries out the brand marketing strategy.With the further development of town construction and the promotion of the housing commercialization system, China exists a huge development space for the real estate. But under the circumstances that the quality of the products is becoming riper, homogeneity is serious and consumers are rational constantly, many real estate enterprises have restricted by the shortage of the brand competitiveness.As the new entrant of the trade, YiCheng real estate company (hereafter referred to as YC company) faces the same problem too: The huge input for propagates has not occupied the same proportion increasing for the sale and market. On one hand the market competition is becoming fiercer, on the other hand the enterprise’s development stagnates. The realistic state forces the policymakers of YC company to realize more and more: Only implement the marketing of brands which market-oriented is the solution of the problem to YC.This text adopts the method that the theories analysis combine with the substantial evidence .The qualitative analysis is primary on the research, adds parts of quantitative analysises at the same time. Commence from the environment and brand marketing present condition, author make use of the modern brand marketing theories especially some advanced standpoints to drew up applied and feasible brand marketing strategy for YC company. Among them, some points are studied forth more, such as the brand identify and position, the brand image mold, the brand spread strategy and the brand value promoted etc.Moreover, according to the company present condition, this text put forward the brand marketing implement suggestion, including the corporate culture construction, the business process reorganization, acrossing sections establishment etc, at the same time the author making use of the mathematics covariance knowledge to design implement result valuation project for the company. Through these, it hoping that YC Company could achieve the targets that promote the core competencies to resists the market risk and realizes the sustainable development at last.Currently, the brand marketing of China real estate has already owed the first development step. For the YC company, the brand marketing strategy which put forward from this thesis have the certain reference worth for expanding the market and exaltating the competition ability. However, the research result of this thesis also has certain reference to those enterprises that carries out the brand marketing.更多还原