【作者】 张红军；

【导师】 仇向洋； 孙晓林；

【作者基本信息】 东南大学 ， 工商管理， 2005， 硕士

【摘要】 作为资本密集型和资源整合型的房地产企业,品牌战略是其核心战略之一,如何有效的构建品牌成为房地产企业获得竞争优势和核心竞争力的关键成功因素。本文从分析房地产行业的特点开始,提出房地产行业的价值链,回顾房地产行业的发展历程,展望房地产行业的发展趋势,揭示品牌对于房地产企业的意义。在了解房地产行业特点和发展趋势后,本文分析了房地产品牌区别于其它行业品牌的特点,并在总结国内房地产品牌模式的基础上,提出房地产企业的三种品牌模式:单一品牌模式、主副品牌模式和多品牌模式,阐释了在每一种品牌模式下规模、实力不同的房地产企业在不同发展阶段的战略选择和策略,并且描述了公司品牌和项目品牌的协同和在品牌构建之间的联系和区别。接着本文提出房地产品牌构建的模型:客户界定、品牌定位、品牌识别、品牌传播、品牌评估。1、客户界定,分析房地产消费者的需求和购买行为,对房地产市场进行市场细分,选择企业资源和能力能满足的、有利可图的主力客户群;2、品牌定位,有两个层面,一是价值定位,包括物理属性、情感利益和核心价值主张,二是形象定位,包括品牌个性、品牌文化、品牌联想、品牌体验,品牌定位决定了品牌提供什么样的产品或服务、情感利益以及核心价值诉求,从而创造优异的、差异化的、超出客户期望的价值和利益; 3、品牌识别,提出了从品牌名称和品牌标志方面建立完整的品牌识别系统的原则和方法;4、品牌传播,对项目品牌和公司品牌在区域内传播和跨区域传播的不同策略进行了阐述,对公司品牌在无项目的区域进行传播的难点提供了方法; 5、品牌评估,提供了品牌市场力模型和品牌市场表现评估指标体系,借助品牌市场力模型,分析了中国房地产品牌的现状,指出了目前国内房地产品牌改进的方向,品牌市场表现评估体系提供了房地产企业品牌分析的工具。在阐释品牌构建模型后,还对品牌构建后的维护和管理问题做了简要的分析。本文侧重于房地产公司品牌的构建。最后本文对中国房地产行业的领导品牌—万科的概况、品牌构建历程进行了实例分析,并用品牌构建模型分析了万科品牌整合,同时也分析了支撑万科品牌成功所需要的管理体系。更多还原

【Abstract】 The brand strategy becomes the core strategy of real estate enterprise which is the type of capital- intensive and resource-integrated. How to build the brand effectively is the critical successful factor of real estate enterprises to gain the competitive advantage and the core competitive strength.To answer the question is to start with the analysis of the characteristics of the real estate industry. The value chain of the industry is presented, the development history of the real estate industry is reviewed, the development trend is forecasted, and the significance of the brand for cross-regional expanded real estate company is pointed out.After understanding of the characteristics and development trend of the real estate industry, the characteristics of real estate distinguished from other industry are brought forward, and the three brand modes are put forwards. It includes single brand, multiple brands and main-subsidiary brands, meanwhile the various strategies and tactics for the real estate companies in different development phase is also pointed out. Differences and relationships in building company’s brand and project brand are presented.Then the pattern of building brand of real estate is brought forward, which is including customer segment and selection, brand positioning, brand identity, brand communication and brand evaluation. Firstly, customer segment and selection starts from understanding the need of customer and selecting the profitable customer which can be satisfied by the capacity and resource of the real estate company. Secondly, brand positioning has two meaning, one is value positioning including physical attributes, emotion profits and core value propositions, the other is image positioning including brand personalities, brand culture, brand imagination and brand experiencing. Thirdly, brand identity presents the principals and methods to building the identifying system. Fourthly, brand communication puts forwards the approaches to communicating effectively the value and image positioning with the segmented customerfor both company brand and project brand. Finally, brand evaluation brings forwards the ways how to evaluating the brand competitive power and propriety of brand image. Brand management system is also brought out briefly after presenting brand building pattern. Company’s brand of real estate is more concerned.At the end of this paper analyzes the leading brand of native real estate industry, Vanke Group, from the aspects of the general situation, the process of brand building with the brand building pattern. At the same time the management system of brand is pointed out too.更多还原