【作者】 郭宏；

【导师】 都沁军； 戴国庆；

【作者基本信息】 石家庄经济学院 ， MBA， 2013， 硕士

【摘要】 近年来，房地产市场发展迅速，竞争激烈，卖方的主导地位逐渐被转变。面对日益严峻的市场形势，一些企业已经意识到应该改变企业战略，即建立企业品牌战略，从而提高市场占有率。如今，房地产行业呈现出品牌战略的激烈竞争局面，急需深入研究探讨房地产品牌建设方面有关的问题。但是，我国房地产企业品牌建设根基不稳，发展不够成熟、系统、完善，还存在很多亟待解决的难题。因此，本文试图探索出一条适合我国房地产行业现状的企业品牌建设路径，为房地产企业在今后的发展中提供有利的参考和指导。首先，本文详细阐述了品牌的定义、品牌的构成及品牌建设的内涵、目标、原则，为房地产品牌建设奠定了理论基础。具体到房地产品牌建设，首先介绍了房地产品牌的概念及发展历程，然后从房地产发展环境和房地产市场两个方面分析了房地产发展现状，最后论述了房地产品牌建设的现状。第二，本文讨论了房地产企业品牌建设的路径，从组织保障、资源整合、价值评估和反馈三个阶段详细论述了每个阶段的具体内容。最后，以卓达集团房地产有限公司为案例进行实证分析，系统阐述了卓达品牌建立的路径，并提出要从正确处理好项目品牌与企业品牌的关系；树立正确品牌观，强化全员品牌意识；树立精品意识，确保产品品质；强化服务意识，提高服务水平；规范物业服务，增强自身建设等五个方面进一步提升品牌价值。更多还原

【Abstract】 In recent years, the real estate market developed rapidly, the competition is intense, theseller’s dominant position was gradually shifted. In the face of increasingly severe marketsituation, some enterprises have realized the necessary to change strategy, namely, toestablish the enterprise brand strategy, in order to improve market share. Today, the realestate industry presents the situation of brand strategy fierce competition, and it is badly inneed of further study of real estate brand construction related problems. But, the foundationof our country real estate enterprise brand construction is instability, and its development isnot mature, system, perfect, and there are a lot of problems to be solved. Therefore, thisarticle tries to explore a suitable for China’s real estate industry present situation of theenterprise brand construction path, and provide beneficial reference and guidance for realestate enterprises in the development of future.First, this paper expounds the definition of brand, brand structure and the connotationof the brand construction, objectives, principles, and laid a theoretical foundation for thereal estate brand building. Specific to the real estate brand building, firstly, this articleintroduces the concept and development course of real estate brand, and then analyzes thecurrent development situation of real estate from two aspects of real estate developmentenvironment and the real estate market analysis, finally it discusses the current situation ofthe construction of real estate brand.Then this paper discusses the path of the real estate enterprise brand construction, andthree stages including the organizational guarantee, resource integration, value assessmentand feedback are discussed in detail on specific path.Finally, in order to ZhuoDa group real estate co.LTD as a case for empirical analysis,this article systematically elaborates the ZhuoDa brand building path, and puts forward fivemeasures to further enhance the brand value from correctly handling the relationshipbetween the project brand and corporate brand; setting up the correct brand concept,strengthening the brand consciousness; building up the consciousness to ensure productquality; strengthening the service consciousness to improve service levels; specification ofproperty services and strengthen the self building.更多还原