【作者】 辛升镐；

【导师】 刘卫东；

【作者基本信息】 浙江大学 ， 土地资源管理， 2007， 硕士

【副题名】基于全寿命周期费用的品牌价值研究

【摘要】 2005年5月中国中央政府实行房地产调控政策后，房地产将向行业集中与品牌化的方向发展。未来的房地产市场必将在优秀品牌企业之间展开竞争。在中国，房地产企业的品牌经营尚处于起步阶段，存在许多亟待完善的地方。本文阐述了品牌的概念及其发展历史、房地产品牌特点，以理解房地产品牌经营的特殊性。论文在分析了中国房地产产业的发展趋势、阐述中国房地产产业的发展历史和比较国外房地产产业品牌培育模式差异的基础上，研究了中国房地产企业品牌经营的现状。本文通过问卷调查的结果，分析了韩国消费者对品牌的反应。本文，为了连贯地了解和分析品牌与建筑性能的关系，进行了全寿命周期费用与房地产品牌的相关性分析和研究。为进一步分析建筑物寿命周期内形成的品牌价值的总量，本文引入全寿命周期品牌价值(Life Cycle Brand Value)的概念。本文针对建筑物寿命周期内涉及到的无形的因素和有形的因素构建了一个全寿命周期品牌的模式。本文，在全寿命周期品牌概念的基础上，分析研究建筑性能与LCC运营管理费用在建筑物寿命周期内的品牌影响模式。更多还原

【Abstract】 After abolishing distributing of lodgings system, a lot of financial Institutes began to deal with business of Real-estate mortgage Loan. Huge profit in Real-estate business made a lot of company had not been concern in before start to invest in Real-estate market. In process of time, market had grown and competition in market had became serious. To prevent of fast rising of house price, Chinese Government start to execute policy control Real-estate market at May 2005. After Government controlling market, the small and medium company had been at a crisis caused by poor finance ability and lack of Human capital and management skills.After the policy control real-estate market, the trend in the future of Real-estate enterprise to effect economies of scale is heading for merger between Real-estate companies. Real-estate market in future will be dominated by a minority own competitive brand power. Therefore the company don’t have strong brand influence in the future will be excluded from market. The brand management is the important method for superiority in long term competition. In China, Study on Real-estate brand management is at primary level remains to be improved.This thesis first introduce the concept of difference between the Brand and the real-estate brand. And then to insight the growth trend of real-estate market, refer to History of real-estate growth in china and difference from foreign real-estate brand growth model.On the baisis of analysis of the brand trend and brand management, this thesis study LCC(Life Cycle Cost) concept’s importance in brand management and real-estate company’s long term growth strategy.Furthermore this thesis creates LCBV(Life Cycle Brand Value) concept based on LCC and simple quantitative analysis model value LCBV(Life Cycle Brand Value) in real-estate development project.更多还原