房地产行业近年来持续快速的发展,使其逐渐成为了我国经济发展的重要支柱产

业,随着房地产行业的消费者越来越理性化,品牌就随之成为了消费者在选择产品过程

中的重要因素之一,由此房地产的品牌竞争愈演愈烈。成功的品牌建设不仅能使房地产

企业从中获利更多,而且能把企业的品牌有效的树立起来,最终成为赢得消费者和社会

公众的认同的优质品牌,使企业赢得核心竞争力。本文运用调查研究法、理论归结法、

文献检索法以及SWOT分析法,结合内外环境因素,针对H公司品牌管理的现状所存

在的问题进行分析并提出相应的对策建议,同时制定了实施品牌发展策略的保障措施。

本文通过大量文献相关理论的归纳和总结,以及对具体环节的深度研究,使得笔者在品

牌建设及管理方面有了更深入的了解,并在其品牌定位、品牌塑造、品牌传播、品牌文

化、品牌价值等方面进一步论证了关于品牌对企业自身发展的深远影响。

本文以研究H房地产公司品牌发展策略为目标,研究的主要内容为:一是界定了品

牌的概念,并阐述了房地产品牌的构成要素,同时界定品牌策略的概念及构成要素,具

体包括品牌决策、品牌模式的选择、品牌识别与认知度、品牌延伸、品牌管理及品牌愿

景等六大部分。通过运用品牌培育相关理论,即品牌竞争力理论与核心竞争力理论作为

品牌策略研究的理论指导。二是分析H房地产公司品牌发展的现状,分别介绍了H房

地产公司的基本情况、品牌发展历程及品牌管理现状,分析出H公司品牌发展现状所存

在的问题,即品牌需要二次定位、品牌传播模式单一、品牌延伸方式有待调整及品牌管

理与危机事件处理能力薄弱等问题,然后针对所述问题的成因进行由内而外的分析。三

是对H房地产公司品牌发展内外部环境进行分析。外部环境分析从宏观经济方面、行业

新进入者的威险、供应商的议价能力、购买商的议价能力、代替产品的威险及同行业竞

争者的竞争强度等方面入手;内部环境分析了公司组织结构、战略目标、产品定位、管

理能力及主要经济指标,同时还分析了公司面临优劣势及机遇挑战。四是提出H房地产

公司品牌发展策略的优化。首先,提出H公司品牌发策略的制定原则与品牌发展目标及

思路,其次结合公司现状对H房地产公司品牌发展对策优化,主要从品牌定位策略、品

牌模式的选择、品牌的传播策略、品牌的延伸策略与品牌的维护管理策略等方面建议研

究,最后通过注重品牌理念培育、规范品牌管理流程、大力提升品牌价值、加强品牌形

象塑造、创新品牌文化建设制等几个方面提出了对品牌发展策略实施的保障措施,希望

对H公司的品牌发展起到有效帮助。本文结论部分针对研究的成果进行了总结并对未来

的H房地产公司品牌战略进行了展望。

通过上述研究,力求为H房地产公司的品牌发展规划及实施提供合理的有效的方法

和建议,同时,也希望能够给发展中也正在面临品牌发展滞后的房地产企业提供参考与

借鉴。

【关键词】房地产品牌品牌策略

【研究类型】应用型研究

Abstract

In recent years, the sustained and rapid development of the real estate

industry, which has become an important pillar industry of China's economic

development. As consumers of real estate industry become more rational, brand

has become one of the important factors in the process of choosing products.

Thus, the real estate brand competition becomes fiercer. The success of brand

building can not only make real estate companies get more profit and the

enterprise can effectively set up brand, ultimately win the consumers and the

public recognized quality brand, to enable enterprises to win core competence.

This paper uses survey research method, theory method, literature retrieval

method and SWOT analysis method, combined with the internal and external

environmental factors. Analysis was based on the existing status of brand

management of H company problems and puts forward corresponding

countermeasures and suggestions, making the security measures for the

implementation of brand development strategy at the same time. In this paper,

through literature theory summary and the deep research on the specific link, the

author had a more thorough understanding in brand building and management.

And in the aspects of its brand position,brand building, brand communication,

brand culture, brand value, the author had more knowledge of further

demonstrates the profound influence of the brand on enterprise development.

This paper aimed at study H real estate company's brand development

strategy, the main content of research is : one is to define the concept of brand,

and expounds the constituent elements of the real estate brand, and at the same

time, defines the concept and constituent elements of brand strategy, including

brand decision, brand pattern choice, brand recognition and brand awareness,

brand extension, brand management and brand vision six parts. Through the use

of brand cultivation theory related, namely the brand competitive theory and

core competence theory as the theoretical guidance for brand strategy research.

The two is the analysis of present situation of H Real Estate Company

brand development, introduces H real estate company's current situation, brand

development, and the basic situation of brand management respectively, analysis

of the H company' existing problems in the brand development at present、

namely Brand needs second positioning, single brand communication, brand

extension ways need to be adjusted and brand management and crisis

management capacity is weak, then for the causes of the problems are analyzed

from the inside out.

Three is the internal and external environment of the brand development of

H Real Estate Company. External environment analysis from the macro

economy aspects, the risks of the new industry entrants, the suppliers bargaining

power, purchasers bargaining power, the risks of the substitute product and the

competitive strength from the same industry competitors aspects;Internal

environment analysis from the company's organizational structure, strategic

target, product positioning, management ability and the main economic

indicators, and also analysis the advantages and disadvantages and opportunities

and challenges faced by the company.

Four is to optimize the H Real Estate Company brand development strategy.

Firstly, puts forward the formulation principles and the H company's brand

strategy and brand development goals and thoughts, Then combining with the

current situation, the optimization of H Real Estate Company brand

development strategy, mainly from the brand positioning strategy, brand pattern

choice, the brand spread strategy and extension strategy to make the research.

Finally, through focus on cultivating brand concept, standardizing brand

management process, enhancing the brand value, enhancing the brand image

shaping, brand innovation culture construction system etc aspects, the paper put

forward the safeguard measures of the implementation of brand strategy, hope

to provide effective help for H company's brand development. The conclusion

part in view of the research results are summarized and the future of the H Real

Estate Company brand strategy is prospected.

Through the above research,strive to provide reasonable and effective

methods and suggestions for the brand development planning and

implementation of H Real Estate Company,and also hope to be able to provide

a reference and use for reference for the real estate enterprises which facing the

brand development lags behind .

【KeyWords】 Real Estate; Brand; Brand Strategy;

【Research Type】 Applied Research