论文总字数：19635字

摘 要

作为民生产业，关系着我国人民生活的重要产业之一，房地产行业的发展一直是人们重视的热点问题。在我国经济快速发展的背景下，房地产企业要考虑的首要问题应在品牌的营销战略上，而不在局限于简单的生产层次。现今消费者在选择购买事物时，品牌已经成为其选择的重要指标。在以往人们挑选房子时，考虑更多的是价格、地理位置、周围的基础设施，然后是户型、配套设施等等。但在现今房地产企业不断出现“豆腐渣”工程，再加上人们生活水平不断提高、消费观念不断转变，买房子进行品牌挑选也成为消费者的重要选择指标。在这样的大环境下，房地产公司的品牌营销战略就成为非常重要的研究内容，本文以万科房地产公司为例，研究万科房地产公司品牌营销战略的不足之处，并针对性的提出意见，能够更好的完善品牌营销战略，为万科公司面临的瓶颈突破提供一定的理论意义，也为我国房地产品牌营销战略研究增加些许内容。

关键词：万科房地产公司；品牌营销战略；品牌定位

The Brand Marketing Strategy Research of Vanke Real Estate Company

Abstract

The development of the real estate industry, as one of the important industries related to people's life, has always been a hot issue.With the rapid development of China's economy, the key problem facing real estate enterprises is no longer how to develop production, but more brand marketing strategy. Nowadays, when consumers choose to buy things, brand has become an important indicator of their choice. In the past, when people chose houses, they considered the price, geographical location, surrounding infrastructure, and then the house type, supporting facilities and so on. However, in the current real estate enterprises, "bean curd dregs" project, coupled with the continuous improvement of people's living standards and the continuous change of consumption concept, buying houses for brand selection has also become an important choice indicator for consumers.In this environment, the brand marketing strategy of real estate enterprises has become a very important research content. Taking vanke real estate company as an example, this paper studies the deficiencies of its brand marketing strategy. and puts forward targeted suggestions, which can better improve the brand marketing strategy, provide certain theoretical significance for the breakthrough of the bottleneck faced by Vanke Company, and also provide theoretical significance for the breakthrough of the brand marketing strategy of Vanke Real estate company The research of real estate brand marketing strategy in China has added some content.

Keywords：Vanke Real Estate Company; Brand marketing strategy; Brand positioning

目录

摘 要 I

Abstract II

第一章 引 言 1

1.1研究背景与意义 1

1.1.1研究背景 1

1.1.2研究意义 1

1.2文献综述 2

1.2.1国外研究综述 2

1.2.2国内研究综述 3

第二章 相关理论综述 5

2.1品牌与房地产品牌概念 5

2.1.1品牌概念 5

2.1.2房地产品牌概念 5

2.2品牌营销 5

2.2.1品牌营销概念 5

2.2.2品牌营销的相关理论 6

第三章 我国房地产企业品牌营销现状及问题分析 8

3.1我国房地产品牌营销的现状 8

3.1.1房地产企业难以形成品牌特色 8

3.1.2 房地产企业品牌意识淡薄 8

3.2我国房地产品牌营销存在问题分析 9

3.2.1将房地产品牌效应等同于案名效应 9

3.2.2为项目而不是为企业创造品牌 9

第四章 万科房地产品牌营销策略及问题分析 10

4.1 万科房地产品牌概述 10

4.2 万科的品牌营销策略分析 10

4.2.1 整合营销 10

4.2.2 口碑营销 10

4.2.3 社会媒体营销 10

4.2.4 大数据营销 11

4.3万科品牌营销问题分析 11

4.3.1 品牌营销中形式主义重 11

4.3.2 重广告宣传，轻品牌塑造 11

4.3.3 重项目品牌，轻企业品牌 12

4.3.4 对于危机管理不够重视 12

第五章 万科品牌营销策略优化的建议 13

5.1 加强品牌营销中自我监管、深入本质 13

5.2注重品牌危机管理 13

5.3小众化媒体宣传，减少营销成本 13

5.4加强品牌战略差异化营销 14

结束语 15

致谢 16

参考文献 17

剩余内容已隐藏，请支付后下载全文，论文总字数：19635字