摘要....................................................................................2
Abstract ...............................................................................3
Ⅰ.Introduction ........................................................................4
1.1 The background and meaning of selection ...........................................4
1.1.1 The background of selection ......................................................4
1.1.2 Research meanings ................................................................4
1.2 Contents research and thesis structure..............................................5
Ⅱ Real estate brand strategy summary and the related theory foundation.................7
2.1 related concept and characteristics of Real estate brand ..........................7
2.1.1 Concept and the characteristics of the real estates...............................7
2.1.2 Concept and the content of the real estate brands ................................7
2.1.3 Characteristics of the real estate brands ........................................8
2.2 The necessity of implementing the real estate brand strategy .......................9
2.3 Related theory foundations ........................................................ 9
Ⅲ The strategic research methods of real estate brand ................................12
3.1 The research methods of thesis ....................................................12
3.2 The investigation methods of thesis ...............................................12
Ⅳ strategic program of Real estate brand.............................................13
4.1 fixed positions and mold of Real estate brand......................................13
4.1.1 fixed positions summary of Real estate brand ....................................13
4.1.2 Process of the real estate brand fixed positions .................................14
4.1.3 mold analysis of Real estate brands ..............................................15
4.1.4 the mold strategy of Real estate brands .........................................15
4.2 the dissemination and expansion of Real estate brand ............................16
4.3 The management and maintenance of real estate brand ...............................16
4.3.1 the management of Real estate brands ............................................17
4.3.2 Maintenance of the real estate brand .............................................17
Ⅴ Conclusion...........................................................................18
References .............................................................................19
關鍵詞:品牌戰略,品牌定位與塑造,品牌傳播與擴張,品牌管理與維護,品牌延伸
Abstract
The strategy of a brand name is defined as that a firm and its strategic partner seek for co-existence and co-prosperity, mutual benefits and double win which corresponding to the situations of market's demands and meets . The running of a brand name is built on the competitive brand names of the firm with the marketing notion as the cornerstone. A successful firm runs its brand name and establishes its image through planning, integrating and optimizing of its resources. Only through this way a firm can create competitive brand names and foster new brand names so that it can maximum the industrial value. The March effect and the radiation effect of the brand name's strategy have enormous pulling effect on the development of the real estates and the adjustment of industry.
Currently, the real estate market has entered into the time of Homogenization ..
The product and services can be imitated, but only the brand owns real meaning diversification. Brand is considered as the soul and core of a company and the symbol of performance. Brand name real estate corporation can no longer be eva luated its power only by its capital and land . The capital power, industry scale, commercial pattern, management level, elite team, product quality, service criteria and culture concept are all the reflection of a comprehensive company. Brand-operation becomes the successful way of those real estate enterprises who want
to occupy the pioneering position and make better achievement in the market competition.
Integrated with the big environment and situation of real estate 's brand development and competition. this essay closely regarding real estate brand strategy as subject . Take the brand life cycle theory as the foundation ,Has analyzer the brand's different life cycle stage, the strategy which the real estate enterprise should adopt .Through the introduction, the brief introduction of brand strategy, the research method on brand strategy of real estate, the operation of brand strategy, and the examples of Can't Group’s brand strategy, this essay makes clarification of brand, the concept and character of brand strategy systematically. The main focus of this essay is to analyse the key points that may occur when the real estate enterprise are conducting its brand strategy. Meanwhile, this essay concludes the brand strategy of real estate deeply. Finally, the author of this essay offers a few commonplace remarks by way of the introduction to the strategy of the brand names of domestic real estates so that others may come up with valuable opinions.
Key Words: Brand Strategy, Brand Location and figure, Brand dissemination and Expansion, Brand Management and Maintenance, Brand Extension