珐南通葵花物业管理公司品牌战略研究毕业论文.doc

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毕业设计(论文)
南通葵花物业管理公司品牌战略研究
RESEARCH ON BRAND STRATEGY OF NANTONG KUIHUA PROPERTY MANAGEMENT CO. ,LTD.
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摘要
在我国,物业管理作为一个朝阳产业,呈现出良好的发展势头,推动了社会经济的发展。但是,行业迅速发展的同时竞争也在加剧,物业管理企业不仅拥有着巨大的发展机遇,也面临着前所未有的挑战。实施品牌战略已成为提高物业管理企业核心竞争力,赢得消费者信赖,取得良好效益的有效途径,也将是每个物业管理企业需要深入研究的重要课题。
本文以南通葵花物业为研究对象。根据葵花物业品牌定位模糊、识别度低、知名度不高和美誉度一般的品牌建设现状,列举出了企业的优势、劣势、机会和威胁,并对其进行SWOT综合分析。最后,结合国内外物业品牌战略研究的先进理论,确定了新时期葵花物业品牌战略。葵花物业的品牌战略包括两部分,一是葵花物业的品牌战略目标:在确定品牌定位、方便识别、品牌传播完成的基础上,对品牌知名度进行提升,增加消费者的青睐度,最终建立强势物业品牌,实现品牌扩张。二是葵花物业品牌战略推进计划,包括了品牌定位、品牌识别、品牌传播、品牌美誉和品牌忠诚这五个主要部分。希望本文能在品牌建设方面为葵花物业提供一些帮助。
关键词:物业管理;品牌战略;SWOT分析
Abstract
In our country, property management as a rising industry, showing a good momentum of development, promote the development of social economy. However, the rapid development of industry petition has intensified, property panies not only have a tremendous development opportunity, also facing a hitherto unknown challenge. The implementation of brand strategy has e the petitive power for property management enterprises, has won the trust of consumers, achieved good benefit effective way, also be each property management enterprises need in-depth study of the important issues.
This paper takes Nantong Kuihua property as the object of study. According to the Kuihua property fuzzy brand positioning, identification of degree low, does not have high visibility and reputation of the brand construction present situation, enumerated the business advantages, disadvantages, opportunities and threats, and its SWOT analysis. Finally, bination of domestic and foreign property on the brand strategy of advanced theory, decided new period Kuihua property brand strategy. Kuihua property brand strategy includes two parts, one is the Kuihua property brand strategic objectives: brand positioning, convenient in determining recognition, munication pleted on the basis of brand awareness, promotion, increase consumers, eventually build strong property brand, br