恒大地产集团品牌策略分析.docx

单位代码:10204 吉林工程技术师范学院工商管理学院毕业论文学生姓名: 石阔指导教师: 高泽专业: 市场营销班级: 1242 学号: 论文起止年月: 20年月至 20年月 I 恒大地产集团品牌策略分析 Hengda Real Estate Group Brand Strategy Analysis 石阔指导教师: 高泽职称: 讲师专业名称: 市场营销答辩时间: 答辩委员会主席: 毕业论文评阅人: 年月 II 摘要本文以恒大地产集团为分析背景, 试图探索以消费者为中心进行品牌化建设以规避市场风险, 加强公司的市场地位, 实现公司的良性发展。以系统的观念实施品牌策略, 保持和提高公司品牌的价值是本论文的研究重点。本论文在仔细分析了中国房地产、长春市房地产的特点与行业发展动态的基础上选取恒大集团作为研究对象, 运用 SW0T 的战略分析方法分析了恒大集团公司的内外部环境, 结合恒大集团本身的特点提出了房地产的公司品牌策略及其实施方案, 以期利用品牌效应实施差异化经营, 规避市场风险。关键词:品牌策略;服务营销;客户关系;核心竞争力;房地产 III Abstract In this paper, Hengda Real Estate Group analyzes the background, trying to explore consumer-focused brand construction to avoid market risks, to strengthen pany's market position and achieve pany's healthy development. With the idea of systematic implementation of brand strategy to maintain and enhance pany's brand value is the research focus of this paper. This paper carefully analyzes the development of China real estate, Changchun City real estate industry and the characteristics of selected Hengda Group as the research object, using analytical methods SW0T strategic analysis of pany's internal and external environment Hengda Group dynamic based on bination Hengda Group own characteristics proposed real pany's brand strategy and its implementation plan, in order to take advantage of differences in the implementation of brand management, to avoid market risks. Keywords: brand strategy; marketing services; customer relations; petencies; real estate IV 目录 1 导论............................................................................................................. 1 1 .1选题背景................................................................................................. 1 1 .2选题目的及意义.................................................................................... 1 .................................................................................... 1 ............................................................................ 2 ..............