XX(房地产)股份有限公司品牌营销战略研究.doc

摘要:品牌作为一种无形资产在现代竞争中呈现出巨大价值，从某种意义上来讲，现代企业的竞争主要是品牌间的竞争。企业能否培育出自有的强势品牌，是能否占据市场核心的竞争优势地位的重要指标。随着国家宏观政策的调控，房地产企业的发展受到了一定的影响。在这样的环境下，品牌竞争力不足就从根本上制约了很多房地产企业的进一步发展。所以，企业如何建立有影响力的房地产品牌成为很多企业面临的问题。

　　　高科股份有限公司（以下简称高科公司）作为一个有着十余年房地产开发经验的企业，也开始逐渐认识到品牌建设的重要性，但是由于没有一套系统的品牌营销策略，对品牌定位不准确等一系列问题，使得在品牌塑造上没有什么起色。

　　　本文在研究上采用理论分析与实证分析相结合的方法，以定性分析为主，运用SWOT分析法和现代品牌营销理论，为高科公司的品牌营销战略的制定提出了一些切实可行的建议。其中包括，提高员工的品牌意识、准确地进行品牌定位与传播、品牌价值提升等。

关键词  房地产；品牌；高科公司；品牌营销。

Abstract:Brand as an intangible asset is showing a great value in modern competition, in a sense, the competition of modern enterprises is the competition among brands. Enterprises can produce its own brand, is an important index whether occupy the market core competitive advantage. With the state's macroeconomic control policies, affected the development of real estate enterprises. In this environment, the competitiveness of the brand is insufficient fundamentally restricts the further development of many real estate enterprises. So, how to establish the influential real estate brand become a lot of enterprises are faced with the problem.

　　　Gaoke Limited by Share Ltd (hereinafter referred to as Gaoke company) as a has more than ten years of experience in real estate development enterprises, have begun to gradually realize the importance of brand building, but because there is no systematic brand marketing strategy, the brand positioning is not accurate and a series of problems, so that no improvement in the brand mold.

　　　This paper uses the method of combining theoretical analysis with empirical analysis in the study, based on qualitative analysis, using the SWOT analysis method and the modern marketing theory, formulated as Gaoke company brand marketing strategy and puts forward some feasible suggestions. Including employees, improve brand awareness, accurate brand positioning and communication, to enhance the brand value.

Keywords  Real Estate  brand  Hi-Tech Company  brand marketing

　　　对于房地产企业来说，拥有一个强势的品牌能让企业规避传统的价格和硬件设施的竞争，实现企业自身的利润最大化以及企业的规模扩张。从长远角度来看，建立和培育品牌是房地产企业最经济的投资。本文的研究意义主要有理论意义和现实意义两个方面。

　　　 (1)理论意义，本文通过对南京市房地产市场状况的分析，为高科公司的品牌建设、引入品牌营销策略、品牌营销策略的提出和实施等方面提出了几点建议，同时也为南京市的房地产企业提供了一定的借鉴意义。

　　　 (2)现实意义，由于实施品牌营销给高科公司带来的不仅仅是单一楼盘的销售业绩，更有它所产生的连带效益和一系列附加效益，因此，本文对高科公司的可持续发展具有较强的现实指导意义。