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1、畢業(yè)論文XX公司品牌經(jīng)營(yíng)與策略研究中文摘要隨著中國(guó)經(jīng)濟(jì)的快速發(fā)展，我國(guó)人多數(shù)行業(yè)已經(jīng)進(jìn)入了品牌竟?fàn)幍臅r(shí)代。在房地產(chǎn)市場(chǎng)競(jìng)爭(zhēng)H益激烈并H逐步規(guī)范的情況下，企業(yè)面對(duì)市場(chǎng)及政策的雙垂壓力，要想獲得成功并持續(xù)發(fā)展，必須走品牌經(jīng)營(yíng)策略道路。本文主要分析了國(guó)內(nèi)房地產(chǎn)企業(yè)品牌經(jīng)營(yíng)的發(fā)展現(xiàn)狀；指出了我國(guó)房地產(chǎn)企業(yè)品牌經(jīng)營(yíng)中存在的主要問題；從品牌經(jīng)營(yíng)、品牌策略、品牌競(jìng)爭(zhēng)力等基本理論入手，通過(guò)厲地產(chǎn)企業(yè)品牌經(jīng)營(yíng)現(xiàn)狀，以廣州市合富輝煌房地產(chǎn)發(fā)展有限公司作為研究對(duì)象，運(yùn)用文獻(xiàn)法、案例分析等方法，在評(píng)述晶牌經(jīng)營(yíng)與品牌策略等相關(guān)文獻(xiàn)的基礎(chǔ)上，系統(tǒng)地分析了介富輝煌地產(chǎn)的品牌經(jīng)營(yíng)與策略，從而
2、深入研究介富輝煌地產(chǎn)公司品牌經(jīng)營(yíng)與策略的現(xiàn)狀以及在品牌經(jīng)營(yíng)發(fā)展中存在的問題，并針對(duì)房地產(chǎn)企業(yè)和xx的品牌發(fā)展現(xiàn)狀，為其如何實(shí)施品牌經(jīng)營(yíng)與策略提出建議。希望論文研究對(duì)該企業(yè)的品牌經(jīng)營(yíng)上的策略實(shí)施具有促進(jìn)作用，對(duì)同類企業(yè)的品牌經(jīng)營(yíng)與策略也具冇一定的借鑒意義。關(guān)鍵詞品牌品牌競(jìng)爭(zhēng)力龍地產(chǎn)AbstractWiththerapiddevelopmentofChineseeconomy,themajorityofourindustryhasenteredtheeraofbrandcompetition.Inanincreasinglycompetitiverealestat
3、emarketandgraduallystandardized,enterprisesfacethemarketandpolicyofdualpressure,tosucceedanddevelopcontinuously,musttaketheroadofbrandmanagementstrategy.Thispapermainlyanalyzedthedomesticrealestateenterprisesbrandmanagementdevelopmentpresentsituation;pointedoutthatChina'srealestatec
4、nterprisebrandmanagemontproblems;Fromthebrandmanagement,brandstrategy,brandcompetitiveness,basictheories,throughtherealestateenterprisebrandmanagementstatus,witharadiusofGuangzhouCityrealestatedevelopmentlimitedcompanyastheresearchobject,Bythemethodsof1iterature,caseanalysisandother
5、methods,whilecommentingonthebrandmanagementandbrandstrategy,onthebasisofrelevant1iterature,asystematicanalysisoftherealestatebrandmanagemontandstrategy;Inordertostudyrealestatecompanybrandmanagementandstrategyinbrandmmiagementstatusandproblemsinthedevelopmentof.Andaccordingtothereal
6、estateenterprisesandtheGuangzhourealestatebranddevelopmentstatus,tohowtocarryoutbrandmanagementandstrategysuggestions.1hopetheresearchtotheenterprise1sbrandmanagementstrategyimp1emcntationhasstimulativeeffect,similartotheenterprise，sbrandmanagemontandstrategyalsohasacertainreferenti
7、alsignifiednee.KeywordsBrandBrandcompetitivenessRealestate1緒論11.1選題依據(jù)11.2文獻(xiàn)綜述11.3研究的內(nèi)容與方法12理論綜述32.1品牌經(jīng)營(yíng)的內(nèi)涵及基本戰(zhàn)略類型32.2品牌策略的內(nèi)涵及分類33企業(yè)品牌經(jīng)營(yíng)與策略現(xiàn)狀分析53.1企業(yè)概況53.2企業(yè)品牌經(jīng)營(yíng)與策略的現(xiàn)狀54企業(yè)品牌經(jīng)營(yíng)與策略存在的問題64.1缺乏淸晰的品牌內(nèi)涵和完整的品牌策略64.2不具備整合運(yùn)用各種傳播手段來(lái)統(tǒng)一進(jìn)行品牌推廣64.3對(duì)于吊牌日標(biāo)市場(chǎng)不明確，和消費(fèi)者之間的親和力不夠64.4對(duì)于品牌功能的夸大化64.5為項(xiàng)目而不是為企
8、業(yè)創(chuàng)造品牌64.6忽視差異化競(jìng)爭(zhēng)75企
