房地产企业品牌战略分类及管理过程分析  

Analysis on Management Process and Classification of Real Estate Enterprise Brand Strategy

作　　者：曾力勇[1] 裘亚峥[2] 

机构地区：[1]长沙理工大学管理学院,湖南长沙410076 [2]中南大学数学与计算技术学院,湖南长沙410075

出　　处：《中国流通经济》2007年第8期45-48,共4页China Business and Market

基　　金：国家社会科学基金项目<公司绩效;信用风险评价与市场安全研究>(项目编号:05BJY010);湖南省软科学研究计划项目<房地产投资经济评价的实物期权定价模型研究>(项目编号:2006zk3054)的研究成果之一。

摘　　要：本文认为,随着房地产业竞争的日益激烈和房地产市场管理的日益规范,面对市场及政策的双重压力,房地产企业要想获得成功并持续发展,必须走品牌战略之路。房地产企业必须根据其内外部环境的要求进行分析和选择。由于房地产的不可移动性、长期使用性、异质性以及资本和消费的二重性等特征,房地产企业品牌和产品品牌的创建有其独特性。正确的策划,精心的设计,高水平、高要求的工程建设管理,有效的市场营销,细致周到和规范运作的售后物业服务管理与文化价值注入,都是打造房地产品牌应该特别注意的问题。The authors point out that with the increasingly vigorous of competition in real estate industry and increasing norm of the management of real estate market, facing the dual pressure of market and policy, if the real estate enterprises want to achieve success, and keep on development, they have to take the brand strategy. For this, the authors firstly carries on a classification to the real estate brand strategy from the angle of the real estate business enterprise; and then confirm the basic logic flame of real estate enterprise brand strategic management process by using the enterprise strategic management theories; finally, analyze detailed real estate enterprise brand strategic management process from the formation of brand strategic thought and confirming brand strategic target, the choice of real estate business enterprise brand strategy, the implement of real estate business enterprise brand strategy and the infusing of the cultural value of the real estate brand.

关 键 词：房地产企业 品牌战略 管理 

分 类 号：F270[经济管理—企业管理]