房地产战略品牌管理
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摘要
进入到21世纪，中国房地产市场已从20世纪80年代的狂热与泡沫中挣脱出来，逐步走向成熟与理智。房地产企业在市场经济的熔炉中得到洗礼，优胜劣汰、去伪存真。在日趋精明与理性的消费者面前，一些明智的发展商已充分意识到品牌建设是企业占领市场、提高市场占有份额的重要手段，是企业做大做强的重要保证。房地产行业已进入品牌竞争阶段，迫切需要进行房地产品牌的深入研究。相对来说，国内房地产品牌的根基太浅，晶牌成熟尚需假以时日。本文从战略品牌管理的基本理论和方法入手，结合广州地区房地产行业具有代表性的典型案例，理论和实践相结合，力求为系统塑造房地产品牌及其实施品牌管理提供一些思路、方法和建议。
本文主要包括以下几个部分：
1、房地产和房地产市场的概念、特征；从房地产品牌的品牌共性和行业特殊性对房地产品牌的定义进行描述，论述为什么房地产品牌的塑造需要导入战略品牌管理的概念。
2、我国房地产品牌经营现状剖析，从多个方面论述房地产行业产生强势品牌的可行性。
3、从战略品牌的概念出发，从品牌分析、品牌实施、品牌传播、品牌的延伸及扩张等各个方面来论述如何实施房地产品牌管理。
After coming into the 21st century, real estate market has walked out from the craze and foam in the 1980's and become more and more mature and intellect. Furthermore, encountered with the shrewd and reasoning consumers, some enterprises of real estate have realized the significance of cultivating and managing their brands, which can help them to take possession of the market and develop the market share. It is indicated that the real estate industry has entered the era of branding. In-depth research in the branding of real estate has become a crucial problem with imminence.
This thesis is structured with the basic theory and methods of Strategic Brand Management, connected with the representative examples in the region of Guangzhou. It tries to table some proposals in order to cultivate the brand of real estate systemically.
This thesis can be roughly divided into three parts:
First, what is the conception and structure of real estate and real estate brand;
Second, the feasibility of building brand in real estate;
Third, how to cultivate and manage the brand.
本文主要包括以下几个部分：
1、房地产和房地产市场的概念、特征；从房地产品牌的品牌共性和行业特殊性对房地产品牌的定义进行描述，论述为什么房地产品牌的塑造需要导入战略品牌管理的概念。
2、我国房地产品牌经营现状剖析，从多个方面论述房地产行业产生强势品牌的可行性。
3、从战略品牌的概念出发，从品牌分析、品牌实施、品牌传播、品牌的延伸及扩张等各个方面来论述如何实施房地产品牌管理。
After coming into the 21st century, real estate market has walked out from the craze and foam in the 1980's and become more and more mature and intellect. Furthermore, encountered with the shrewd and reasoning consumers, some enterprises of real estate have realized the significance of cultivating and managing their brands, which can help them to take possession of the market and develop the market share. It is indicated that the real estate industry has entered the era of branding. In-depth research in the branding of real estate has become a crucial problem with imminence.
This thesis is structured with the basic theory and methods of Strategic Brand Management, connected with the representative examples in the region of Guangzhou. It tries to table some proposals in order to cultivate the brand of real estate systemically.
This thesis can be roughly divided into three parts:
First, what is the conception and structure of real estate and real estate brand;
Second, the feasibility of building brand in real estate;
Third, how to cultivate and manage the brand.
引文
[1] [美]菲利普·科特勒、洪瑞云、梁绍明、陈振忠．市场营销管理(亚洲版)．北京．中国人民大学出版社．1997．1
[2] [美]菲利普·科特勒．营销管理：分析、计划、执行和控制．上海人民出版社．1997
[3] [美]艾克、[美]乔瑟米赛勒．品牌领导．曾晶译．北京．新华出版社．2001．4
[4] [英]斯图伯特．品牌的力量．尹英、万新平、宋振译．北京．中信出版社．2000．1
[5] [美]布瑞肯里奇．品牌的革命．刘雅鹏译．北京．电子工业出版社．2002．2
[6] [英]彻纳东尼．品牌致胜——从品牌展望到品牌评估，蔡晓煦等．北京．中信出版社．2002．9
[7] [美]科奈普．品牌智慧．赵中秋、罗臣译．北京．企业管理出版社．2001．6
[8] 翁向东．本土品牌战略．杭州．浙江人民出版社．2002．5
[9] 陆娟．现代企业品牌发展战略．南京．南京大学出版社．2002．1
[10] 周朝琦、候龙文．品牌经营．北京．经济管理出版社．2002．1
[11] 金乐．理念狂飚：房地产品牌运营论．北京．中国经济出版社．2001．12
[12] 苏晓东．720~0品牌管理：概念与应用．北京．中信出版社．2002．3
[13] 叶剑平．房地产营销．北京．首都经济贸易出版社．2001．5
[14] 曹春尧．房地产营销策划．上海．上海财经大学出版社．1999．8
[15] 周宇、张明贵．房地产营销与管理．大连．东北财经大学出版社．2000．4
[16] 张在晖等．WTO与中国房地产营销．武汉．湖北人民出版社．2001．10
[17] 陈放．房地产策划．北京．知识产权出版社．2000．8
[18] 王益平等．房地产经营务实．杭州．浙江大学出版社．1997
[19] 张忠元、向洪．品牌资本．北京．中国时代经济出版社．2002．1
[20] 董藩．房地产营销与管理．大连．东北财经大学出版社．2001．6
[21] 孙在国．商战与名牌．西南财经大学出版社．1998
[22] 白光，马忠国．21世纪国产品牌经营应变大趋势．经济管理出版社．1998
[23] 王积俭．管理学原理．华南理工出版社．1995
[24] 中国统计年鉴(1990-2002)．中国统计出版社．2002．3
[25] 梁健康．品牌时代的房地产需要品牌吗?．房地产世界．2002．12
[26] 戴承良．为楼盘提供思想——住宅开发概念筹划．房地产世界．2002．2
[27] 胡少维．我国房地产业发展分析．房地产世界．2002．2
[28] 楼市痛苦指数调查分析．中国房地产报．2003．3．31
[29] 四大坐标，标定全球品牌．中国质量报．2003．2．26
[30] 徐念榕．2002年房地产业发展基本健康．证券时报．2003．1．17
[31] 调查．中国房地产报．2002．12．24
[32] 陈韩晖．[特别关注]冷眼观“火”——广东地产业喜中有忧．中国房地产报．2002．12．11
[33] 九成买家看报纸选楼．广州日报．2003．01．10
[34] 城市靓了楼盘销量升．广州日报．2002．11．01
[35] 黄梅．国家统计局调查房产成主要家产．青年报．2002．10．9
[36] 2003年房地产市场预测．http://www.creva.org.cn/
[37] 凌克．房地产品牌工程．[硕士论文]．浙江大学．2001．11．01
[38] VanAuken, B. Developing the brand building organistion, Journal of Brand managemnt, July, 2000
[39] Clifton, R. and Maughan, E.(eds) the future of Brands. Baskingstoke, Macmillan. 2000
[40] Pringle, Hamish. Brand spirit: how cause related marketing builds brands. Hamish Pringle and Marjorie Thompson. —Chichester. New York. Wiley. 1999
[41] Keller, K. Strategic Brand Management. Upper Saddle River. Prentice Hall. 1998
[42] Shrimp, T. Advertising, Promotion and Supplement Aspect of Integrated Marketing Communications. Fort Worth. Dryden Press. 1997
[43] Kapferer, J. Strategic Brand Managemnet. London. Kogan Page. 1997
[44] Tony Meenaghan The role of advertising in brand image development. Journal of Product & Brand Management. Vol04 Issue 4 Date 1996
[45] Aaker, D. Building Strong Brands. New York. The Free Press. 1996
[46] Upshaw, L. Building Brand Identity. New York. John. Wiley. 1995
[47] Low, G. and Fullerton, R. Brands, brand management, and the brand management system:a critical-historical evaluation, Journal of Market Research, 31,May, 1994
[48] Kotter, J. and Hekett, J. Corporate Culture and Performance. New York. Free Press. 1992
[49] http://www.emkt.com
[50] http://www.onIMC.com
[51] http://www.soufun.com
[52] http://house.21cn.com/
[53] http://house.163.com/
[54] http://house.sofu.com/
[55] http://www.td365.com
[56] http://www.house.focus.com.cn
[2] [美]菲利普·科特勒．营销管理：分析、计划、执行和控制．上海人民出版社．1997
[3] [美]艾克、[美]乔瑟米赛勒．品牌领导．曾晶译．北京．新华出版社．2001．4
[4] [英]斯图伯特．品牌的力量．尹英、万新平、宋振译．北京．中信出版社．2000．1
[5] [美]布瑞肯里奇．品牌的革命．刘雅鹏译．北京．电子工业出版社．2002．2
[6] [英]彻纳东尼．品牌致胜——从品牌展望到品牌评估，蔡晓煦等．北京．中信出版社．2002．9
[7] [美]科奈普．品牌智慧．赵中秋、罗臣译．北京．企业管理出版社．2001．6
[8] 翁向东．本土品牌战略．杭州．浙江人民出版社．2002．5
[9] 陆娟．现代企业品牌发展战略．南京．南京大学出版社．2002．1
[10] 周朝琦、候龙文．品牌经营．北京．经济管理出版社．2002．1
[11] 金乐．理念狂飚：房地产品牌运营论．北京．中国经济出版社．2001．12
[12] 苏晓东．720~0品牌管理：概念与应用．北京．中信出版社．2002．3
[13] 叶剑平．房地产营销．北京．首都经济贸易出版社．2001．5
[14] 曹春尧．房地产营销策划．上海．上海财经大学出版社．1999．8
[15] 周宇、张明贵．房地产营销与管理．大连．东北财经大学出版社．2000．4
[16] 张在晖等．WTO与中国房地产营销．武汉．湖北人民出版社．2001．10
[17] 陈放．房地产策划．北京．知识产权出版社．2000．8
[18] 王益平等．房地产经营务实．杭州．浙江大学出版社．1997
[19] 张忠元、向洪．品牌资本．北京．中国时代经济出版社．2002．1
[20] 董藩．房地产营销与管理．大连．东北财经大学出版社．2001．6
[21] 孙在国．商战与名牌．西南财经大学出版社．1998
[22] 白光，马忠国．21世纪国产品牌经营应变大趋势．经济管理出版社．1998
[23] 王积俭．管理学原理．华南理工出版社．1995
[24] 中国统计年鉴(1990-2002)．中国统计出版社．2002．3
[25] 梁健康．品牌时代的房地产需要品牌吗?．房地产世界．2002．12
[26] 戴承良．为楼盘提供思想——住宅开发概念筹划．房地产世界．2002．2
[27] 胡少维．我国房地产业发展分析．房地产世界．2002．2
[28] 楼市痛苦指数调查分析．中国房地产报．2003．3．31
[29] 四大坐标，标定全球品牌．中国质量报．2003．2．26
[30] 徐念榕．2002年房地产业发展基本健康．证券时报．2003．1．17
[31] 调查．中国房地产报．2002．12．24
[32] 陈韩晖．[特别关注]冷眼观“火”——广东地产业喜中有忧．中国房地产报．2002．12．11
[33] 九成买家看报纸选楼．广州日报．2003．01．10
[34] 城市靓了楼盘销量升．广州日报．2002．11．01
[35] 黄梅．国家统计局调查房产成主要家产．青年报．2002．10．9
[36] 2003年房地产市场预测．http://www.creva.org.cn/
[37] 凌克．房地产品牌工程．[硕士论文]．浙江大学．2001．11．01
[38] VanAuken, B. Developing the brand building organistion, Journal of Brand managemnt, July, 2000
[39] Clifton, R. and Maughan, E.(eds) the future of Brands. Baskingstoke, Macmillan. 2000
[40] Pringle, Hamish. Brand spirit: how cause related marketing builds brands. Hamish Pringle and Marjorie Thompson. —Chichester. New York. Wiley. 1999
[41] Keller, K. Strategic Brand Management. Upper Saddle River. Prentice Hall. 1998
[42] Shrimp, T. Advertising, Promotion and Supplement Aspect of Integrated Marketing Communications. Fort Worth. Dryden Press. 1997
[43] Kapferer, J. Strategic Brand Managemnet. London. Kogan Page. 1997
[44] Tony Meenaghan The role of advertising in brand image development. Journal of Product & Brand Management. Vol04 Issue 4 Date 1996
[45] Aaker, D. Building Strong Brands. New York. The Free Press. 1996
[46] Upshaw, L. Building Brand Identity. New York. John. Wiley. 1995
[47] Low, G. and Fullerton, R. Brands, brand management, and the brand management system:a critical-historical evaluation, Journal of Market Research, 31,May, 1994
[48] Kotter, J. and Hekett, J. Corporate Culture and Performance. New York. Free Press. 1992
[49] http://www.emkt.com
[50] http://www.onIMC.com
[51] http://www.soufun.com
[52] http://house.21cn.com/
[53] http://house.163.com/
[54] http://house.sofu.com/
[55] http://www.td365.com
[56] http://www.house.focus.com.cn