随着经济全球化的不断深入，我国房地产欧亿·体育（中国）有限公司也进入了高自由度、综合发 展的阶段，市场的竞争愈发激烈。房地产企业已不再以产品质量作为唯一的竞 争力衡量指标，市场需求标准的不断提高促使房地产企业不得不重视企业品牌 建设的重要性，而从以往单纯推销商品转变为以企业品牌为核心的品牌营销。 目前，我国房地产市场竞争中已经崛起的大型房地产企业，已经全面关注品牌 力的建设与推广，而我国中小房地产企业大多仍局限于住房自身的居住功能建 设，忽视了市场及消费者对住房产品需求已经提升到了精神层面的满足。中小 房地产企业必须通过实施品牌战略，进行品牌营销和推广，来树立良好品牌形 象，并最终通过被市场及消费者所认可的品牌来提升企业的核心竞争力，进而 在激烈市场竞争中抢得先机。 江西兴旺房地产是赣东地区一支新近突起的能够引领房地产科技创新的地 产新军，其不仅有着强烈的社会责任感，同时也具有现代化的企业管理制度， 公司内部各职能机构设置合理，规章管理制度完善，部门之间分工明细、沟通 协调机制顺畅，具有较强专业化的项目开发管理能力，同时也拥有较雄厚的资 金保障。本文在借鉴国内外企业品牌营销相关研究成果和实践经验的基础上， 分析了保利地产、绿地集团等国内知名房地产企业品牌营销的实践经验，探究 了江西兴旺房地产品牌营销的实施环境及自身存在的问题，进而提出了江西兴 旺房地产品牌定位、品牌营销的原则及其实施品牌营销的具体策略。主要结论 有： （1）包括江西兴旺房地产在内的房地产企业要重视房地产品牌营销的作用，全 方位、立体地实施品牌营销战略是包括江西兴旺房地产在内的房地产企业成熟 的标志，更是适应现代市场的产物。（2）保利地产和绿地集团品牌营销战略的 II 实践表明，对品牌营销进行维护宣传，能够达成企业战略性扩张之目的，同时 也能够维护企业品牌在我国内地市场的重要市场地位。品牌营销是江西兴旺房 地产立于不败之地的关键举措，同时也是其保持可持续发展的强劲动力。（3） 政府针对宏观经济、金融体系、房地产市场的诸多调控政策及措施，已经明确 了我国房地产市场特别是住宅市场的长期发展方向和政策取向。江西兴旺房地 产应结合房地产欧亿·体育（中国）有限公司品牌营销的宏观环境和自身在品牌建设的认识、品牌的定 位与设计、品牌的整合传播等方面现存问题，按照市场性、前瞻性、优势性、 准确性和可行性等原则，通过优化管理模式、提高产品质量、提升服务水平、 加强人才管理，塑造企业文化等举措实施江西兴旺房地产品牌营销战略。（4） 细分房地产市场、细分消费者群体，对细分之后的市场进行专门研究，然后得 出准确的市场定位和目标客户定位，不仅能够使江西兴旺房地产产品营销服务 更加精确，保证房地产产品服务与消费者需求两者能更好契合，而且也能改善 提升江西兴旺房地产品牌营销服务管理的水平。客户关系管理在江西兴旺房地 产的品牌营销活动，以及服务提升活动中有至关重要的作用。良好的客户关系 管理体系的构建和完善，可以为江西兴旺房地产提供品牌营销的路径和营销渠 道。同时，科学有效的客户关系管理也能使江西兴旺房地产针对客户的服务更 具有专业性和科学性，进而能够真正对其房地产品牌营销服务的水平和质量起 到提升和保障作用。 关键词：江西兴旺房地产；品牌营销；现状与问题；品牌整合传播；品牌营销 战略 III Abstract Withthedeepeningofeconomicglobalization,China'srealestateindustryhas enteredahighdegreeoffreedomandcomprehensivedevelopmentstage,themarket competitionisbecomingincreasinglyfierce.Allrealestatecompaniesarenolonger tothequalityofproductsastheonlymetricsofcompetitivemarketdemand, continuousimprovementofstandardstopromoterealestateenterpriseshavetopay attentiontotheimportanceofcorporatebrandbuilding,fromthepastsimplysell goodsintothecorporatebrandasthecorebrandmarketing.Atpresent,hasbeenthe riseofChina'srealestatemarketcompetitioninthelargerealestatecompanies,have alreadypayattentiontothebrandconstructionandpromotionofcomprehensive strength,constructionandfunctionoflivinginourcountrysmallandmedium-sized realestateenterprisesarestillconfinedtothehousingitself,ignoringthemarketand consumerdemandforhousingproductshasbeenraisedtospiritual satisfaction.Smallandmedium-sizedrealestateenterprisesmustthroughthe implementationofbrandstrategy,brandmarketingandpromotion,toestablisha goodbrandimage,andfinallyrecognizedbythemarketandconsumerbrandto enhancethecorecompetitivenessofenterprises,andtoseizetheinitiativeinthe fiercecompetitioninthemarket. Jiangxiboomingrealestateisanewprojectionofthescienceandtechnology innovationcanleadtherealestaterealestateXinjun,whichnotonlyhasastrong senseofsocialresponsibility,butalsohasamodernenterprisemanagementsystem, IV settingupreasonableinternalorganization,rulesmanagementsystemperfect, detaileddivisionoflabor,communicationandcoordinationbetweendepartmentsthe mechanismissmooth,withstrongprofessionalprojectdevelopmentand managementskills,butalsohaveastrongfinancialindemnification.Inthispaper,on thebasisofdomesticandforeignenterprisesbrandmarketingrelatedresearch resultsandpracticalexperience,exploresthepracticeexperienceoftheenterprise well-knownrealestatestatusandGreenlandGroup,PolyRealestate,analyzes JiangxiprosperousrealestatebrandmarketingMacroenvironmentandtheexisting problems,andputsforwardtheJiangxiboomingrealestatebrandpositioning,brand marketingprinciplesandspecificstrategiesfortheimplementationofbrand marketing.Themainconclusionsareasfollows: (1)Therealestateenterprises,includingJiangxi'sboomingrealestateindustry, shouldattachimportancetotheroleofbrandmarketing.Theimplementationof brandmarketingstrategyinalldimensionsandthreedimensionsisasignof maturityoftherealestateenterprisesincludingtheprosperoushousing,anditisalso theproductofadaptingtothemodernmarket. (2)BaolirealestateandGreenlandGroup'sbrandmarketingstrategypractice showsthatbrandpromotioncanachievethepurposeofstrategicexpansion,andalso maintainthebrandandtheimportantpositionofthebrandinthemainlandmarket. Brandmarketingisthekeymeasurefortherealestateenterprisetoremain invincible,anditisalsoastrongmotiveforceforthesustainabledevelopmentofthe realestateenterprises. (3)Thegovernmenthasmadeclearthelong-termdevelopmentdirectionand policyorientationofChina'srealestatemarket,especiallythehousingmarket,in viewofmanymacro-controlpoliciesandmeasuresofmacroeconomy,financial systemandrealestatemarket.Jiangxiprosperousrealestatebrandmarketingshould V becombinedwiththemacroenvironmentoftherealestateindustryanditsbrand awareness,brandpositioning,brandintegrationanddesignaspectsoftheexisting problems,theterminalpositioningintherealestatemarket,accordingtomarket, prospective,advantage,accuracyandfeasibilityprinciple,throughoptimizing managementmode,improvethequalityofproductstoenhanceservicelevel, strengthenpersonnelmanagement,enterpriseculturebuildinginitiativessuchasthe implementationofbrandmarketingstrategyofJiangxirealestateboom. (4)Dividingtherealestatemarket,segmenttingtheconsumergroups, conductingspecialresearchonthemarketafterthesubdivision,andthenobtain accuratemarketpositioningandtargetcustomerpositioning,whichnotonlycan makeJiangxiprosperousrealestateproductmarketingservicemoreprecise, guaranteerealestateproductserviceandConsumerdemandcanbettermatch,andit canalsoimprovethelevelofmanagementofJiangxi'sprosperousrealestatebrand marketingservices.Customerrelationshipmanagementplaysavitalroleinthe brandmarketingactivitiesofJiangxiXingwangRealEstateandtheservice promotionactivities.Theconstructionandimprovementofagoodcustomer relationshipmanagementsystemcanprovideabrandmarketingpathandmarketing channelforJiangxiXingwangRealEstate.Atthesametime,scientificandeffective customerrelationshipmanagementcanalsomakeJiangxiXingwangRealEstate moreprofessionalandscientificforitscustomers'services,andthuscantruly enhanceandguaranteethelevelandqualityofitsrealestatebrandmarketing services. KeyWords:Jiangxiprosperousrealestate;Aurrentsituationandproblems; Brandmarketing;Brandintegrationcommunication;Brandmarketingstrategy VI 目录 摘要...................I Abstract...................III 第1章绪论........1 1.1研究背景与意义......................1 1.1.1研究背景.........1 1.1.2研究意义.........2 1.2研究综述...4 1.2.1国外研究综述.4 1.2.2国内研究综述.5 1.2.3文献述评..........6 1.3研究内容...7 1.4研究方法...8 1.5研究创新....8 第2章房地产品牌营销的相关理论.10 2.1品牌的相关理论.....................10 2.2品牌营销的相关理论.............15 2.2.1品牌营销定义..............................15 2.2.2品牌营销战略15 2.3房地产品牌营销战略的相关理论........................16 2.3.1房地产品牌....16 2.3.2房地产品牌营销战略...................17