WX房地产公司品牌价值提升战略规划研究.pdf

WX房地产公司品牌价值提升战略规划研究摘要随着我国房地产市场竞争加剧,房地产行业品牌竞争成了市场发展的必然。从房地产品牌特点出发,探讨房地产品牌价值提升的正确途径,对加强企业现代化管理,有效推进行业品牌价值的提升具有十分重要的意义。WX房地产作为安徽省房地产行业十强之一,制定了明确的品牌发展战略,提出以品牌力量推动企业实力增强、管理升级、规模扩张、利润增长。因此,如何提升WX房地产品牌竞争力是公司面临的非常重要和紧迫的问题。本文以品牌战略理论为依据,以芜湖WX房地产公司的品牌价值规划为研究对象, 通过对WX房地产公司目前品牌价值的现状分析,提出房地产企业品牌价值提升架构, 对WX房地产品牌价值中存在的主要问题进行分析,并结合WX房地产的实际情况, 提出了WX房地产品牌价值提升战略规划。总之,论文通过以上分析研究,力求为WX 房地产的品牌战略发展及实施提供一些具体可行的思路、方法和建议。目前,房地产企业的品牌意识和品牌观念已普遍提高,行业领导品牌的品牌价值大幅增长,品牌在推动企业发展方面的作用不断增强。本文提出的品牌价值组织架构将对 WX地产的发展和品牌影响力的提高,发挥一定作用,对同类房地产企业的品牌竞争力构建和提升,也将提供可行的操作方案和可借鉴的经验。关键词:品牌价值;房地产品牌价值;房地产品牌价值提升; RESEARCH ON STRATEGICALLY PLANNING PRoMOTION oF THE BRAND VALUE oFWX REAL PANY ABSTRACT With theincreasingly petition in real estate market,the brand valueinreal hasalready thefeatureoftherealestatebrand,thispaper explores theways ofpromoting thebrand value. And thiswillbeofgreatsignificance tostrengthen themodernized management of the enterprise,and todevelop realestate,aS one ofthetop tenof Anhui realestatemarket,formulates theexplicit branddeveloping strategyand advancesthe enhancement oftheenterprise power,the upgrade ofthe management,theexpansion inscope, and theincreaSe oftheprofit shouldbepropelled by thepower ,how topromote petitivepower ofWX realestatebrand isthe vitalandurgentproblem facedby pany. Inthispaper,a strategicmanagement theory ofbrandstrategy theory tothereal estate pany’S brandmanagement aStheresearchobject,This paper,based onthe study onthebrandtheory,according tOthedeveloping trendandthefeatureof thereal estate brand,proposes thedriving framework petitiveness oftherealestatebrand,gives ananalysis tothemajor problems inthebrand value ofWX real estate and formulatesthe promoting strategy onthebrand valueofWX real bined withitsactualcondition. Nowadays thebrand awareness and brandconcept inreal estate enterprise havebeen universally heightened,the brand value oftheleading brandin