國內房地產企業品牌戰略研究—以金輝地產為例

隨著中國房地產行業的快速發展以及消費者對於生活品質的更高追求，房地產品牌的重要性日益凸顯。本文結合作者在金輝地產工作的實踐以及品牌相關的理論研究，以金輝地產為例，運用PEST分析法、波特五力分析法以及SWOT系統分析法等為研究手段，對金輝地產的內外部環境、行業競爭環境、標杆企業、品牌戰略、品牌架構等進行深入的分析和研究，提出了優化的金輝地產品牌戰略，同時建議金輝地產對品牌架構進行調整，對品牌戰略支撐體系進行梳理和優化，最終實現金輝地產的總體目標。具體來說，本文分為五個部分，第一部分是對目前房地產品牌的研究文獻進行梳理；第二部分是對金輝地產目前的內外部環境和自身現狀進行分析；第三部分是對金輝地產目前的品牌戰略進行評估；第四部門是對金輝地產的品牌戰略規劃；第五部門是金輝地產的品牌戰略實施。本文提出了四方面建議：第一，發揮金輝地產在產品設計、物業管理等方面的優勢，規避目前全國品牌影響力不足的劣勢，實現全國佈局、區域聚焦、城市領先；第二，對金輝地產現有的品牌架構進行優化，將住宅、商業、商住結合和物業四個子品牌重新進行梳理和定位；第三，在品牌實施方面，優化品牌傳播方式，制定多層次、全方位的品牌傳播方式；第四，制定金輝地產品牌戰略支撐體系，在組織結構、管理流程、市場行銷、品牌維護和危機管理等五個方面進行優化。

關鍵字

房地產品牌；品牌戰略；品牌實施；金輝地產

並列摘要

Real estate brand has become more and more important, according with the rapid development of Chinese real estate industry and higher pursuit of consumers’ living quality. Taking Radiance real estate as example, the paper combines the theory research with empirical research and PEST analysis, Potter five analysis method and SWOT system analysis and so on to make an analysis of competitive factors including the internal and external environment, benchmark and branding strategy and structure. This study proposes optimized branding strategy and structure, meanwhile, summarizes branding strategic support system. This study divides into five parts. Firstly, organizes literature research about real estate brand, secondly, analyzes internal and external environment of Radiance, thirdly, evaluates resent branding strategy of Radiance, fourthly, proposes optimized branding strategy of Radiance, fifthly, summarizes implementation of branding strategy. This study has raised four suggestions. Firstly, Radiance should strength advantages including product designing abilities and property management, focuses on layout nationwide, regional focus and city first. Secondly, Radiance should re-organize brand structure and re-position Residential, commercial, combination and property sub-brands. Thirdly, Radiance should draw up multi-level brand communication methods. Lastly, Radiance should plan brand support system including brand organization structure, management process, marketing, brand maintenance and crisis management.