论文标题:恒达集团品牌经营研究
A Preliminary Study of Enterprise"s Human Resources Management and Its Accounting Measurement---The Sample of Haier Group
论文作者 周青
论文导师 何炼成；王忠民,论文学位 硕士,论文专业 工商管理
论文单位 西北大学,点击次数 93,论文页数 52页File Size2359k
2003-04-01论文网 http://www.lw23.com/lunwen_512671472/ 品牌;品牌价值;品牌权益;房地产
Brand,Brand Value,Brand Equity,Real estate.
伴随着社会经济从数量型到质量型的过渡，品牌的市场价值被越来越多的企业所认识。产业界逐渐发现品牌意识、认知价值、顾客忠诚度和强有力的品牌个性关联度是市场竞争中必不可少的利器。中国的房地产市场自从进入真正意义上作以来，其营销竞争先后经历了地段、规划、质量、概念等几个阶段，至今已发展到品牌竞争的新阶段。 本文论述了长沙恒达房地产开发集团在新的竞争形势及省内房地产业新的趋势下，形成以品牌经营为核心的经营模式的全过程。并在结合相关理论的基础上，回答了房地产品牌的核心价值是什么，说明了品牌建设对房地产企业的发展的重要作用，阐述了房地产企业品牌经营的管理内容，并初步设计了房地产品牌价值评估方法。力求对房地产企业建设品牌及实施品牌化经营有全面、清晰的认识和把握，也希望文中论述的恒达公司在品牌建设中取得的一些经验和成果，能对同类企业有一定的借鉴和示范作用。
Along with the transition of society economy from quantity kind to quality kind, the market value of brand is recognized by more and more enterprises. The industry gradually finds that the relation degree of brand awareness, recognition value, customer loyalty and powerful brand is a necessary weapon in the market competition. Since the real estate market in China entered the real market operation, its marketing competition witnesses such phases: area, design, quality and conception; so far, the competition has developed to the new phase of brand competition.The thesis discusses the whole process that under the new competitive situation and the new trend of the Real Estate Industry of Hunan province, Changsha Hengda Real Estate Developing Group forms the operation mode centered on Brand Operation. Based on the combination with some relative theories, this thesis answers the core brand value of Real Estate, explains the important role that Brand Construction plays on the Real Estate Enterprises, elaborates the management content of brand operation of Changsha and simply designs the evaluation method of brand equity of the Real Estate.This thesis manages to recognize and grasp wholly and clearly the brand construction and the practice of brand operation within the real estate enterprises. In the end, the author hopes that some conclusions and the successful experience of Hengda company can set an example and have synergistic aspect for the some kind enterprises" management.Qing, Zhou (MBA2000) Directed by:
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