某物业管理公司品牌战略研究

图书分类号：密 级：毕业设计(论文)南通葵花物业管理公司品牌战略讨论RESEARCH ON BRAND STRATEGY OF NANTONG KUIHUA PROPERTY MANAGEMENT CO. ,LTD.学生姓名班 级学 号学院名称专业名称指导老师摘要在我国，物业管理作为一个朝阳产业，呈现出良好的进展势头，推动了社会经济的进展。但是，行业迅速进展的同时竞争也在加剧，物业管理企业不仅拥有着巨大的进展机遇，也面临着前所未有的挑战。实施品牌战略已成为提高物业管理企业核心竞争力，赢得消费者信赖，取得良好效益的有效途径，也将是每个物业管理企业需要深化讨论的重要课题。本文以南通葵花物业为讨论对象。根据葵花物业品牌定位模糊、识别度低、知名度不高和美誉度一般的品牌建设现状，列举出了企业的优势、劣势、机会和威胁，并对其进行 SWOT 综合分析。最后，结合国内外物业品牌战略讨论的先进理论，确定了新时期葵花物业品牌战略。葵花物业的品牌战略包括两部分，一是葵花物业的品牌战略目标：在确定品牌定位、方便识别、品牌传播完成的基础上，对品牌知名度进行提升，增加消费者的青睐度，最终建立强势物业品牌，实现品牌扩张。二是葵花物业品牌战略推动计划，包括了品牌定位、品牌识别、品牌传播、品牌美誉和品牌忠诚这五个主要部分。希望本文能在品牌建设方面为葵花物业提供一些帮助。关键词：物业管理；品牌战略；SWOT 分析AbstractIn our country, property management as a rising industry, showing a good momentum of development, promote the development of social economy. However, the rapid development of industry and competition has intensified, property management companies not only have a tremendous development opportunity, also facing a hitherto unknown challenge. The implementation of brand strategy has become the core competitive power for property management enterprises, has won the trust of consumers, achieved good benefit effective way, also be each property management enterprises need in-depth study of the important issues.This paper takes Nantong Kuihua property as the object of study. According to the Kuihua property fuzzy brand positioning, identification of degree l...