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研究RESEARCHONBRANDSTRATEGYOFNANTONGKUIHUAPROPERTYMANAGEMENTCO.,LTD.学生姓名班级学号学院名称专业名称指导教师徐州工程学院毕业设计（论文）摘要在我国，物业管理作为一个朝阳产业，呈现出良好的发展势头，推动了社会经济的发展。但是，行业迅速发展的同时竞争也在加剧，物业管理企业不仅拥有着巨大的发展机遇，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入研究的重要课题。本文以南通葵花物业为研究对象。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研究的先进理论，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进计划，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I徐州工程学院毕业设计（论文）AbstractInourcountry,propertymanagementasarisingindustry,showingagoodmomentumofdevelopment,promotethedevelopmentofsocialeconomy.However,therapiddevelopmentofindustryandcompetitionhasintensified,propertymanagementcompaniesnotonlyhaveatremendousdevelopmentopportunity,alsofacingahithertounknownchallenge.Theimplementationofbrandstrategyhasbecomethecorecompetitivepowerforpropertymanagemententerprises,haswonthetrustofconsumers,achievedgoodbenefiteffectiveway,alsobeeachpropertymanagemententerprisesneedin-depthstudyoftheimportantissues.ThispapertakesNantongKuihuapropertyastheobjectofstudy.AccordingtotheKuihuapropertyfuzzybrandpositioning,identificationofdegreelow,doesnothavehighvisibilityandreputationofthebrandconstructionpresentsituation,enumeratedthebusinessadvantages,disadvantages,opportunitiesandthreats,anditsSWOTanalysis.Finally,thecombinationofdomesticandforeignpropertyonthebrandstrategyofadvancedtheory,decidednewperiodKuihuapropertybrandstrategy.Kuihuapropertybrandstrategyincludestwoparts,oneistheKuihuapropertybrandstrategicobjectives:brandpositioning,convenientindeterminingrecognition,brandcommunicationiscompletedonthebasisofbrandawareness,promotion,increaseconsumers,eventuallybuildstrongpropertybrand,brandexpansion.TwoKuihuapropertybrandstrategypromotionplan,includingbrandpositioning,brandrecognition,brandcommunication,brandreputationandbrandloyaltyofthefivemainparts.IhopethispapercaninbrandbuildingforKuihuapropertytoprovidesomehelp.KeywordsPropertymanagementBrandstrategySWOTanalysisII徐州工程学院毕业设计（论文）目录1绪论..............................................................................................................................................11.1研究背景及意义...................................................................................................................11.1.1研究背景.......................................................................................................................11.1.2研究意义.......................................................................................................................11.2研究内容.....................................................................................
