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摘 要： 最近几年，随着房地产行业的不断发展发展，资源的整合，国家各种政策法规的相继出台，房地产行业内竞争日益激烈，产业市场也由卖方市场转向买方市场。各开发商在营销推广上也更加注重了对项目品牌和开发商品牌的树立，让项目竞争融入了品牌号召力的较量，使项目规避单纯的价格竞争。由于处于买方市场，人们在买房时有了选择，购买过程中的感性分析增加，推广出好的，认知度高的品牌可以缩短消费者购买的周期，实现营销利益的最大化。本文在对淮安市房地产的发展现状分析基础上对帝景豪庭制定的品牌推广方案。方案从项目特色中提炼出价值体系结构，在此基础上给予了项目准确的品牌地定位，并分阶段推出一系列的品牌广告推广与活动推广，提高公众对项目的认知程度，促进销售的最大化。并找出推广过程中不足的地方及改进措施。从侧面反映出了品牌推广在房地产销售过程中的重要性与必要性。54154
本文是从设计选题说明、课题简介、设计依据和设计的价值这几个方面对毕业设计淮安市帝景豪庭品牌推广进行补充说明。
毕业论文关 键 词：品牌，营销，世邦房产，价值体系，推广策略
Abstract: In recent years, with the development of real estate industry development, the integration of resources, national policies and regulations promulgated, the real estate industry competition is becoming increasingly fierce, industry market from a seller's market to a buyer's market. The developers in marketing also pay more attention to set up the project brand and brand of developers, project competition into the brand appeal of the contest, make the project to avoid the simple price competition. Because in a buyer's market, people have a choice to buy a house, buy the perceptual analysis in the process of increase, promotion of good, high awareness of the brand can shorten the cycle of consumers buy, maximize the marketing interests. Based on the analysis of brand promotion scheme based on the Dijinghaoting formulated in the development status of Huaian City real estate. Scheme refines the structure system of value from the project characteristics, on the basis of the project to give accurate brand positioning, and the phased introduction of a series of brand advertising and promotion activities, improve the public awareness of the project, to maximize sales promotion. And find out the deficiency in the process of popularization and improvement measures. From the side reflects the brand promotion in the real estate sales in the process of the importance and necessity.
This article is from the design topic, topic introduction, the value of design basis and design of several aspects of the graduation design Dijinghaoting brand extension in Huaian city were added.
Keywords: brand, marketing, global property, value system, promotion strategy
目 录
1 设计选题说明 4
1.1 选题原因说明 4
1.2 项目概况 4
1.3 设计目的和要求 4
1.4 数据资料选取 4
1.5 设计重点难度 5
1.6 设计实现的可能性 5
2 设计依据 5
2.1 理论与方法 5
2.2 参考文献的作用 6
3 设计的技术路线 6
4 设计成果分析 7
4.1 设计结论分析