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目 录
1 绪论1
1.1研究背景及意义1
1.2 研究内容及方法2
2 品牌及其相关理论4
2.1品牌的概念4
2.2品牌的作用4
2.3品牌建设的相关理论6
3 中小房地产企业品牌建设分析10
3.1中小房地产企业品牌建设的必要性10
3.2中小房地产企业品牌建设制约因素分析12
4 天晟房地产品牌建设SWOT分析14
4.1公司概况14
4.2品牌建设SWOT分析14
5 天晟房地产品牌建设策略19
5.1天晟房地产品牌建设战略定位19
5.2天晟房地产品牌监控和维护20
5.3天晟房地产品牌传播建设21
结束语25
参考文献26
致谢27

摘 要
目前，随着房地产市场的逐步规范化和消费者的需求的提高，我国房地产行业已经步入快速发展阶段。房地产市场的竞争不再单单以产品和价格为主，品牌已经成为房地产企业竞争的一个新的利器，房地产已经进入了品牌竞争阶段。品牌建设是企业占领市场、提高市场占有份额的重要手段，是企业做大做强的重要保证。基于目前我国房地产需求和供应情况可以预见，品牌建设必将成为房地产企业建立长期竞争优势的重要手段。
本文阐述了品牌学及市场营销相关理论，用SWOT分析方法对天晟房地产企业进行了分析，最后从品牌建设的战略定位、品牌监控与维护、品牌传播等多方面提出适合天晟房地产公司发展的策略。

关键词：品牌建设；天晟房地产；策略

Research on Brand Building Strategies of Tiansheng Real Estate Companies
Abstract
Now, with the gradual standardization of the real estate market and increase consumer demand, China's real estate industry has entered a stage of rapid development. The competitive real estate market is no longer just a product and price-based, brand has become a real estate business to a new competitive weapon, real estate has entered the stage of brand competition. Brand building is the corporate occupation of towel market, increase market share for towels important means is the important guarantee for enterprises bigger and stronger. Based on the current situation of China's real estate demand and supply can be predicted that brand building will become a real estate business to establish an important means of long-term competitive advantage. In this paper, branding and marketing theories, combined with the actual day itself Sheng real estate research firm. SWOT analysis on the day with a real estate enterprise Cheng analyzed the strategic positioning of brand building, brand monitoring and maintenance, and brand advertising for many days, Sheng proposed development strategy real estate company
Keywords: Brand building; Real Estate of Tiansheng; Strategy

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