圣約翰名邸的品牌營銷策略淺談.pdf

1、復(fù)旦大學(xué)碩士學(xué)位論文圣約翰名邸的品牌營銷策略淺談姓名：鄶洪亮申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：工商管理指導(dǎo)教師：韓中和2002.5.5!!堅(jiān)!!!塑堂塞：墨竺堡壘壁：墮曼壁董塑苧墮望盜AbstractChinawitnessedboomingdevelopmentintherealestateindustry，inthepasttenyears，assheadoptedthepolicyofreformingandopeningtotheworl

2、d、marketorientedeconomy，andjoinedintheWTO(WorldTradeOrganization)Greatimprovementwillbemadeinthisindustry，althoughtherearemanydifficultiesBecausetheperiodiSSOshortsincethebeginningofmarket—orientedeconomy，wemustadmitthat

3、thisindustryisnotwell—developedThisincludeslittleknowledgeandappreciationabouttheideaandvalueonmarketingEspecially，themarkethaschangedfromseller—orientedtobuyeroriented，themulti—nationalcompanywillcometoChinaThecompetati

4、ontomorrowwillbeacuteinthisfieldWemustbeinitiative，andtuffworkmustbedoneinordertoadapttothechallengeofcompetationInthesectionofmarketing，severalprinciplesmustbementionedandshouldbeappreciated，thatis：coreisthedemandofthec

5、ustomer；themarketingisanoverallprocess；somecharacteristicsintherealestateindustryareuniqueBrandstrategydiscussedinthisthesisisadvancedontheviewpointofbrandThisisalong—sightedstrategyOnthebasisofmarketingtheory，especially

6、intherealestateindustry，Thewriterdiscussthisquestionintheframeworkandonthesequenceasbelow：fromtheenvironmentanalysis，tothemarketposition，tothebrandstrategy，tothedesignstrategy，totheconstructionstrategy，tothepricestrategy