徐州工程学院毕业设计（论文）PAGEIPAGEII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,b