蘭州市房地產(chǎn)品牌傳播策略研究.pdf

1、原創(chuàng)性聲明本人鄭重聲明：本人所呈交的學(xué)位論文，是在導(dǎo)師的指導(dǎo)下獨(dú)立進(jìn)行研究所取得的成果。學(xué)位論文中凡引用他人已經(jīng)發(fā)表或未發(fā)表的成果、數(shù)據(jù)、觀點(diǎn)等，均已明確注明出處。除文中已經(jīng)注明引用的內(nèi)容外，不包含任何其他個(gè)人或集體己經(jīng)發(fā)表或撰寫過的科研成果。對(duì)本文的研究成果做出重要貢獻(xiàn)的個(gè)人和集體，均己在文中以明確方式標(biāo)明。本聲明的法律責(zé)任由本人承擔(dān)。日期：立9坐叢3笸關(guān)于學(xué)位論文使用授權(quán)的聲明本人在導(dǎo)師指導(dǎo)下所完成的論文及相關(guān)的職務(wù)作品，知識(shí)產(chǎn)權(quán)歸

2、屬蘭州大學(xué)。本人完全了解蘭州大學(xué)有關(guān)保存、使用學(xué)位論文的規(guī)定，同意學(xué)校保存或向國(guó)家有關(guān)部門或機(jī)構(gòu)送交論文的紙質(zhì)版和電子版，允許論文被查閱和借閱；本人授權(quán)蘭州大學(xué)可以將本學(xué)位論文的全部或部分內(nèi)容編入有關(guān)數(shù)據(jù)庫進(jìn)行檢索，可以采用任何復(fù)制手段保存和匯編本學(xué)位論文。本人離校后發(fā)表、使用學(xué)位論文或與該論文直接相關(guān)的學(xué)術(shù)論文或成果時(shí)，第一署名單位仍然為蘭州大學(xué)。本學(xué)位論文研究?jī)?nèi)容：，韌可以公開口不易公開，已在學(xué)位辦公室辦理保密申請(qǐng)，解密后適用本授權(quán)

3、書。(請(qǐng)?jiān)谝陨线x項(xiàng)內(nèi)選擇其中一項(xiàng)打“√”)論文作者簽名：麴壘歪!!斂日期：坌殳!!：互：蘭《AResearchonBrandCommunicationStrategyofLanzhouCityRealEstateAbstractInrecentyears，therealestateindustryinChinahasachievedbyleapsandboundsdevelopment，thehouseisoneoftherigidde

4、mandsofthenational”thebasicnecessitiesoflife”，asaresult，thehealthydevelopmentofrealestateindustryhasgreatinfluenceonthehappinessofmillionsoffamilies，brandplaysahugeroleinregulatingandpromotingthehealthydevelopmentofreale

5、stateindustry，andbenefitingconsumerManydomesticrealestatedevelopershavebegunpromotingbrandcommunication，suchasShenzhenWanKe，ZhongHaiandSOon，havebeenshapedbecomefamousrealestatebrandinChinaincontrast，therealestateindustry

6、inLanzhouCityisdwarfed，becauseoftherestrictionofeconomicandconcepts，thebrandcommunicationconsciousnesshaslaggedbehind，however，alongwiththecountryregulatingtherealestatemarket，andthedayby—dayenhancementoftheconsumer’Srequ

7、esttolivingenvironment，thelocalrealestatemarketcompetitionwillbemoreintense，theimplementationofrealestatebrandcommunicationstrategyisimminentThispapermainlyusesthemethodsofdocumentaryanalysis，caseanalysisandinterview，and

8、analyzesthestudiesaboutthebrandcommunicationoftherealestateandtheoverallrealestatemarketdevelopmentoftheLanzhouCityThispapertakestherealestatebrandcommunicationliveofGansuTianQingRealEstateGroupCo，LTD，GansuTianHongJinYun

9、RealEstateCo，LTD，LanzhouZhongBangRealEstateCo，LTDwhichhavegoodreputationinLanzhouasexamples，fromthefiveaspectsofthepositioningstrategy，advertisingstrategy，PRstrategy，marketingcommunicationstrategyandinterpersonalcommunic

10、ationstrategy，describingtheimportanceofeachstrategyandcombiningwiththecasesanditsinfluencetothebuyersoftherealestatebusiness，tostudyandanalyzetheapplicationoftherealestatebrandcommunicationstrategyinLanzhou。Intheend，thea

11、uthorsummarizesthedeficienciesofthestrategy，andtriestOputforwardrelevantstrategiesandsuggestionstopromotethebrandcommunicationofLanzhourealestateindustry，andpromoteitshealthydevelopment警Keywords：RealEstateBrand，BrandComm