长春润德房地产开发有限公司是长春市仅有的几家国有性质的房地产开发
企业之一，公司成立以来，一直以完成政府下达的指令性保障性住房建设任务为
主要工作。在长春市政府的大力支持下，经过 5 年多的发展，公司的整体开发规
模已达到 50 多万平方米，公司的人员配备和内部管理也日趋完善。但随着国有
企业改革的深化，政府对国有企业的支持将大大减弱，企业现有的经营模式将不
能满足长远发展的需要，企业未来面临着巨大的竞争压力
在国企改革背景下，如何对企业品牌进行定位，已成为企业管理者们需要深
入探讨的问题。本论文首先通过阅读大量文献材料，对国内外品牌定位和企业品
牌定位的理论研究情况进行了概述；其次结合长春润德房地产开发有限公司的实
际情况，在对企业决策者、不同消费者进行深度访谈的基础上，对企业品牌定位
现状、存在问题及企业品牌定位的宏微观环境进行了分析；最后设计出一套适合
长春润德房地产开发有限公司的企业品牌定位方案，将长春润德房地产开发有限
公司的企业品牌定位分为找位、选位、提位、到位和调位 5 个步骤，同时提出了
实施企业品牌定位的 4 个保障措施，包括人力保障、管理和制度保障、财力保障
及文化保障；最后还提出了检验品牌定位是否有效的 5 个评估办法
希望本文的研究成果能够为类似的国有房地产企业的品牌定位提供一定的
参考，帮助他们提升品牌竞争力，在激烈的市场竞争中脱颖而出
关键词：国企改革；房地产企业；企业品牌定位II
Abstract
With the development of national economy, the development of China&39;s real
estate industry has entered a high-speed period. The competition in real estate
industry is increasingly heated. More and more real estate developers launched
large-scale operations, industry standards have continually improved and the products
became more and more homogeneous. Under this situation, many developers have
realized that if they want to get success in the fierce market competition, they must
depend on the power of the brand. Therefore, enhancing enterprise’s brand
competitiveness is essential for real estate enterprises. A correct and effective brand
positioning is the foundation of an enterprise’s brand construction, and is the premise
of successful brand operation.
Changchun Rudder real estate development Co.,Ltd. is one of the few
state-owned real estate development enterprises in Changchun City. Since it
established，it has been accomplishing the indemnificatory housing construction
tasks assigned by the government. Under the strong support of the government, the
developing scale of Changchun Rudder real estate development Co.,Ltd. has reached
more than 500,000 square meters, the staffing and internal management is becoming
more and more perfect. With the deepening of the reform of state-owned enterprises,
government’s support for state-owned enterprises is on the decrease, the existing
business model of the company can not meet the needs of long-term development, so
state-owned enterprises will face huge pressure of competition in the future.
Under the background of reform of state-owned enterprises, the managers must
research how to implement enterprise brand positioning. By reading a lot of literature
material, we summarize the domestic and foreign brand positioning theory and
enterprise brand positioning theory. Then, combined with the actual situation of
Changchun Rudder real estate development Co.,Ltd., we analyze the developing
situation, problems and the macro and micro environment of the company’s brand
positioning based on depth interviews with enterprise’s decision makers and
consumers. Finally, this paper designs a suitable plan for the company’s enterprise
brand positioning including 5 procedures: seek position, choose position, improve
position, reach position and adjust position, at the same time, this paper give 4
safeguard measures including human resource security, management and system
security, financial security and cultural security. Finally, this paper puts forward 5
assessment methods to test the validity of brand positioning.III
As a reference, we hope that the research result of this paper will contribute to
the brand positioning of real estate development enterprises and help them to enhance
the brand competitiveness, and win in the fierce market competition.
Keywords: Reform of state-owned enterprises ； Real estate development
enterprises；Enterprise brand positioningIV
目 录
摘要I
ABSTRACT...........II
第 1 章 绪 论.......1
1.1 研究背景与研究意义....1
1.1.1 研究背景 ........1
1.1.2 研究意义 ........2
1.2 国内外研究现状........2
1.2.1 国外研究现状 ....2
1.2.2 国内研究现状 ....3
1.3 研究思路和方法........5
1.3.1 研究思路 ........5
1.3.2 研究方法 ........5
1.4 研究的创新点..........6
第 2 章 品牌定位相关理论概述..........7
2.1 品牌定位相关理论......7
2.1.1 品牌定位理论的演进 ..........7
2.1.2 品牌定位的概念 ..8
2.1.3 品牌定位的目标 ..9
2.1.4 品牌定位的原则 ..9
2.1.5 品牌定位的过程 .10
2.2 企业品牌定位相关理论.11
2.2.1 企业品牌定位的内涵 .........11
2.2.2 企业品牌定位的外延 .........11
2.2.3 房地产企业品牌定位理论 .....11
第 3 章 长春润德房地产开发有限公司企业品牌定位现状及深度访谈研究....13
3.1 长春润德房地产开发有限公司品牌定位现状分析...13
3.1.1 企业基本情况 ...13
3.1.2 企业品牌定位现状分析 .......13
3.2 针对长春润德房地产开发有限公司企业品牌定位的深度访谈研究.14
3.2.1 访谈内容设计 ...14
3.2.2 长春市国有房地产企业高层决策者访谈 .....16
3.2.3 消费者访谈 .....18
3.3 长春润德房地产开发有限公司企业品牌定位问题分析...........22
第 4 章 长春润德房地产开发有限公司企业品牌定位环境分析..24
4.1 长春润德房地产开发有限公司企业品牌定位宏观环境分析.......24
4.1.1 经济环境分析 ...24
4.1.2 政策环境分析 ...24
4.1.3 市场环境分析 ...27V
4.2 长春润德房地产开发有限公司企业品牌定位微观环境分析.......29
4.2.1 企业组织管理能力分析 .......29
4.2.2 企业资源获取能力分析 .......30
4.2.3 企业财务管理和融资能力分析 .31
第 5 章 长春润德房地产开发有限公司企业品牌定位设计与实施保障........33
5.1 长春润德房地产开发有限公司企业品牌定位总体思路...........33
5.2 长春润德房地产开发有限公司企业品牌定位步骤...33
5.2.1 企业品牌找位 ...33
5.2.2 企业品牌选位 ...34
5.2.3 企业品牌提位 ...35
5.2.4 企业品牌到位 ...35
5.2.5 企业品牌调位 ...37
5.2.6 企业品牌定位总结 ...........37
5.3 长春润德房地产开发有限公司企业品牌定位实施保障...........38
5.3.1 人力资源保障 ...38
5.3.2 管理和制度保障 .38
5.3.3 公司财力保障 ...39
5.3.4 企业文化保障 ...40
5.4 企业品牌定位评估.....40
第 6 章 结论与展望..42
6.1 本文的主要研究结论...42
6.2 不足之处及未来展望...42
参考文献......
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