改革开放四十年来，我国房地产市场发展迅速，商业地产在房地产行业中占比地 位也越来越重要。目前我国商业地产处于一个整合、变革时期，全球化进程不断加快， 商业体量空前庞大，消费模式不断升级，电子商务的兴起以及互联网、大数据等现代 技术的发展应用对传统的商业地产造成了巨大的冲击，而不断出台的房产政策加速了 商业地产的洗牌。在此背景下，商业地产急需打破传统的战略思想，以品牌战略为切 入点，深入研究商业地产公司所处的营销环境与消费者消费习惯的改变对品牌运营模 式的影响，对从而适应新趋势。 本文以 LC 公司商业地产品牌建设为研究对象，结合已有品牌建设基础理论及不 同公司品牌建设的优势与劣势对品牌建设进行实证分析，实证分析所使用的方法为层 次分析法。LC 公司品牌建设现状调查结果表明，该公司存在品牌意识缺乏、产品定 位不明确以及品牌影响力较差等三个主要问题。通过品牌影响力评价模式的构建及结 合 LC 公司进行实际情况分析可以发现 LC 公司品牌基础能力权重处于第一位，是 LC 公司品牌建设战略制定的关键因子，若要实现 LC 公司强大的品牌影响力，必须具备 足够的品牌基础能力。最后结合上述实证分析结果以及对 LC 公司的品牌建设现状提 出针对性建议，对 LC 地产公司的品牌战略优化以及长期发展具有重要意义。 关键字：商业地产 品牌运营 品牌策略II Abstract In the past 40 years of reform and opening up, my country's real estate market has developed rapidly, and commercial real estate has become more and more important in the real estate industry. At present, my country's commercial real estate is in a period of integration and transformation. The process of globalization is accelerating. The volume of commerce is unprecedentedly large. The consumption model is constantly upgraded. The rise of e-commerce and the development and application of modern technologies such as the Internet and big data have caused traditional commercial real estate. A huge impact, and the continuous introduction of real estate policies has accelerated the reshuffle of commercial real estate. In this context, commercial real estate urgently needs to break the traditional strategic thinking, take brand strategy as the starting point, and deeply study the influence of the marketing environment of commercial real estate companies and the changes in consumer consumption habits on brand operation models, so as to adapt to new trends . This article takes LC company's commercial real estate brand building as the research object, and combines the existing brand building basic theories and the advantages and disadvantages of different company brand building to carry out an empirical analysis of brand building. The method used in the empirical analysis is the analytic hierarchy process. The survey results of the status quo of LC company's brand building show that the company has three main problems: lack of brand awareness, unclear product positioning, and poor brand influence. Through the construction of the brand influence evaluation model and the analysis of the actual situation in combination with LC company, it can be found that the weight of the basic brand ability of LC company is in the first place, which is a key factor in the formulation of the brand building strategy of LC company. If LC company's strong brand influence is to be realized , Must have sufficient basic brand capabilities. Finally, combining the results of the above-mentioned empirical analysis and suggestions on the status quo of LC company's brand building are of great significance to the brand strategy optimization and long-term development of LC real estate company. Keywords：Commercial Real Estate Brand Operation Brand StrategyIII 目 录 摘要..............................................................................................................................I Abstract...........................................................................................................................II 第一章 绪论...................................................................................................................1 1.1 研究背景和意义...............................................................................................1 1.1.1 研究背景................................................................................................1 1.1.2 研究意义................................................................................................2 1.2 研究现状...........................................................................................................3 1.2.1 国外研究现状........................................................................................3 1.2.2 国内研究现状........................................................................................4 1.3 研究内容和方法...............................................................................................4 1.3.1 研究内容................................................................................................4 1.3.2 研究方法................................................................................................5 1.4 研究创新点.......................................................................................................6 1.5 研究思路...........................................................................................................6 第二章 商业地产品牌建设相关理论...........................................................................9 2.1 商业地产的概念...............................................................................................9 2.2 商业地产运营模式...........................................................................................9 2.2.1 只租不售模式........................................................................................9 2.2.2 出售模式..............................................................................................10 2.2.3 租售结合模式......................................................................................10 2.3 品牌建设相关概念.........................................................................................10 2.3.1 品牌建设的概念..................................................................................10 2.3.2 品牌建设的意义..................................................................................11 2.4 品牌建设相关理论.........................................................................................12 2.4.1 品牌定位..............................................................................................12 2.4.2 品牌设计..............................................................................................12 2.4.3 品牌传播..............................................................................................13 2.4.4 品牌延伸..............................................................................................14 第三章 商业地产品牌建设模式的研究.....................................................................15IV 3.1 美国商业地产品牌建设模式.........................................................................15 3.1.1 美国商业地产品牌建设模式的基本特征——以西蒙为例..............15 3.1.2 美国商业地产品牌建设主要内容.....................................................16 3.1.3 美国商业地产品牌建设模式的优缺点.............................................16 3.2 香港商业地产品牌建设模式.........................................................................17 3.2.1 香港商业地产品牌建设模式的基本特征——以太古为例..............17 3.2.2 香港商业地产品牌建设主要内容.....................................................17 3.2.3 香港商业地产品牌建设模式的优缺点.............................................18 3.3 国内商业地产品牌建设模式.........................................................................18 3.3.1 国内商业地产品牌建设模式的基本特征——以万达为例..............18 3.3.2 国内商业地产品牌建设主要内容.....................................................19 3.3.3 国内商业地产品牌建设模式的优缺点.............................................19 3.4 新时期商业地产品牌模式的构建.................................................................20 3.4.1 因地制宜，把好品牌设计关..............................................................20 3.4.2 借助信息技术，统筹品牌战略规划..................................................20 3.4.3 创新融资方式，优化品牌运营模式..................................................21 第四章 LC 公司品牌建设概况及调查分析................................................................23 4.1 LC 公司概况...................................................................................................23 4.2 LC 公司品牌建设现状调查...........................................................................23 4.2.1 LC 公司品牌调查问卷的说明............................................................23 4.2.2 LC 公司品牌调查问卷的描述性统计................................................24 4.2 LC 公司品牌建设问题及成因分析...............................................................25 4.2.1 缺乏鲜明的公司品牌个性..................................................................25 4.2.2 缺乏清晰的品牌建设策略.................................................................26 4.2.3 缺乏平衡的品牌认知..........................................................................27 4.2.4 缺乏统一的品牌设计.........................................................................27 4.2.5 缺乏统一的品牌建设.........................................................................28 第五章 LC 公司品牌影响力评价体系构建................................................................31 5.1 品牌影响力评价指标的设计原则................................................................31 5.2 品牌影响力评价指标体系的建立................................................................32 5.3 品牌影响力评价模型的构建........................................................................33 5.4 LC 公司品牌影响力评价指标权重确定.......................................................34 5.5 LC 公司品牌影响力评价结果分析...............................................................37 5.6 模糊综合评价................................................................................................39V 第六章 LC 公司品牌建设的策略分析.......................................................................41 6.1 LC 公司品牌建设的优化策略.......................................................................41 6.1.1 清晰品牌建设整体战略......................................................................41 6.1.2 制定品牌建设阶段目标......................................................................41 6.1.3 加强品牌宣传个性化..........................................................................42 6.1.4 延伸品牌区域影响力..........................................................................43 6.2 LC 公司品牌建设的管理体系.......................................................................44 6.2.1 健全品牌建设的内部管理体系..........................................................44 6.2.2 完善品牌建设的财务支持体系..........................................................45 6.2.3 强化品牌建设的人力资源体系..........................................................45 6.2.4 建立品牌建设的评价反馈体系..........................................................45 6.2.5 成立品牌的危机管理体系..................................................................46 第七章 结论.................................................................................................................47