经济新常态下物业企业品牌化发展战略研究
Brand Strategic Study of Property Enterprise under the New Normal Economy

作者: 鄂丽丽 :北京市商业学校研究所,北京 ;

关键词: 物业服务市场品牌化发展“组合拳”式战略Property Services Market Brand Development Brand Portfolio Methods

摘要:
本文在对中国物业服务行业特征以及行业发展驱动因素深入研究的基础上,研判经济新常态下物业服务业未来发展趋势,并尝试提出构建物业企业品牌化战略发展的理念,及实现品牌化发展的“组合拳”式措施建议,以期为新常态下物业企业的发展战略提供借鉴。

Abstract: Based on the comprehensive research of the characteristic of Chinese property management business and the drive of this industry, this article is aiming to explain the trend of the business under the circumstance of new normal economy in the future, is trying to give a proposal of how to build up the concept of brand strategy of property enterprise and how to conduct the brand port-folio methods as well, and intends to provide valuable opinions for the future develop the property enterprise.

文章引用: 鄂丽丽 (2015) 经济新常态下物业企业品牌化发展战略研究。 现代管理, 5, 65-70. doi: 10.12677/MM.2015.53010

参考文献

[1] 杨萌 (2013) 关于物业管理转型的思考.中国物业管理, 7, 10-13.

[2] 中国物业管理协会 (2013) 物业管理行业发展报告, 10.

[3] 唐辉亮, 舒晓婷 (2014) 中国经济转型升级的历史沿革与理论创新. 商业时代, 7, 34-35.

[4] Pamela, W.H. and Joseph, A.C. (2003) Building strong brands in Asia: Selecting the visual components of image to maximize brand strength. International Journal of Research in Marketing, 20, 297-313.

[5] Harish, K. and Louise, A.H. (2009) Brand positivity and competitive effects on the evaluation of brand extensions. International Journal of Research in Marketing, 26, 228-237.

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