發(fā)布時間：2018-04-16 18:21

  本文選題：視覺形象 + 地產(chǎn)品牌　； 參考：《福州大學(xué)》2014年碩士論文

【摘要】：中國房地產(chǎn)市場邁入商業(yè)化,是從一九九八年國家基本停止福利分房制度開始的,到九十年代有了一定的規(guī)模。在國家相關(guān)財政政策的扶持和城鎮(zhèn)化建設(shè)步伐加快的雙重影響下,房地產(chǎn)市場經(jīng)濟占國內(nèi)GDP總量的比例在近幾年逐年增加,取得了令人矚目的成就,房地產(chǎn)業(yè)儼然已經(jīng)上升為中國的支柱產(chǎn)業(yè)。隨著地產(chǎn)的商業(yè)化,開發(fā)商開始提升建筑的品質(zhì),關(guān)注對品牌的打造,增強服務(wù)管理,提升自身的核心競爭力。建立Ⅵ視覺識別系統(tǒng)是開發(fā)商提升樓盤品牌形象的有效途徑,Ⅵ視覺識別系統(tǒng)能把樓盤標(biāo)志等基礎(chǔ)元素做規(guī)范化的延伸拓展,形成固有的品牌形象,擴大了樓盤的知名度。要設(shè)計好VIS,使其能夠深入人心,除了要滿足普遍意義上的審美需求之外,還應(yīng)該契合購房者的心理需求。全文以筆者實際的工作經(jīng)驗為基礎(chǔ),·并查閱了大量行業(yè)信息及相關(guān)論文資料。論文共由五大章節(jié)組成：第一章緒論,闡述了論文選題的理由和研究方法、房地產(chǎn)行業(yè)的特點以及視覺形象對于地產(chǎn)品牌的意義。第二章分析了購房者的心理需求。購房者心理的研究理論基礎(chǔ)是消費心理學(xué),本章從消費心理學(xué)的角度對不同的購房群體進行劃分,挖掘其心理需求的差異性。中國人愛房子,購房理由也不盡相同,對于房子這樣的大件消費品,購房者在選擇上必定是慎重的,哪些因素會影響購房者的選擇傾向,是開發(fā)商需要了解并掌握的。第三章首先探討了地產(chǎn)品牌視覺形象是如何介入樓盤的營銷推廣以及所起到的作用,接著論述了地產(chǎn)品牌視覺形象設(shè)計中契合購房者心理需求的原因和優(yōu)勢。伴隨著國內(nèi)經(jīng)濟的發(fā)展和地產(chǎn)市場的逐漸成熟,從購房者到開發(fā)商對于商業(yè)地產(chǎn)都有了更深層次的認識,對地產(chǎn)品牌視覺形象也有了更高的要求。開發(fā)商要提升市場競爭力,就必須讓品牌視覺形象更具特色,品牌視覺形象設(shè)計之初就需要考慮到購房者的心理需求,這樣不僅能讓客戶對樓盤產(chǎn)生良好的第一印象,同時還能幫助開發(fā)商進一步明確項目的定位。第四章通過研究三個樓盤項目的實際案例,分析了地產(chǎn)品牌視覺形象的應(yīng)用現(xiàn)狀,尋求當(dāng)今地產(chǎn)品牌視覺形象存在的主要問題。第五章對以上章節(jié)的主要內(nèi)容進行總結(jié),闡述了論文提出的設(shè)計原則,對如何做好房地產(chǎn)品牌視覺形象提出了一些建議。本章節(jié)還加入了筆者親自參與的設(shè)計案例,并就日常工作中的所見所聞,對未來地產(chǎn)品牌視覺形象的發(fā)展趨勢提出了自己的觀點。
[Abstract]:China entered the commercial real estate market, is basically stopped from 1998 the country began the welfare housing system, 90s to a certain scale. The dual influence on the national fiscal policy support and accelerate the pace of urbanization, the real estate market economy accounted for the total domestic GDP ratio increased year by year in recent years, achieved the remarkable achievements, the real estate industry seems to have risen as a pillar industry of Chinese. With the real estate business, developers began to improve the quality of the construction, attention to brand building, enhance service management, enhance their core competitiveness. The establishment of visual identification system is an effective way to enhance the real estate developers brand image, visual identity the system can real estate signs such as basic elements extended standardized development, the formation of the inherent brand, expand the market visibility to the design. Good VIS, so that it can be popular, in addition to meet the aesthetic needs of common sense, but also should fit the buyers psychological needs. According to the author's actual work experience, and access to a large number of information industry and the relevant papers. The thesis consists of five chapters: the first chapter is the introduction section, this the reason of this topic and research methods, the significance of the characteristics of the real estate industry and the real estate brand visual image. The second chapter analyzes the psychological needs of buyers. The buyers psychology is the theoretical basis of the research of consumer psychology, to classify the different groups of buyers from the consumer psychology, the psychological differences in mining demand. Chinese house purchase for love, are not the same, for such a large house consumer goods, buyers must be careful in the choice, what factors will affect the buyers Choice tendency is that developers need to understand and master. The third chapter discussed the real estate brand image is how to get involved in real estate marketing and promotion of the role played by, and then discusses the real estate brand image design with reason psychological needs of buyers and advantages. With the development of the domestic economy and the real estate market mature, from property buyers to developers for commercial real estate will have a deeper understanding of the real estate brand image, also have higher requirements. Developers to enhance the market competitiveness, we must make the brand image more distinctive brand image design at the beginning, we need to consider the purchase of psychological needs. This will not only allow customers to create a good first impression on the real estate developers, but also help to further clarify the positioning project. In the fourth chapter, through the research of three real estate projects The actual case, analyzes the application status of the real estate brand image, seeking the main problems in today's real estate brand image. In the fifth chapter, the main contents of the above chapters are summarized, elaborated the design principles proposed in this paper, the visual image and puts forward some suggestions about how to do the real estate brand. This chapter also joined the design the author personally involved in the case, and the daily work of the future development trend of what one sees and hears, real estate brand image to put forward their own views.

【學(xué)位授予單位】：福州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：J524

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