搜房网品牌提升策略研究
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摘要
互联网和房地产是近十年中国发展最快同时也备受关注的两个产业,处于这两个产业交叉点的中国房地产网络市场近年风起云涌。除了传统的房地产行业垂直网站外,综合门户网站、分类信息网站以及一些新型房地产网站的加入,让房地产网络市场硝烟四起,竞争激烈。如何在残酷的市场竞争中立于不败之地,网站之间的竞争归根结底是品牌的战争。
本文以房地产网站中目前市场占有率最高的搜房网作为研究对象。搜房网作为老牌房地产网站,目前成为全球最大的房产家居网络平台,然而面对快速发展的互联网技术和用户习惯的改变,搜房网在品牌提升过程中面临种种问题,需要我们一一去分析和解答。
本文首先阐述了品牌的基本理论,包括品牌的定义、发展和作用,从中引申出网站品牌的含义和评价指标,介绍分析了常用的几种品牌策略,为提炼搜房网品牌提升策略提供了理论基础。
其次,本文通过分析搜房网运营现状和竞争状况,用SWOT分析法剖析了搜房网的内部优劣势和外部存在的机会和威胁,对比分析了与主要竞争对手的核心指标和品牌的竞争点,论证了搜房网实施品牌提升的必要性和紧迫性。
第三,根据搜房网在品牌营销方面存在的问题,提出了搜房网品牌提升策略。主要从搜房网用户角度和常用三种品牌策略的对比分析后,选择了主副品牌策略;然后对其主副品牌进行了定位分析;根据品牌提升核心结构,重点给出了提升搜房网产品质量、提升品牌整合营销传播力度和建立品牌管理支撑体系。最后对部分策略进行了实施。
本文主要采用资料文献分析、用户面对面访谈等方法,借鉴传统品牌提升中的方法,结合网站品牌的特点,为网站品牌的提升提供了策略和思路。网站品牌提升相对于传统品牌建设还处于刚刚起步的阶段,专家学者对此研究相对较少,本文希望通过对搜房网品牌提升策略的探讨,为房地产行业网站品牌建设提供一个思路,同时对其它行业网站的品牌研究添砖加瓦。
The Internet and real estate are two of the fastest developing industries which have gained much attention during the recent ten years in China. The Chinese real estate Internet market, positioning itself as the junction point of the Internet and real estate industries, has arisen sharply to be one of the hottest markets. The competition in this market heats up among the traditional real estate vertical internet companies, internet portals, classified internet companies and some other new type of real estate internet companies. To survive in this brutal market, branding is the key competition area behind this war.
This asset researches the Soufun internet company which is the No.1 market dominator. Although Soufun is the oldest real estate internet company and the largest real estate internet platform, it is facing serious branding problems due to the rapidly developed internet technology and the various user behaviors. This asset analyzes these problems and proposes solutions accordingly.
At the beginning of this asset, it explains the basic branding theory including the definition, development and application. As an extension, it states the definition of the Internet companies’branding and the evaluation matrix as well as several common branding strategies. All these above analysis are the theoretical foundation for finding out Soufun brand enhancing strategy.
Secondly, this asset deeply dives into the internal pro and cons and external opportunities and threats of Soufun by analyzing its operation situation and competition status using SWOT. It also compares major competitors' core matrix and branding strength with Soufun. In this way it proves the necessity and urgency of brand enhancing for Soufun.
Last but not the least, this asset proposes the methodology of brand enhancing for Soufun based on its brand marketing issues. It chooses master and subsidiary brand strategies after comparative analysis of Soufun users and the common three branding strategies. After that it conducts positioning analysis on master and subsidiary brands. Based on brand enhancing core structure it provides the solutions for improving Soufun products' quality, enhancing the brand marketing and building the brand management supporting system. At the end of the asset, it puts some of the strategies into practice.
By analyzing the academic documents and interviewing customers face to face this asset proposes brand enhancing strategies and threads for internet companies. At the same time this asset leverages the traditional brand enhancing strategies and combines the unique features of internet companies' brand. Currently internet companies brand enhancing is still at its very beginning compared to traditional companies. There are very few researches on this area. This asset proposes a new way for internet companies' brand construction with the Soufun brand enhancing case which can be used for reference for similar internet companies.
本文以房地产网站中目前市场占有率最高的搜房网作为研究对象。搜房网作为老牌房地产网站,目前成为全球最大的房产家居网络平台,然而面对快速发展的互联网技术和用户习惯的改变,搜房网在品牌提升过程中面临种种问题,需要我们一一去分析和解答。
本文首先阐述了品牌的基本理论,包括品牌的定义、发展和作用,从中引申出网站品牌的含义和评价指标,介绍分析了常用的几种品牌策略,为提炼搜房网品牌提升策略提供了理论基础。
其次,本文通过分析搜房网运营现状和竞争状况,用SWOT分析法剖析了搜房网的内部优劣势和外部存在的机会和威胁,对比分析了与主要竞争对手的核心指标和品牌的竞争点,论证了搜房网实施品牌提升的必要性和紧迫性。
第三,根据搜房网在品牌营销方面存在的问题,提出了搜房网品牌提升策略。主要从搜房网用户角度和常用三种品牌策略的对比分析后,选择了主副品牌策略;然后对其主副品牌进行了定位分析;根据品牌提升核心结构,重点给出了提升搜房网产品质量、提升品牌整合营销传播力度和建立品牌管理支撑体系。最后对部分策略进行了实施。
本文主要采用资料文献分析、用户面对面访谈等方法,借鉴传统品牌提升中的方法,结合网站品牌的特点,为网站品牌的提升提供了策略和思路。网站品牌提升相对于传统品牌建设还处于刚刚起步的阶段,专家学者对此研究相对较少,本文希望通过对搜房网品牌提升策略的探讨,为房地产行业网站品牌建设提供一个思路,同时对其它行业网站的品牌研究添砖加瓦。
The Internet and real estate are two of the fastest developing industries which have gained much attention during the recent ten years in China. The Chinese real estate Internet market, positioning itself as the junction point of the Internet and real estate industries, has arisen sharply to be one of the hottest markets. The competition in this market heats up among the traditional real estate vertical internet companies, internet portals, classified internet companies and some other new type of real estate internet companies. To survive in this brutal market, branding is the key competition area behind this war.
This asset researches the Soufun internet company which is the No.1 market dominator. Although Soufun is the oldest real estate internet company and the largest real estate internet platform, it is facing serious branding problems due to the rapidly developed internet technology and the various user behaviors. This asset analyzes these problems and proposes solutions accordingly.
At the beginning of this asset, it explains the basic branding theory including the definition, development and application. As an extension, it states the definition of the Internet companies’branding and the evaluation matrix as well as several common branding strategies. All these above analysis are the theoretical foundation for finding out Soufun brand enhancing strategy.
Secondly, this asset deeply dives into the internal pro and cons and external opportunities and threats of Soufun by analyzing its operation situation and competition status using SWOT. It also compares major competitors' core matrix and branding strength with Soufun. In this way it proves the necessity and urgency of brand enhancing for Soufun.
Last but not the least, this asset proposes the methodology of brand enhancing for Soufun based on its brand marketing issues. It chooses master and subsidiary brand strategies after comparative analysis of Soufun users and the common three branding strategies. After that it conducts positioning analysis on master and subsidiary brands. Based on brand enhancing core structure it provides the solutions for improving Soufun products' quality, enhancing the brand marketing and building the brand management supporting system. At the end of the asset, it puts some of the strategies into practice.
By analyzing the academic documents and interviewing customers face to face this asset proposes brand enhancing strategies and threads for internet companies. At the same time this asset leverages the traditional brand enhancing strategies and combines the unique features of internet companies' brand. Currently internet companies brand enhancing is still at its very beginning compared to traditional companies. There are very few researches on this area. This asset proposes a new way for internet companies' brand construction with the Soufun brand enhancing case which can be used for reference for similar internet companies.
引文
[1]胡润.2011胡润品牌榜,2011.6:3-4
[2]中国互联网络信息中心(CNNIC).第28次中国互联网络发展状况统计报告,2011.7:5-7
[3]中国指数研究院.中国消费者购房研究行为报告,2011.7:15-16
[4] Paul Stobart. Brand Power,New York University Press 2000,146-148
[5] John Wiley. Interbrand Group, World’s Greatest Brands:An International Review,1992
[6] [美]威廉·阿伦斯、丁俊杰等译.当代广告学,华夏出版2000
[7] phlip.Kolter.MarketingManageme , Analysis , planning , ImPlementationandcontrol ,Prentiee-Hall.Ine,Newjerersersy 1977
[8] (美)阿尔·里斯,劳拉·里斯.打造品牌的22条法则,上海人民出版社,2002,27
[9]彭兰.中国网络媒体的第一个十年.清华大学出版社, 2005.7
[10] [法〕让·诺尔·卡菲勒著.王建平,曾华译.战略性品牌管理[M〕.商务印书馆.2000
[11]艾瑞.2010年房地产研究报告,2011.2
[12]易观国际.中国互联网广告运营收入分析,2011.7
[13]李密.企业提升品牌价值的策略研究[J].商场现代化.2006.(28):212-213.
[14]万后芬,周建设.品牌管理.清华大学出版社,2006,24-25.
[15]余明阳,杨芳平编著.品牌学教程,复旦大学出版社,2005,56-62
[16]张兵武.品牌营销大未来.机械工业出版社,2006,42-43.
[17]杨艾祥.下一站:用户体验,中国发展出版社,2010.4,25-27
[18]刘辉.网络霸业:门户网站的战略抉择,中华工商联合出版社,2007.11,36-40
[19]杨小辉.当品牌遇上网络——悄然兴起的互联网品牌营销,电子工业出版社,2010.9,92-95
[20] [美]格拉波内、库辛著、赵利通译.搜索引擎优化,清华大学出版社,2009.11.1-5
[21]小岛哲郎.电通独有的AISAS & Cross Media Planning手法.广告大观(综合版),2010
[22]中国互联网络信息中心(CNNIC).手机网民数据.第28次中国互联网络发展状况统计报告,2011.7
[23] David A. Vise.The Google Story, Macmillan, 2005
[24]彭兰.媒体网站的品牌建设(下),中华新闻报,2003:12
[25]宋鲁禹. e时代的危机公关,中国纺织出版社, 2010
[26]宋永高.品牌战略和管理,浙江大学出版社,2003:132
[27]郑自若.全球大型城市生活成本调查,中国经济周刊,2011.8
[2]中国互联网络信息中心(CNNIC).第28次中国互联网络发展状况统计报告,2011.7:5-7
[3]中国指数研究院.中国消费者购房研究行为报告,2011.7:15-16
[4] Paul Stobart. Brand Power,New York University Press 2000,146-148
[5] John Wiley. Interbrand Group, World’s Greatest Brands:An International Review,1992
[6] [美]威廉·阿伦斯、丁俊杰等译.当代广告学,华夏出版2000
[7] phlip.Kolter.MarketingManageme , Analysis , planning , ImPlementationandcontrol ,Prentiee-Hall.Ine,Newjerersersy 1977
[8] (美)阿尔·里斯,劳拉·里斯.打造品牌的22条法则,上海人民出版社,2002,27
[9]彭兰.中国网络媒体的第一个十年.清华大学出版社, 2005.7
[10] [法〕让·诺尔·卡菲勒著.王建平,曾华译.战略性品牌管理[M〕.商务印书馆.2000
[11]艾瑞.2010年房地产研究报告,2011.2
[12]易观国际.中国互联网广告运营收入分析,2011.7
[13]李密.企业提升品牌价值的策略研究[J].商场现代化.2006.(28):212-213.
[14]万后芬,周建设.品牌管理.清华大学出版社,2006,24-25.
[15]余明阳,杨芳平编著.品牌学教程,复旦大学出版社,2005,56-62
[16]张兵武.品牌营销大未来.机械工业出版社,2006,42-43.
[17]杨艾祥.下一站:用户体验,中国发展出版社,2010.4,25-27
[18]刘辉.网络霸业:门户网站的战略抉择,中华工商联合出版社,2007.11,36-40
[19]杨小辉.当品牌遇上网络——悄然兴起的互联网品牌营销,电子工业出版社,2010.9,92-95
[20] [美]格拉波内、库辛著、赵利通译.搜索引擎优化,清华大学出版社,2009.11.1-5
[21]小岛哲郎.电通独有的AISAS & Cross Media Planning手法.广告大观(综合版),2010
[22]中国互联网络信息中心(CNNIC).手机网民数据.第28次中国互联网络发展状况统计报告,2011.7
[23] David A. Vise.The Google Story, Macmillan, 2005
[24]彭兰.媒体网站的品牌建设(下),中华新闻报,2003:12
[25]宋鲁禹. e时代的危机公关,中国纺织出版社, 2010
[26]宋永高.品牌战略和管理,浙江大学出版社,2003:132
[27]郑自若.全球大型城市生活成本调查,中国经济周刊,2011.8