房企品牌价值构成研究:基于市场、顾客及社会三元视角的分析

Research on the Composition of Brand Value of Real Estate Enterprises:an Analysis Based on the Triple Perspectives of Market,Customer and Society

基于市场、顾客及社会三元视角,分析房企品牌价值的构成。采用扎根理论,对专家访谈资料进行编码,凝练出房企品牌价值的构成要素及构建出房企品牌价值构成模型。在此基础上,通过探索性因子分析和验证性因子分析,对所提炼出的房企品牌价值构成要素的测量题项进行检验,进一步明确房企品牌价值的构成要素。研究发现:房企品牌价值包含市场价值、经济价值、感知价值、情感价值、联想价值、关系价值和权力价值7个维度。研究拓展了现有研究对房企品牌价值关注的不足,还为房企品牌如何提升品牌价值提供有意义的参考。

Based on the triple perspectives of market,customer and society,this paper discusses and analyzes the composition of brand value of real estate enterprises.By adopting the research method of grounded theory,the expert interview data is encoded,and the constituent elements of the brand value of real estate enterprises and the brand value composition model of real estate enterprises are constructed.On this basis,through exploratory factor analysis and confirmatory factor analysis,the measurement items of the extracted brand value components of real estate enterprises are tested,and the components of the brand value of real estate enterprises are further clarified.This paper finds that the brand value of real estate enterprises includes seven dimensions:market value,economic value,perceived value,emotional value,association value,relationship value and power value.This paper expands the lack of attention paid to the brand value of real estate enterprises in existing research,and also provides a meaningful reference for how to enhance the brand value of real estate enterprises.