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1、 视觉识别设计与房地产营销策划中品牌的塑造摘自论文资源库摘 要 自20世纪80年代中期开始，房地产业得到飞速发展。随着市场经济的深入，房地产市场上的竞争越来越激烈。房地产企业如何在激烈的市场竞争中创建自己的品牌优势，如何进行成功的营销策划，导入并完善完整的VI视觉形象设计系统便成为必由之路。 关键词 VI设计 房地产营销 品牌 形象设计 VI全称Visual Identity, 即企业VI视觉识别设计，是CI Corporate ldentity企业形象识别设计的重要组成部分。随着社会的现代化、工业化、自动化的发展，加速了优化组合的进程，其规模不断扩大，组织机构日趋繁杂，产品快速更新，市场竞争
2、也变的更加激烈。另外，各种媒体的急速膨胀，传播途径不一而丛，受众面对大量繁杂的信息，变的无所适从。企业比以往任何时候都需要统一的、集中的VI设计传播，个性和身份的识别因此显得由为重要。 一、企业进行VI视觉形象设计的意义 企业可以通过VI设计实现这一目的：对内征得员工的认同感，归属感，加强企业凝聚力，对外树立企业的整体形象，资源整合，有控制的将企业的信息传达给受众，通过视觉符码，不断的强化受众的意识，从而获得认同。世界上一些著名的跨国企业如美国通用、可口可乐、日本佳能、中国银行等，无一例外都建立了一整套完善的企业形象识别系统，他们能在竞争中立于不败之地，与科学有效的视觉传播不无关系。近20年来
3、，国内一些企业也逐渐引进了形象识别系统，最早的太阳神、健力宝，到后来的康佳、创维、海尔，也都在实践中取得了成功。在中国新兴的市场经济体制下，企业要想长远发展，有效的形象识别系统必不可少，这也成为企业腾飞的助跑器 二、我国房地产市场现状 自20世纪80年代中期开始，我国的房地产市场需求急剧扩大，房地产业也随之得到飞速发展。随着市场经济的深入发展，消费者不断成熟老练，房地产市场上的竞争越来越激烈，已完全进入买方市场时代。从市场类型和消费者角度来说，房地产市场正由生存消费型转向投资消费型。随着房地产市场产品供应的日趋丰富及消费者的成熟，房地产市场的需求形态及消费者购房心理正在发生着深刻变化，消费者对
4、房地产的需求正从必需品转向追求享受的消费品，住房的功能也由原先的保值增值的房产功能向消费、享受功能扩展。因此，为了使企业能在激烈的市场竞争中生存发展，摆脱旧思维、旧理念，建立新的开发、经营管理策略，便成为业界共识。导人CIS战略，帮助发展商走出困境、决胜市场带来一缕曙光。 三、形象设计对于房地产营销策划的意义和作用 1.房地产营销的内涵及其作用 所谓房地产营销是房地产开发企业以企业经营方针目标为指导，通过对企业内外部经营环境资源的分析，找出机会点，选择营销渠道和促销手段，经过创意将物业与服务推向目标市场，以达到占有市场促进和引导房地产开发企业不断发展目的的经济行为。从某种意义上讲，房地产营销是
5、在对市场的深刻理解的基础上的高智能的策划。它蕴含在企业生产开发经营的全过程，由市场调查、方案制定和建筑总体设计、价格定位、广告中介服务、售后服务,以及信息反馈等组成。我国目前的房地产市场从原先的“皇帝女儿不愁嫁”转变成了“以需定产”的买方市场。一旦房地产商品无法适销对路，企业会面临巨大的损失。对于房地产开发商而言，在开发的初期就必须引入现代营销的理念，从选址征地到规划设计，从建筑施工到市场推广，都要把市场营销的理念放在第一位。所谓的现代营销理念就是要适应市场的需要，为顾客提供满意的房地产商品。引入CI企业形象设计战略将是关键所在。 2.房地产品牌创建的意义 在品牌塑造上，虽然房地产行业有其鲜明
6、的特点，但在本质要件上，与其他行业一样都必须要有适合其品牌定位的独特主张和差异化的竞争优势。“碧桂圆的尊贵、富有”、“SOHU的现代、时尚”、“万科的亲情、温馨”、“奥林匹克的运动、健康”都无不体现和表达着自身独特的品牌主张，这种无形的品牌资本就如同名片一样彰显着企业的身份，像护身符一样积累和展现着企业的声誉信资。 从某种意义上讲，买楼首先是买概念，这是人们在生活中越来越注重的问题。假如发展商以无法模拟的方式对消费者的观念形成施加影响，使其树立的品牌与其竞争者之间造成巨大的差距感觉吸引程度方面的差距，那结果便会截然不同了。所以说，我们要让消费者“学会”想要什么，在满足消费者需求方面的竞争便不那
7、么重要，更重要的是如何引导和影响市场的看法、偏爱和决择方面的竞争。 3.形象设计对于品牌创建的重要作用 形象设计发展商在楼盘推出之前，先为楼盘树立一个概念，营造出一个品牌的形象，以吸引消费者，并深入人心，之后画龙点睛，隆重地推出楼盘，由此造成一种轰动效应，抢占市场。这样就不会使楼盘销售陷入平庸、一般化。 因此形象设计是塑造品牌的首要工作，只有鲜明的个性形象才能体现相应的身份地位，才能激起目标消费者的美好联想和购买冲动，才能吸引消费者。 楼盘既然是商品，当然也只有“品牌”才更具有竞争优势。事实上，像房子这样投资巨大的商品，消费者购买时对精神层面的属性比起一般商品会更加重视，毕竟这是一件事关几十年
8、生活幸福的购买。同时，他要买的还不仅仅是一个家，更是一种全新的生活方式。那么在消费者入住之前，又如何才能实现从“房子”到“家”的质的飞跃，让钢筋水泥变得充满温情、充满人性，变成一个值得拥有的家呢？楼盘形象设计正是完成这一飞跃的最佳桥梁。 其实大多数的楼盘在进行销售时，都已经利用了VI策划系统，并且有的运用得相当成功。 四、VI视觉形象设计与楼盘形象设计 所谓VI，即视觉识别（Visual ldentity,简称VI），是CI系统（Corporate ldentity，企业形象识别，简称CI）中最为关键的一部分，是通过个体可见的视觉符号，经由组织化、系统化和统一性的识别设计，传达企业的经营理念和
9、情报信息，塑造企业独特的形象、视觉表现的综合的过程。根据统计，在人的生理性情报的摄取的机能中，视觉情报约占80%。VI在企业识别系统中最具传播力和感染力，所接触的层面最广泛，可快捷而明确地达到认识和识另的目的。简单地说，一个楼盘的VI系统实际上就是创造一个独特的、有别于其他楼盘的视觉的形象。 1.楼盘VI设计系统的要素： (1)基本要素：楼盘名称、品牌标志、品牌标准字体、标准色、象征图案、专用印刷字体、销售标语和品号等。 (2)应用要素：事务用品、办公用品、设备、器具、招牌、旗帜、标识牌、楼盘外观、建筑物的外观和颜色、销售人员的衣着服饰、交通工具、广告、传播、展示橱窗和陈列规则等。 基本要素为
10、VI系统提供了基本的规则及需求，加此要使应用要素中的所有内容均能形成统一的视觉形象，就必须遵守这些基本的规则和需求。 2.VI系统设计概念的确定 确定设计概念，是VI开发设计的前提 。设计概念是楼盘的销售理念在各视觉设计要素上的具体化。作为一个楼盘VI的设计概念无非是从顾客的主要诉求点即顾客买房的目的是什么、他们为买房追求什么等入手来进行VI设计。例如1：广州奥林匹克花园之所以那么畅销，除了它的项目本身规划设计高人一筹外，关键就是他将运动和健康这两概念贯注到了这个楼盘当中，从篮球场、网球场、游泳池这些硬件的投入，到后期广告的策略，它将生活、运动、健康三者的关系展现得淋漓尽致，将实物和概念进行了
11、有机的结合。 由于不同地区、不同生活水准、不同风俗习惯所致，楼盘也各有不同。因此，作为楼盘的VI设计概念的确定，都应该因地制宜、富于变化。 3.楼盘销售VI系统的设计规则 首先，VI设计应当遵循法律规则如知识产权保护法、专得法和商标法等。这就决定了楼盘的VI系统必须自创新意，而不能照搬以往成功的案例。其次，VI设计必须遵守某些风俗习惯，不能采用与传统文化和时尚相抵触的东西作为其视觉形象。另外，VI设计必须遵循差异与创新相结合的规则，努力做到“人无我有，人有我新”。在众多的标识中给人以新奇、独特的感觉。VI设计还必须遵循美学规则。视觉符号是一种视觉艺术。人们进行识别的过程同时也是一种审美的过程。
12、一个好的VI设计，只有具备美学因素，才能吸引顾客的注意力。 五、房地产销售的VI系统设计 一个楼盘的营销，要进行VI策划，必须从几个基本要素入手。 1.楼盘名称 楼盘的名称不仅要考虑传统，还要具有崭新的时代特色，切忌雷同。厦门“家家景园”案名就是其中一证，此名一听朗朗上口，稍有所思，大脑中便呈现出一幅美妙图画：每家每户生活在一片绿色海洋的景园之中，心旷神怡。 2.楼盘标志 在VI的多种要素中，应用最广泛、出现频率最高的，当推标志。它是一种单纯的、具有明确特点和便于人们识别的视觉形象。 一个好的房地产企业，必须有一个代表企业品质、信誉、物业管理、开发能力和盈利能力的标志。一个好的标志，会让顾客对
13、该房地产企业的楼盘产生信任感，并认同该开发商的产品。 3.标准字标准色 对于标准字和标准色，一旦开发商的楼盘名称确定之后，便不得随意更改，同时，标准字和标准色可以作为楼盘的营销广告如售楼海报、售楼书、平面图册、指示牌、售点广告以及和与销售相关的工作车辆的识别和工作用纸、名片、信纸和人员如售房部、公关部等对外人员的制服等识别的固定色彩记号。 4.标语和口号 一个好的楼盘，其销售标语、口号必须要能反映一种处处为业主着想的理念。如时下，厦门的房地产市场上几乎所有的楼盘都打出了这样一个口号：“宽带上网，竞享科技生活新情趣。”这一案名就让业主感受到了新经济时代的脉搏。明确响亮的标语口号，还能感染销售员工
14、，激发他们为实现销售目标而努力，对外又能表达开发商发展的目标和方向。 5.应用要素开发 除了对视觉基础要素进行开发外，还应对应用要素进行开发。包括以下部分： 标志应用：名片、销售人员胸卡、请柬/请柬封套、车体运用、小区物业管理等；销售中心室内视觉应用规范：销售人员服务、保安员服务、销售中心形象墙、销售中心展板、示范单位标识、台面标牌、销售进度表等；销售中心室外视觉应用规范：售楼处指示牌、欢迎牌、销售现场导识、工地围板、彩旗/挂旗、小区名称标牌、工地路牌广告等；销售资料宣传品部分：手提袋、售楼书、海报等；楼盘自身的视觉应用规范：楼盘自身的效果图、实体模型、样品屋等。 经过精心设计的楼盘形象，由于
15、深入发掘楼盘内在品质内涵，以简洁的视觉形象直观地将小区规划、建筑设计、环境营造理念展示出来，体现了特定的生活、居住氛围，它也是就具备了某种生活气息，某种文化品位，自然就成了楼盘与目标消费者之间最好的沟通桥梁。 因此，个性化形象设计是楼盘从“产品”向“品牌”转化升华的第一步，虽然它不能改变楼盘的本质，但能改变人们对楼盘的认识，使楼盘获得更好的销售业绩甚至更高的销售价格。 参考文献： 1顾客满意营销战略分析http:/www.em- 2姚玉蓉:房地产营销策划M.2007.化学工业出版社 345王小勇:房地产销售的VI策划系统J.房地产世界,2001.06 BRorganization system
16、 and working mode, the selection of a number of municipal strengthening group to build innovation and strengthen the organization of the basic level organizations advanced model.(seven) the manual work of the Communist Youth League Organization published and League branch of manual work, to promote
17、the use of two manuals in the citys organizations at various levels. The county committee, directly under the group (work) is under the jurisdiction of grassroots League and group (total) using branch ratio shall not be less than 70%.Three, to further strengthen the groups leadership and team buildi
18、ng(a) to strengthen the leagues leadership at all levels of construction. Continue to do a good job of municipal Party Committee Organization Department on the strengthening of the Communist Youth League cadres management opinions implementation. To promote the group counties (autonomous counties, c
19、ities) Commission and city directly under the group (workers) appointed to carry out the Five team building activities. Improve the League Association Department working mechanism. Conscientiously fulfill the duties of CO, combined with the city group directly under (the) Committee of the general el
20、ection and the adjustment, actively jointly with the unit where the party organization department good group leadership selection with the work. Do a good job in municipal Party committee assistant committee leadership and leading cadres of the annual assessment work, adhere to and improve the assis
21、tant secretary of the Communist Youth League talk system group To weave individual conversation and collective conversation, to strengthen the committees of all levels, the Standing Committee of the Standing Committee, the establishment of a sound system of central group learning, the system of inve
22、stigation and study, the system of important issues and the reporting system.(two) to strengthen the work of education and training of cadres to conscientiously implement the Central Committee. On the implementation of grassroots cadres training project and opinions on carrying out the mission munic
23、ipal CYL Cadres training project implementation opinions, full implementation of the project of the City Youth League cadres training education. Focus on the county grassroots cadres and workers focused on training, the new school system vocational training League cadres, for the Municipal Organizat
24、ion Department jointly held the third session of the Communist Youth League system training cadres in party. Focusing on the construction of new socialist countryside, strengthening village cadres and rural construction team group member of the young team, the county organizations at various levels
25、throughout the year is expected to train 100 00 rural grassroots cadres, plans to train 1000 village secretary of the village Party branch.(three) actively promote grassroots cadres election work. Under the unified leadership of the party organization, to strengthen grassroots organizations direct w
26、ork, standardize the election work rules and procedures, in the designated candidate, open competition to democratically elected branch secretary at the same time, actively and steadily the development of Township, streets and other grassroots organizations in the direct election of the pilot work,
27、on the basis of summarizing the experience and gradually expand the scope of the pilot, and gradually formed a set of measures and cadres election system.(four) to strengthen the cadres testing exercise. To study the development of XX city from 2006 to 2008 cadres testing exercise planning. To selec
28、t outstanding cadres to the central mission in Beijing, Shanghai, Guangzhou and other central organs and sending work in developed areas. With the Central Committee the implementation of the western region and ethnic minorities cadres training plan . To carry out the eighth batch of municipal organs
29、 attachment cadre management, selection, training work. The outstanding cadres to start the National Development Bank XX branch testing exercise.(five) to strengthen the group construction. The main position to play the role of Youth League cadre education and training as the city, in accordance wit
30、h the requirements of post training, further curriculum scientifically and rationally, adopt arrangement menu course, basic theory includes group work, focus, hot and difficult issues, to enhance the content and practice; to strengthen the construction of teaching staff, the integration of teachers,
31、 establish a quality teacher training team, establish and implement course evaluation system; take delivery of training to the countryside, on-site training, and increase the rural grassroots cadres training efforts.Four, efforts to strengthen the work of young talent(a) to tenth XX young 54 medal i
32、n recognition of the publicity, and actively explore the XX youth service. 54 Medal of institutionalization, standardization and socialization mechanism. Give full play to the XX award in recognition of 54 youth medal Association, Youth Award winner in the 54 chapter, investigation activities. Who w
33、on the Youth Service medal, dedication to the society to create conditions, build the stage. During the 54, named in recognition of the tenth XX young 54 medal. The association of XX editing of young talent , the exchange of information and communication platform for the XX of outstanding young tale
34、nts.(two) the establishment of municipal Party committee of young talent information database. In accordance with the feasible, effective, classification management, implement step by step principle, the establishment of municipal Party committee of youth talent database; guiding organizations at va
35、rious levels generally established the young talent database, construction of city, county (directly under the Communist Youth League), grassroots organizations three young talent information database the relevant information collection system, and gradually establish the citys young people, the Com
36、munist Youth League youth talent information network, provide information platform for young talent resource development.Five, take effective measures to strengthen the mission management(a) to strengthen the mission management work. Strengthen the dues collection and management, continue to adhere
37、to the dues collection regularly reporting system, the annual comprehensive award in recognition of the tour and the tour one vote veto system audit system. Do statistical work in the group. The group service award in recognition of the advanced units, standardization, promoting group management wor
38、k institutionalized.(two) to strengthen the organization of research and information exchange efforts. Grassroots carry out research, efforts to form a number of theoretical results. Make full use of the network carrier, to explore the establishment of electronic group service system, promote the wo
39、rk of Communist Youth League information.Attachment 4:XX municipal Party Committee Propaganda Department of the Communist Youth League work pointsIn 2006, the Communist Youth League propaganda ideological work XX to Deng Xiaoping theory and the important thought of Three Represents as guidance, stud
40、y and implement the partys sixteen and the spirit of the the fifth Plenary Session of the 16th CPC Central Committee implementation of the eight plenary session of the two committee, the citys cultural work conference, the Propaganda Department of the meeting and the the fourth Plenary Session of th
41、e 15th CPC Central Committee permanent mission spirit, closely around 11th Five-Year XX the goal of full implementation of Scientific Outlook on Development, emancipating the mind, seeking truth from facts, keep pace with the times, close to reality, close to life, close to the young, persevere gras
42、p orientation, grasping deepening, grasping construction innovation, further improve the groups propaganda and ideological work ability, unity To guide the majority of members of the youth to achieve the 11th Five-Year planning tasks, the overall construction of a well-off society, building a social
43、ist harmonious society to make new contributions.One, adhere to the Three Represents important thought and Scientific Outlook on Development education to guide the youth, to further strengthen the ideological and political education of youth(a) armed with youth science theory. Unremittingly with Den
44、g Xiaoping theory and the important thought of Three Represents armed members of youth education, to promote the study and implement to expand the depth and breadth. To study and implement the important thought of Three Represents with the establishment and implementation of Scientific Outlook on De
45、velopment combine with the implementation of the requirements of constructing socialist harmonious society with Scientific Outlook on Development, carry out education as an important part of the theory of armed youth in the new period, strengthen the establishment and implementation of Scientific Ou
46、tlook on Development education, educate and guide the youth to fully understand the great significance of establishment and implementation of Scientific Outlook on Development, in-depth understanding of the Scientific Outlook on Development era back The king, the practice foundation, basic connotati
47、on, historical status, spirit and practice requirements, a profound understanding of Scientific Outlook on Development with Marxism Leninism, Mao Zedong thought, inheriting and developing relationship between Deng Xiaoping theory and the important thought of Three Represents, to help young people es
48、tablish and consciously practice Scientific Outlook on Development. Persist in learning, grasping the backbone, grasp the practice, grasp the opportunity. Catch club, effective way to grasp the network, with the group of cadres, young students and young backbone fronts as the focus, to promote the work of the armed youth theory to develop in depth, to help the youth continue to firm ideals and beliefs, to build a powerful spiritual pillar. To carry out the study and implementation of the partys sixteen session of the five Eight plenary session