万科品牌案例研究

发布时间：2018-03-19 23:01

本文选题：万科地产　切入点：品牌　出处：《厦门大学》2014年硕士论文　论文类型：学位论文

【摘要】：自从90年代住房货币化改革以来,中国房地产行业迅速发展并成为国民经济的支柱行业,短短的二十余年时间,涌现出了一批优秀的房地产开发企业,2013年财富中国500强里,共有36家房地产企业上榜,仅次于金属行业和机械设备制造行业,可见房地产企业在国内企业界已经成为一股举足轻重的势力,研究房地产企业的品牌建设具有一定意义。万科企业股份有限公司1988年开始涉足房地产业务,2013年,销售额突破1700亿,市场占有率行业第一,品牌资产也在行业内遥遥领先。因此,本文将万科作为案例研究的对象,从品牌的角度,结合行业特性及与其他房企的对比,探析万科的经营行为与经营结果的关系,试图为其他房企提供借鉴。本文的研究目标为探析万科品牌建设成功的原因。文章首先从经营状况及品牌状况两个方面论述了案例选择的典型性,证明其品牌建设的成功,其次梳理了万科的发展历程,最后一部分则是根据大量二手资料,相关理论以及与其他房企的对比对万科品牌建设成功的原因进行了探析。本文发现,万科可以获得持续成功的原因主要包括：优质的产品与服务,有意识的品牌建设行为,创新的品牌传播手段,标准化的品牌传播活动,细致的客户关系管理。将原因分析与经营成果在时间上建立联系,本文发现,开始有意识的进行品牌建设,使用多种品牌传播手段是导致万科可以在01年后可以实现较高增长率的主要原因。而标准化的品牌传播活动、产品生产,细致的客户关系管理则是其07年后仍然可以保持高增长的关键因素。最后,基于案例分析,本文认为,标准化与创新是房企获得品牌成功的关键因素。
[Abstract]:Since the reform of housing monetization in 90s, China's real estate industry has developed rapidly and become the pillar industry of the national economy. In a short period of more than 20 years, a number of outstanding real estate development enterprises have emerged. In 2013, China's Fortune 500 companies, There are 36 real estate enterprises in the list, second only to the metal industry and machinery and equipment manufacturing industry, so real estate enterprises have become a decisive force in the domestic business community, so it is of certain significance to study the brand construction of real estate enterprises. In 1988, Vanke Enterprise Co., Ltd. began to set foot in real estate business. In 2013, sales exceeded 170 billion, market share was the first in the industry and brand equity was far ahead in the industry. Therefore, Vanke is regarded as a case study object in this paper. From the point of view of brand, combined with the characteristics of the industry and the comparison with other housing enterprises, this paper analyzes the relationship between Vanke's management behavior and management results, and tries to provide reference for other housing enterprises. The purpose of this paper is to explore the reasons for the success of Vanke's brand construction. Firstly, this paper discusses the typical case selection from the two aspects of management and brand status, proves the success of Vanke's brand construction, and then combs the development course of Vanke. The last part is based on a large number of secondary materials, related theories and the comparison with other housing enterprises to explore the reasons for the success of Vanke brand building. This paper finds that the main reasons for Vanke's continuous success include: high quality products and services, conscious brand building behavior, innovative brand communication means, standardized brand communication activities and careful customer relationship management. By establishing a relationship between cause analysis and business results in time, this paper finds that the brand construction has begun to be consciously carried out. The use of a variety of brand communication means is the main reason why Vanke can achieve a higher growth rate after 2001. Careful customer relationship management is a key factor in its ability to maintain high growth after 2007. Finally, based on the case study, this paper argues that standardization and innovation are the key factors to achieve brand success.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F299.233.4

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