本文選題：萬科地產(chǎn)　切入點(diǎn)：品牌　出處：《廈門大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：自從90年代住房貨幣化改革以來,中國房地產(chǎn)行業(yè)迅速發(fā)展并成為國民經(jīng)濟(jì)的支柱行業(yè),短短的二十余年時(shí)間,涌現(xiàn)出了一批優(yōu)秀的房地產(chǎn)開發(fā)企業(yè),2013年財(cái)富中國500強(qiáng)里,共有36家房地產(chǎn)企業(yè)上榜,僅次于金屬行業(yè)和機(jī)械設(shè)備制造行業(yè),可見房地產(chǎn)企業(yè)在國內(nèi)企業(yè)界已經(jīng)成為一股舉足輕重的勢(shì)力,研究房地產(chǎn)企業(yè)的品牌建設(shè)具有一定意義。 萬科企業(yè)股份有限公司1988年開始涉足房地產(chǎn)業(yè)務(wù),2013年,銷售額突破1700億,市場(chǎng)占有率行業(yè)第一,品牌資產(chǎn)也在行業(yè)內(nèi)遙遙領(lǐng)先。因此,本文將萬科作為案例研究的對(duì)象,從品牌的角度,結(jié)合行業(yè)特性及與其他房企的對(duì)比,探析萬科的經(jīng)營(yíng)行為與經(jīng)營(yíng)結(jié)果的關(guān)系,試圖為其他房企提供借鑒。 本文的研究目標(biāo)為探析萬科品牌建設(shè)成功的原因。文章首先從經(jīng)營(yíng)狀況及品牌狀況兩個(gè)方面論述了案例選擇的典型性,證明其品牌建設(shè)的成功,其次梳理了萬科的發(fā)展歷程,最后一部分則是根據(jù)大量二手資料,相關(guān)理論以及與其他房企的對(duì)比對(duì)萬科品牌建設(shè)成功的原因進(jìn)行了探析。 本文發(fā)現(xiàn),萬科可以獲得持續(xù)成功的原因主要包括：優(yōu)質(zhì)的產(chǎn)品與服務(wù),有意識(shí)的品牌建設(shè)行為,創(chuàng)新的品牌傳播手段,標(biāo)準(zhǔn)化的品牌傳播活動(dòng),細(xì)致的客戶關(guān)系管理。 將原因分析與經(jīng)營(yíng)成果在時(shí)間上建立聯(lián)系,本文發(fā)現(xiàn),開始有意識(shí)的進(jìn)行品牌建設(shè),使用多種品牌傳播手段是導(dǎo)致萬科可以在01年后可以實(shí)現(xiàn)較高增長(zhǎng)率的主要原因。而標(biāo)準(zhǔn)化的品牌傳播活動(dòng)、產(chǎn)品生產(chǎn),細(xì)致的客戶關(guān)系管理則是其07年后仍然可以保持高增長(zhǎng)的關(guān)鍵因素。 最后,基于案例分析,本文認(rèn)為,標(biāo)準(zhǔn)化與創(chuàng)新是房企獲得品牌成功的關(guān)鍵因素。
[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.
【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F299.233.4

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 黃合水;;品牌建設(shè)是怎么回事(上)[J];廣告大觀(綜合版);2007年01期

2 黃合水;;品牌建設(shè)是什么回事(下)[J];廣告大觀(綜合版);2007年02期

3 李飛;王高;楊斌;馬寶龍;林健;趙俊霞;陳浩;;高速成長(zhǎng)的營(yíng)銷神話——基于中國10家成功企業(yè)的多案例研究[J];管理世界;2009年02期

4 胡一俊;;標(biāo)準(zhǔn)化是品牌戰(zhàn)略實(shí)施的基礎(chǔ)和核心[J];機(jī)械工業(yè)標(biāo)準(zhǔn)化與質(zhì)量;2009年04期

5 余菁;;案例研究與案例研究方法[J];經(jīng)濟(jì)管理;2004年20期

6 歐陽桃花;試論工商管理學(xué)科的案例研究方法[J];南開管理評(píng)論;2004年02期

7 閆云霄;;萬科企業(yè)品牌的營(yíng)銷溝通策略[J];企業(yè)經(jīng)濟(jì);2011年02期

8 張亮;;從萬科看中國地產(chǎn)品牌打造[J];品牌;2001年11期

9 吳志菲;人無我有 人有我優(yōu) 人優(yōu)我特——于丹談房地產(chǎn)品牌[J];中國建設(shè)信息;2004年03期

10 陳濤;;基于品牌協(xié)同性探析物業(yè)服務(wù)對(duì)房地產(chǎn)企業(yè)發(fā)展的影響——以重慶龍湖地產(chǎn)集團(tuán)為例[J];現(xiàn)代商貿(mào)工業(yè);2010年11期

，

本文編號(hào)：1636384