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近年来,随着中国经济的增长,经济政策的不断支持,各项法规的逐步完善,住宅消费群体的日益成熟,中国的住宅产业日益繁荣。本文通过对万科集团现有市场营销策略存在的问题进行了研究和分析,同时提出了具体的发展建议,万科品牌营销模式的构建入手,接着归纳了其主要特征,然后阐明了该营销模式对万科自身的影响,最后基于此,阐述了其它房地产公司在品牌建设方面需要向万科学习的经验。
In recent years, with the growth of China’s economy, the continuous support of economic policies, the gradual improvement of various laws and regulations and the growing maturity of residential consumer groups, the housing industry in China is increasingly prosperous. This article studies and analyzes the problems existed in the existing marketing strategy of Vanke Group. At the same time, it puts forward concrete suggestions for development, starts with the establishment of Vanke brand marketing model, and then summarizes the main features of the marketing strategy. Its own influence, finally based on this, elaborates the experience that other real estate companies need to learn from Vanke in brand building.