The study of the brand competitiveness and enhance Vanke
A summary of related theories and methods
1, the real estate brand
The brand of real estate is the real estate enterprises to create elaborate design, the recognition system, is a comprehensive impression of real estate products left in the minds of consumers. Market positioning, real estate brand represents the enterprise product quality, also contains a huge economic value and competitive advantage. It represents a kind of taste, a way of life.
2, the competitiveness of the brand connotation
Wang Yonggui (2007) the connotation of the brand competitiveness of the following sum: brand competitiveness is an outward manifestation of the market competition ability of the enterprise, is the source of brand commitment to customers and customers thus bring customer value, it is the allocation of enterprise resources effectively at the same time, it also forms an important business development resources.
On the two, Vanke brand competitiveness
Vanke is Chinas largest professional residential development enterprises, is the stock market in real estate on behalf of blue chips. Vanke world brand laboratory (World Brand Value Lab value) compiled by the year 2010 'China top 500 brands' list ranked nineteenth, Vanke brand in the industrys influence is obvious, for the real estate industry leader as the goal, and brand building, expanding the brand influence as one of the two stay ahead of the strategy.
In 1, the brand extension ability analysis
Along with Chinas real estate market has gradually entered a period of adjustment, the real estate before the rough management way and the source of performance is gradually being most has the brand competitive advantage of housing prices up, the brand enterprises in order to adapt to market fluctuations in the real estate market, as far as possible to avoid the camp in the face of market risk, more stable return, with many years in the real estate development in the process of accumulation of brand reputation and visibility, planning, scale will be the business of the simple development, sales gradually expand to their business, property services and other fields, to create a number plate covering the real estate industry chain service capabilities.
Analysis of 2, brand market penetration status
Vanke in 2010 as the only independent of the hall of the real estate enterprises to participate in the Shanghai World Expo period, Vanke Museum, visitors received a total of more than 121 people, according to its brand image and improve further. In the context of low-carbon economy, Vanke Pavilion spread the concept of green building has attracted much attention, which is consistent with the 'let the building Vanke praise of life' of the enterprise mission, has won wide recognition and praise from all walks of life,These have greatly improved the Vanke brand reputation.In short, companies continue to invest in the brand construction will promote the companys brand image has been widely recognized, and further enhance the competitiveness of the brand. Vanke and good reputation in the market, the development of the concept of green and low carbon in turn promote the ability of marketing communication, the two complement each other to form an effective.
3, the brand competition analysis
At the same time in the brand protection 170000 invested a lot of energy. Vanke early in 2001 to determine the real estate industry to become the first well-known trademark owned enterprises, and began to declare the work, the '170000' and English 'VANKE' by the State Administration for Industry and commerce as well-known trademarks, and become the real estate industrys first well-known trademarks. The well-known trademark application for success is the inevitable result of Vanke long-term adhere to the brand line and resolutely crack down on trademark infringement of the strategic choice. Identification of '170000' well-known trademark lays a foundation for other enterprises in the industrys trademarks, trademarks of other companies will follow. SAIC announced the well-known trademark '170000' is not only the Vankes affirmation, and is encouraging for the real estate industry certainly.
Analysis of three, Vanke brand promotion
1, the popular brand product positioning
In order to better understand the policy of using policy services for enterprises to adjust business strategy, policy, make the strategy more accurate anticipation, and correct guidance of enterprise marketing strategy is the most powerful guarantee of enterprise brand competitiveness. Policy is currently the biggest external factors influence the real estate market regulation policy, effects are not out of any real estate business development, in other words, the real estate enterprise market strategy only in line with the policy trend, enterprises play the power to the greatest extent, to gain competitive advantage. To reduce prices, curb demand of residential investment, the maximum extent to meet the demand of ordinary residents for rigid housing, low-income housing real estate market stable, healthy development is the ultimate goal of government regulation of the property market at present. Understand the market situation, Vanke need to actively respond to the government policy, the initiative to reduce prices, low-income housing, Jing Shi to join the evaluation of Vanke brand competitiveness and Improvement Research
2, to determine the reasonable brand of total assets and liabilities rate interval
At the same time, Vanke should determine a reasonable debt ratio. First of all, to determine the reasonable debt ratio range according to the market development, can be a good development in the market to determine the optimal debt ratio, in order to resist market tightening, credit deterioration caused by the crisis. Secondly, the incr
剩余内容已隐藏，支付完成后下载完整资料
The study of the brand competitiveness and enhance Vanke
A summary of related theories and methods
1, the real estate brand
The brand of real estate is the real estate enterprises to create elaborate design, the recognition system, is a comprehensive impression of real estate products left in the minds of consumers. Market positioning, real estate brand represents the enterprise product quality, also contains a huge economic value and competitive advantage. It represents a kind of taste, a way of life.
2, the competitiveness of the brand connotation
Wang Yonggui (2007) the connotation of the brand competitiveness of the following sum: brand competitiveness is an outward manifestation of the market competition ability of the enterprise, is the source of brand commitment to customers and customers thus bring customer value, it is the allocation of enterprise resources effectively at the same time, it also forms an important business development resources.
On the two, Vanke brand competitiveness
Vanke is Chinas largest professional residential development enterprises, is the stock market in real estate on behalf of blue chips. Vanke world brand laboratory (World Brand Value Lab value) compiled by the year 2010 'China top 500 brands' list ranked nineteenth, Vanke brand in the industrys influence is obvious, for the real estate industry leader as the goal, and brand building, expanding the brand influence as one of the two stay ahead of the strategy.
In 1, the brand extension ability analysis
Along with Chinas real estate market has gradually entered a period of adjustment, the real estate before the rough management way and the source of performance is gradually being most has the brand competitive advantage of housing prices up, the brand enterprises in order to adapt to market fluctuations in the real estate market, as far as possible to avoid the camp in the face of market risk, more stable return, with many years in the real estate development in the process of accumulation of brand reputation and visibility, planning, scale will be the business of the simple development, sales gradually expand to their business, property services and other fields, to create a number plate covering the real estate industry chain service capabilities.
Analysis of 2, brand market penetration status
Vanke in 2010 as the only independent of the hall of the real estate enterprises to participate in the Shanghai World Expo period, Vanke Museum, visitors received a total of more than 121 people, according to its brand image and improve further. In the context of low-carbon economy, Vanke Pavilion spread the concept of green building has attracted much attention, which is consistent with the 'let the building Vanke praise of life' of the enterprise mission, has won wide recognition and praise from all walks of life,These have greatly improved the Vanke brand reputation.In short, companies continue to invest in the brand construction will promote the companys brand image has been widely recognized, and further enhance the competitiveness of the brand. Vanke and good reputation in the market, the development of the concept of green and low carbon in turn promote the ability of marketing communication, the two complement each other to form an effective.
3, the brand competition analysis
At the same time in the brand protection 170000 invested a lot of energy. Vanke early in 2001 to determine the real estate industry to become the first well-known trademark owned enterprises, and began to declare the work, the '170000' and English 'VANKE' by the State Administration for Industry and commerce as well-known trademarks, and become the real estate industrys first well-known trademarks. The well-known trademark application for success is the inevitable result of Vanke long-term adhere to the brand line and resolutely crack down on trademark infringement of the strategic choice. Identification of '170000' well-known trademark lays a foundation for other enterprises in the industrys trademarks, trademarks of other companies will follow. SAIC announced the well-known trademark '170000' is not only the Vankes affirmation, and is encouraging for the real estate industry certainly.
Analysis of three, Vanke brand promotion
1, the popular brand product positioning
In order to better understand the policy of using policy services for enterprises to adjust business strategy, policy, make the strategy more accurate anticipation, and correct guidance of enterprise marketing strategy is the most powerful guarantee of enterprise brand competitiveness. Policy is currently the biggest external factors influence the real estate market regulation policy, effects are not out of any real estate business development, in other words, the real estate enterprise market strategy only in line with the policy trend, enterprises play the power to the greatest extent, to gain competitive advantage. To reduce prices, curb demand of residential investment, the maximum extent to meet the demand of ordinary residents for rigid housing, low-income housing real estate market stable, healthy development is the ultimate goal of government regulation of the property market at present. Understand the market situation, Vanke need to actively respond to the government policy, the initiative to reduce prices, low-income housing, Jing Shi to join the evaluation of Vanke brand competitiveness and Improvement Research
2, to determine the reasonable brand of total assets and liabilities rate interval
At the same time, Vanke should determine a reasonable debt ratio. First of all, to determine the reasonable debt ratio range according to the market development, can be a good development in the market to determine the optimal debt ratio, in order to resist market tightening, credit deterioration caused by the crisis. Secondly, the incr
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