译名:
Brand extension Strategy of Poly Real Estate Group CO. LTD in Transformation Periods
英文关键词:
Real Estate Industry, Brand, Strategy, Case Study
中文摘要:
保利房地产(集团)股份有限公司是中国保利集团控股的大型国有房地产企业。1992年,保利地产率先制定了“坚持以经济效益为中心,以房地产开发为主业,开发中小型房地产项目”的五年规划,经过5年完成了公司进行房地产开发的资本和经验积累。之后保利地产通过第二个五年规划确立了“房地产开发要走精品路线”的思想以及“精品地产、文化地产”的市场定位。又于2010年提炼出了“和者筑善”的品牌理念,在新的时期,通过不断完善品牌管理机制来维护和提升品牌价值。 本案例通过引导学员对保利地产品牌战略的优缺点进行总结分析,借助区位理论、市场细分理论、品牌战略等理论指导,思考市场环境变革期房地产企业应该如何调整品牌战略。
英文摘要:
This paper reports a case study on the brand building progress and brand strategies of Poly Real Estate Group CO. LTD, trying to find the general route of developing a brand and providing some lessons for property enterprises.The economy has its intrinsic biological clock and any industry could not be exceptional. The Real Estate industry has played a basic role in the economic soaring progress. After experienced the Shortage, Bubble and Confusing period, the industry is steadily stepping into the new era, which is characterized by civilized, regular and information based market.Poly Real Estate Group has a plenty advantages on the brand building against its rivals. In different period, while faced with enormous market revolution, Poly developed a unique exploring and creative and systematic method of brand building. Despite all of the achievements, however, Poly has also made some common mistakes in the progress. To get nourishment through the previous experience, Poly could promote its brand in a great extent.
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