译名:
The Brand Strategy by Poly Real Estate Company during the Market Reform Period
英文关键词:
Real estate management; Brand strategy; Poly Real Estate
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:
Poly Real Estate Company is a giant state-owned real estate enterprise in China. Through leading the students to make conclusion and analysis of the advantages and disadvantages for the Poly Real Estate brand strategy and with the location theory, market segmentation theory and brand strategy as theoretical guidance, this case has studied how the real estate enterprises should adjust the brand strategy during the market environment transformation period.
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