案例编号:
CN_2018XXXTYDZSW_4459
案例名称:
长租公寓中的三颗糖:自如品牌价值塑造记
译名:
“Three Candies” of Long-term Rental Apartment: How Ziroom Achieved Its Brand Value
译者:
Yu Mingxuan, Li Yun, Wang Xiyan
英文关键词:
Brand Value Achievement; Value elements; Long-term Rental Apartment
中文摘要:
在租售并举的宏观政策环境下,长租公寓越来越受到社会和市场的关注。然而,市场主体如何能通过创新思路塑造品牌价值并在这片蓝海中脱颖而出?这一问题亟待人们深思。在此背景下,自如三措并举塑造企业品牌价值,成为住房租赁市场中的领导品牌。本案例分析自如在品牌塑造过程中,提供独特服务、提升房屋品质、创新商业模式的关键环节。本案例有助于学生在具体决策场景中加强对品牌价值要素的理解和把握。
英文摘要:
Under the macro policy environment of rental market and sales market developing simultaneously, long-term rental apartment has attracted more and more attention from the society and the market. However, how could market entities in real estate industry achieve brand value by innovative thinking and stand out from the competition in the “Blue Ocean”? This question is urgent for people to think deeply. In this setting, Ziroom took three measures simultaneously to shape its brand value, which made Ziroom leading brand in housing rental market. This case analyzed key links on how Ziroom provide unique services, promote the quality of houses and innovating new business models in the process of achieving brand value, which is beneficial for students to comprehend and learn brand value elements in specific decision-making scenarios.
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