文档介绍：中海地产的市场竞争力分析
重庆工商大学贸易经济 2005级经纪人班任璐
指导教师刘幼昕
摘要:近年来,随着房地产消费市场的日益成熟以及大批实力雄厚的港台和国外开发商的陆续登陆,房地产业的竞争空前激烈。面对日趋激烈的市场竞争,房地产企业如何从容应对,如何使企业在竞争中赢得市场,获得生存和发展空间,实现企业可持续发展,其关键在于打造企业的核心市场竞争力。中海地产作为中国房地产的领先品牌,具有相对成熟的企业文化和相对悠久的发展历史。近年来,
中海地产在规模发展的同时, 始终保持着均衡与稳健的特性,坚持高质量、可持续的增长模式,在资金、人才、专业和管理能力上不断强化创新,形成了行业领先的核心竞争力。但是,中海一贯奉行的内敛的做事风格,也制约了公司的发展。具有良好美誉度和忠诚度的中海地产,是我国房地产具有代表性的企业。本文从中海地产的品牌策略出发,总结其近年来的发展现状,通过其对人力资源的管理能力,对市场的把握能力,对客户的服务能力,对社会资源的整合能力,对产品品质的保证能力等分析其核心市场竞争力。
关键词:中海地产品牌策略核心竞争力
Abstract:recently, with the development of real estate market and the arrival of developers from HongKong, Taiwan and overseas, competitions in the real estate market are ing more and more fierce. To gain the market share, as well as future prosperity and sustainable development, petitiveness is essential for the real estate entrepreneurs. China pany, as a leading local brand in Chinese real estate market with mature corporate culture and time-honored tradition, formed her own petitiveness by focusing on balanced and stable, high-quality and sustainable development mode, encouraging innovation on finance, human resources, professional specialties and management. The good reputation made her a representative of Chinese real estate entrepreneurs. However, the development is to some degree restricted due to pany’s cautiousness motto. In this paper, the current development of China pany is summarized from her brand strategy perspective, moreover, her petitiveness is analyzed by investigating in her human resource management, market research, costumers services, social resource management and quality of service.
Keyword:China pany Brand marketing petitive strength
一、绪论 2
1、研究背景 2
2、我国房地产开发企业核心竞争力的研究现状 2
(1)、房地产开发企业核心竞争力的界定 2
(2)、房地产开发企业核心竞争力的构成要素 2
(3)、如何评价房地产开发企业的核心竞争力 3
(4)、如何培育房地产开发企业的核心竞争力 3
3、研究的意义 3
二、中海地产现状分析 4
1、中海地产发展历程 4
2、中海地产的战略布局 5
3 中海地产的企业文化 5
4、中海地产的产品及消费者分析 6
三、中海地产的发展策略 6
1、中海地产的品牌策略 6
(1)、中海地产品牌营销策略制定 6
(2)、品牌营销在中海地产的战略地位 7
(3)、中海地产品牌定位确定 7
2、中海地产的持续发展战略 9
(1)、企业发展