YC公司翰林苑项目分析-工商管理专业毕业论文.docx

摘要
摘要
随着更加严格的国家宏观调控政策的全面实施,倍受关注的房地产行业面临着重大的转折,全行业的调整与变革即将到来。本文通过典型案例剖析探讨了新形势下中小房地产开发企业的生存发展之道。YC公司的“翰林苑"项目无论是在定位,还是在建设开发、营销策略都取得了很大的成功,为企业带来了高额的利润。本文通过对这一成功范例的总结回顾,分析了翰林苑项目在项目规划与建设以及销售和品牌推广中的独特之处,总结概括了该项目借助于项目品质、物业管理与服务和文化内涵中所实现的差异化。
中小型房地产开发企业要在激烈的市场竞争环境中求得生存和发展,必须走品牌化、差异化之路,避开与大企业的竞争,做Nd,而精悍、小而专注,拾遗补缺,发现市场缝隙,填补大企业在区域市场上的市场空间,争取在局部市场形成优势。品牌化、差异化要求企业具有更高的管理水平和营销能力,借助高素质的人力资源不断的创新开拓,增强企业自身的竞争力,实现企业的可持续发展。
关键词:中小房地产企业 翰林苑项目 差异化 品牌化
Abstract
Abstract
panying the full implement of the more strict macro adjustment and control policy of the govemment,the realty business face big turning point,the adjustment and reforming of the whole industry article discussed the development method of medium and small scale realty enterprises under this new environment through thorough typicM case analysis. pany’S “Hanlin Residence'’project got a big ESS on not only on the market positioning,but also on building and development and marketing strategy,and this project bring high profit for the the review of this essful case,this article analyzed the unique points in project planning and construction process,marketing process and brand promoting process,and summarized the differentiated strategy
through project quality,realty management and service and culture connotation
meaning intension.
If the medium and small realty enterprises want to survive and develop in the cruel petition,they must have a clear brand—focusing and differentiated strategy,they need to petition with the big enterprises,they need to be small but smart,small but absorption,finding the shortage of the market demand, and work in the empty place of the market,and try to form their advantage on regional —focusing strategy and differentiated strategy require the enterprise to have higher management ability and marketing ability,and to create
innovation by using higher human resources,to strengthen petition capacity
itself,and to keep the sustainable development.
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