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中国房地产业走过了最初的粗放型发展之后,面临的真正问题是未来发展模式该如何去调整和变化;真正敏感的开发商已经看出本轮房地产行业调控是为了规范现有的市场行为,减少房地产市场不和谐因素对整体经济的消极影响,从中长期看有利于行业内的优质开发企业。本文从波特和特劳特的“定位论”角度出发,以顾客心智为纽带,结合万科的实例进行分析,提出了房地产企业战略管理创新的几点思路。
Real estate industry in China has gone through the initial extensive development, the real problem facing the future development model how to adjust and change; real sensitive developers have seen this round of regulation of the real estate industry is to regulate the existing market behavior, Reduce the negative impact of the disharmony of the real estate market on the overall economy, which will benefit high-quality development enterprises in the industry in the medium and long term. This article from Porter and Trout’s “positioning theory” point of view, the customer’s mind as a link, combined with the analysis of Vanke’s case, put forward a number of ideas for the real estate business strategy management innovation.