恒大地产的商业模式.ppt

The Marketing Strategy of Evergrande,1.The Development Strategy of Evergrande Real Estate 恒大地产战略发展历程 2.Evergrande real estate group expansion strategy 恒大的扩张战略 3.The red sea strategy 红海战略 4.Brand Strategy 品牌战略,The scale of victory strategy transition 【规模取胜】战略阶段 The scale and brand strategic transition 【规模+品牌】战略过渡阶段 The scale and brand Standardization phase operation strategy 【规模+品牌】标准化运营战略阶段,The Development Strategy of Evergrande Real Estate 恒大地产战略发展历程,At the beginning of the company established, coincided with the Asian financial crisis. The company developed a development strategy“ scale to win“. 公司成立之初，恰值亚洲金融风暴。公司制定了“规模取胜” 的发展战略.,The scale of victory strategy transition,This strategy establishes the development model of small size, low price based , take the strategy“section ,flat, fast“ contrarian attack, seize the initiative. 基于此战略确立了小面积、低价格的发展模式，采取“段、平、快”的策略逆势出击，抢占先机。,Evergrande put forward “Second times poineering work “ the call, based in Guangzhou, focus on the implementation of the layout of the space industry development, all-round expansion of business strategy. 恒大转变了原来的企业发展战略，提出了“二次创业”的号召，着力实施立足广州、布局全国、全方位拓展产业发展空间的经营战略。,The scale and brandstrategic transition,In brand building, with the standardization and management of development projects, and began to implement the national standardization operation mode. 在品牌建立上，公司对开发中项目采用规范管理，并开始实施全国标准化运营模式。,Since 2007, Evergrande will continue to focus on the development of “scale and brand“strategy, in order to effectively implement this strategy in the country, the standard operating procedure, promote the domestic rapid expansion 自2007年起，恒大继续专注于发展“规模品牌”战略，为了在全国有效实施这一策略，公司进一步利用标准化运营模式，推进国内迅速拓展。,The scale and brand Standardization phase operation strategy,Evergrande has strategic in Guangzhou, Shanghai and Tianjin, the 50 important citys, has more than 100 projects. 恒大已战略性计入广州、上海、天津等全国50个重要城市，拥有项目100多个。,Evergrande real estate group founded in 1997, prior to 2004, is a local real estate development enterprises located in Southern China , to the construction of small area, low cost, low profit projects Kyo, the land reserve area of 6000000 square meters. 2004 “do poineering work the two times“ proposed, Evergrande real estate group began based in Guangzhou, the layout of the whole country, realize rapid expansion. 恒大1997年成立之初，到2004年之前，都是偏居华南一隅的地方性房地产开发企业，以建筑小面积、低成本、低利润的项目见长，土地储备面积600万平方米。2004年“二次创业”提出后，恒大开始立足广州，布局全国，实现了快速迅猛的扩张。,Evergrande real estate group expansion strategy 恒大的扩张战略,Especially between 2006 and 2008 two years, Evergrande real estate group in all parts of the country, set the Thames a great coup, Evergrande real estate group imperial estate blossom everywhere, Evergrande real estate group strategic into Guangzhou, Tianjin, Nanjing and so on more than 20 city. In 2008 March, Hengda land reserve area of 45780000 square kilometers, the third quarter of 2010, up to 5100 play square kilometers, ranking first in the country, is 2 times of the 170000 land reserves. 尤其是2006年至2008年两年之间，恒大在全国各地发力，一鸣惊人，恒大地王遍地开花，恒大战略性的进入广州、天津、南京等20多座城市。2008年3月恒大土地储备面积高达4578万平方千米，2010年第三季度末，高达5100玩平方千米，位居全国首位，是万科土地储备的2倍。,In 2010, Evergrande real estate group has strategic access to Guangzhou, Shanghai, Chongqing and so on more than 50 major city, has more than 100 projects. 1999 Guangzhou real estate 10 strong enterprises, to 2004 among the China estate 10 strong enterprises, the first half of 2010, the sales area of first, completed the first 10 months of 40000000000 yuan sales target ahead of schedule, the whole year is expected to exceed 50000000000 yuan in sales. And brand value in 2010 first. 2010年恒大已战略性的进入广州、上海、重庆等50多个主要城市，拥有项目100多个。1999年广州地产10强企业，到2004年跻身中国地产10强企业，2010上半年全国销售面积第1名，前10个月提前完成400亿元的销售目标，全年有望突破500亿元销售额。并且2010年品牌价值第1名。,The red sea strategy 红海战略,Evergrande real estate group has been highly praised and the implementation of the Red Sea strategy. Xu Jiayin from the beginning is a firm believer in the red sea strategy, his explanation of the “red sea strategy“, “the slow growth in demand market space, on competitors, grasp the nettle, face the reality bravely, competitive strategy“. 恒大一直推崇和实施着红海战略。许家印从创业之初就是一个坚定的红海战略信奉者，他对“红海战略”的解释是，“在需求增长缓慢的市场空间里，紧盯竞争对手、迎难而上，勇敢面对现实，参与竞争的战略”,Price war is a commonly used method of hengda. The first - layered garden project Evergrande real estate group developed in 1997, called out “will open special, special offer will be appreciated,“ slogan, the slogan is still in use. This is lethal, many real estate enterprises Evergrande real estate group sales marketing and “cost“ in no way. 价格战是恒大常用的方法。恒大1997年开发的第一个项目金碧花园，就喊出了“开盘必特价，特价必升值”的口号，这一口号并一直沿用至今。 这一招很有杀伤力，令很多房地产企业对恒大的销售营销和“成本价”没有办法。,Evergrande real estate group can survive the winter in 2008, red sea strategy in which also play an important role. 2008 not only suffered severe regulatory measures against the real estate of the country, but also in the financial crisis, Evergrande real estate group funding difficulties, once on the verge of bankruptcy. During the National Day in 2008, Evergrande real estate group “arm“, opened at the same time, nearly 20 projects of national 13 city, and along with 25% off of the “cost price“ sales. The measures for the withdrawal from circulation of funds to make the dead come back to life, Evergrande real estate group also contributed. 恒大能熬过2008年的寒冬，红海战略在其中也起了重大的作用。2008年不仅遭遇到了国家针对房地产的严厉措施的调控，同时还遇上了金融危机，恒大资金困难，曾一度到濒临破产的境地。2008年国庆期间，恒大“断臂求生”，在全国13座城市的近20个楼盘同时开盘，并全线以7.5折的“成本价”销售。这一措施对回笼资金，让恒大起死回生也功不可没。,Evergande has always been the implementation of quality strategy, focus on brand building, brand value in the real estate business . The following will introduce its brand strategy from quality strategy，sports marketing and charity strategy. 恒大一向实施精品战略，注重品牌建设，品牌价值位居全国房地产企业第一名。下面将从精品战略、体育营销以及慈善事业战略介绍他的品牌战略。,Brand Strategy,The onwer of Evergande Xu Jiayin said, “Evergrande real estate group since the establishment, million people came together, uphold the quality strategy”. 许家印说，“恒大地产集团自创立之始，万人戮力同心，秉承精品战略”。,Quality Strategy,Evergande strictly enforce the whole process quality standards, strict control of product quality, Evergande products, such as layered garden, Evergrande oasis, scenic Peninsula represents China real estate boutique bench marking. 恒大严格执行全过程精品标准，严格控制产品质量，恒大的产品，如金碧花园、恒大绿洲、御景半岛等都代表着中国房地产的精品标杆。,Quality Strategy,In April 24, 2009, Evergande Real estate group spent 20000000 yuan registered the first occupation volleyball club - Guangdong Evergrande volleyball club. 2010 you that March 1st, Evergande Real estate group once again attack, one hundred million yuan investment in the Guangzhou football, the establishment of the Guangzhou Evergrande football club. 2009年4月24日, 恒大地产集团斥资 2000万元注册成立了国内首家职业排球俱乐部广东恒大排球俱乐部。 2010你那3月1日，恒大地产集团再一次出击，一亿元巨资入主广州足球，成立广州恒大足球俱乐部。,Sports Marketing,Evergande with positive attitude in the sports events, especially in the three big ball in volleyball and soccer, and “the country ball“ table tennis, these are the people are very concerned about the events. Evergande at invested heavily, also received very good results, visibility and reputation has beengreatly increased. 恒大以积极的姿态出现在体育赛事中，尤其是在三大球中的排球和足球，还有“国球”乒乓球，这些都是国人非常关注的赛事。恒大不惜巨资投入，也受到了非常好的效果，知名度和美誉度得到了巨大的提升。,Sports Marketing,Xu Jiayin is known as the first Southern public welfare, for three consecutive years won the “China Charity Award“, was awarded the “China ten philanthropists“, “China phi