恒大地产的商业模式.ppt

TheMarketingStrategyofEvergrande,1.TheDevelopmentStrategyofEvergrandeRealEstate恒大地产战略发展历程2.Evergranderealestategroupexpansionstrategy恒大的扩张战略3.Theredseastrategy红海战略4.BrandStrategy品牌战略,Thescaleofvictorystrategytransition【规模取胜】战略阶段Thescaleandbrandstrategictransition【规模+品牌】战略过渡阶段ThescaleandbrandStandardizationphaseoperationstrategy【规模+品牌】标准化运营战略阶段,TheDevelopmentStrategyofEvergrandeRealEstate恒大地产战略发展历程,Atthebeginningofthecompanyestablished,coincidedwiththeAsianfinancialcrisis.Thecompanydevelopedadevelopmentstrategyscaletowin“.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.,Thescaleofvictorystrategytransition,Thisstrategyestablishesthedevelopmentmodelofsmallsize,lowpricebased,takethestrategysection,flat,fastcontrarianattack,seizetheinitiative.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。,EvergrandeputforwardSecondtimespoineeringworkthecall,basedinGuangzhou,focusontheimplementationofthelayoutofthespaceindustrydevelopment,all-roundexpansionofbusinessstrategy.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。,Thescaleandbrandstrategictransition,Inbrandbuilding,withthestandardizationandmanagementofdevelopmentprojects,andbegantoimplementthenationalstandardizationoperationmode.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。,Since2007,Evergrandewillcontinuetofocusonthedevelopmentofscaleandbrandstrategy,inordertoeffectivelyimplementthisstrategyinthecountry,thestandardoperatingprocedure,promotethedomesticrapidexpansion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。,ThescaleandbrandStandardizationphaseoperationstrategy,EvergrandehasstrategicinGuangzhou,ShanghaiandTianjin,the50importantcitys,hasmorethan100projects.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。,Evergranderealestategroupfoundedin1997,priorto2004,isalocalrealestatedevelopmententerpriseslocatedinSouthernChina,totheconstructionofsmallarea,lowcost,lowprofitprojectsKyo,thelandreserveareaof6000000squaremeters.2004dopoineeringworkthetwotimesproposed,EvergranderealestategroupbeganbasedinGuangzhou,thelayoutofthewholecountry,realizerapidexpansion.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。,Evergranderealestategroupexpansionstrategy恒大的扩张战略,Especiallybetween2006and2008twoyears,Evergranderealestategroupinallpartsofthecountry,settheThamesagreatcoup,Evergranderealestategroupimperialestateblossomeverywhere,EvergranderealestategroupstrategicintoGuangzhou,Tianjin,Nanjingandsoonmorethan20city.In2008March,Hengdalandreserveareaof45780000squarekilometers,thethirdquarterof2010,upto5100playsquarekilometers,rankingfirstinthecountry,is2timesofthe170000landreserves.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。,In2010,EvergranderealestategrouphasstrategicaccesstoGuangzhou,Shanghai,Chongqingandsoonmorethan50majorcity,hasmorethan100projects.1999Guangzhourealestate10strongenterprises,to2004amongtheChinaestate10strongenterprises,thefirsthalfof2010,thesalesareaoffirst,completedthefirst10monthsof40000000000yuansalestargetaheadofschedule,thewholeyearisexpectedtoexceed50000000000yuaninsales.Andbrandvaluein2010first.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。,Theredseastrategy红海战略,EvergranderealestategrouphasbeenhighlypraisedandtheimplementationoftheRedSeastrategy.XuJiayinfromthebeginningisafirmbelieverintheredseastrategy,hisexplanationoftheredseastrategy,theslowgrowthindemandmarketspace,oncompetitors,graspthenettle,facetherealitybravely,competitivestrategy.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”,Pricewarisacommonlyusedmethodofhengda.Thefirst-layeredgardenprojectEvergranderealestategroupdevelopedin1997,calledoutwillopenspecial,specialofferwillbeappreciated,slogan,thesloganisstillinuse.Thisislethal,manyrealestateenterprisesEvergranderealestategroupsalesmarketingandcostinnoway.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。,Evergranderealestategroupcansurvivethewinterin2008,redseastrategyinwhichalsoplayanimportantrole.2008notonlysufferedsevereregulatorymeasuresagainsttherealestateofthecountry,butalsointhefinancialcrisis,Evergranderealestategroupfundingdifficulties,onceonthevergeofbankruptcy.DuringtheNationalDayin2008,Evergranderealestategrouparm,openedatthesametime,nearly20projectsofnational13city,andalongwith25%offofthecostpricesales.Themeasuresforthewithdrawalfromcirculationoffundstomakethedeadcomebacktolife,Evergranderealestategroupalsocontributed.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。,Evergandehasalwaysbeentheimplementationofqualitystrategy,focusonbrandbuilding,brandvalueintherealestatebusiness.Thefollowingwillintroduceitsbrandstrategyfromqualitystrategy，sportsmarketingandcharitystrategy.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。,BrandStrategy,TheonwerofEvergandeXuJiayinsaid,“Evergranderealestategroupsincetheestablishment,millionpeoplecametogether,upholdthequalitystrategy”.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”。,QualityStrategy,Evergandestrictlyenforcethewholeprocessqualitystandards,strictcontrolofproductquality,Evergandeproducts,suchaslayeredgarden,Evergrandeoasis,scenicPeninsularepresentsChinarealestateboutiquebenchmarking.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。,QualityStrategy,InApril24,2009,EvergandeRealestategroupspent20000000yuanregisteredthefirstoccupationvolleyballclub-GuangdongEvergrandevolleyballclub.2010youthatMarch1st,EvergandeRealestategrouponceagainattack,onehundredmillionyuaninvestmentintheGuangzhoufootball,theestablishmentoftheGuangzhouEvergrandefootballclub.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。,SportsMarketing,Evergandewithpositiveattitudeinthesportsevents,especiallyinthethreebigballinvolleyballandsoccer,andthecountryballtabletennis,thesearethepeopleareveryconcernedabouttheevents.Evergandeatinvestedheavily,alsoreceivedverygoodresults,visibilityandreputationhasbeengreatlyincreased.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。,SportsMarketing,XuJiayinisknownasthefirstSouthernpublicwelfare,forthreeconsecutiveyearswontheChinaCharityAward,wasawardedtheChinatenphilanthropists,Chinaphi