精品文档---下载后可任意编辑万科企业产品战略剖析的开题报告【摘要】本文通过对万科企业的产品战略进行剖析，以期为企业产品战略的讨论提供新的思路和实践案例。本文首先介绍了万科企业的概况和进展历程，然后分析了万科企业的产品线，包括住宅、商业、文化旅游等。接着，本文对万科企业的产品定位、产品创新、渠道建设以及品牌战略等方面进行了深化的探讨与分析。最后，本文总结了万科企业产品战略的成功经验及其启示，指出今后企业在制定产品战略时需注意的问题。【关键词】万科企业；产品战略；产品定位；产品创新；渠道建设；品牌战略【Abstract】This paper analyzes the product strategy of Vanke, aiming to provide new ideas and case studies for the research of enterprise product strategy. Firstly, this paper introduces the profile and development history of Vanke. Then, the product line of Vanke is analyzed, including residential, commercial, cultural tourism, etc. Afterwards, this paper explores and analyzes the product positioning, product innovation, channel construction, and brand strategy of Vanke in depth. Finally, this paper summarizes the success experiences and inspirations of Vanke's product strategy, and points out the problems that need to be paid attention to in the future when formulating product strategy.【Key words】Vanke; product strategy; product positioning; product innovation; channel construction; brand strategy【章节目录】一、讨论背景和意义二、万科企业概况及进展历程2.1 企业概况2.2 进展历程三、万科企业产品线分析精品文档---下载后可任意编辑3.1 住宅3.2 商业3.3 文化旅游四、万科企业产品定位分析4.1 高端大气上档次4.2 城市进展的关键所在4.3 以人为本五、万科企业产品创新分析5.1 以需求为导向5.2 改变传统模式5.3 竭力追求卓越六、万科企业渠道建设分析6.1 实地考察6.2 建立销售队伍6.3 开拓新渠道七、万科企业品牌战略分析7.1 品牌定位7.2 品牌传播7.3 品牌维护八、总结与启示参考文献
