摘要
在世界经济高速发展的大背景下，中国房地产行业已经从最初的质量竞争发展到品
牌竞争的时代，房地产开发企业已经逐渐意识到自身品牌建设和采取正确品牌战略的重
要性。作为中国房地产行业支柱品牌的万科房地产公司在自身品牌建设方面取得了快速
的发展，不仅在2008年—2010年保持了中国房地产行业的品牌领导地位，同时获得了
2011年中国房地产行业典范企业的殊荣。但是随着万科房地产品牌的发展，品牌战略选
择和应用方面的问题日渐突显，如：品牌战略执行混乱、品牌定位模糊、消费群体缺乏
针对性等，这些品牌战略问题已经成为制约万科房地产品牌进一步发展的“瓶颈”。

本文通过对国内外房地产行业品牌发展现状、万科房地产品牌战略现状等方面的探
讨，以及万科房地产所处内外部环境和SWOT的细致分析，在了解顾客消费心理、分
析竞争对手优劣势的基础上，针对万科房地产品牌战略目前存在的问题提出了相应的战
略制定和实施措施。力求通过对万科房地产品牌战略的内外部环境、SWOT等方面的探
讨，构建一系列适合万科房地产的品牌战略，从而实现万科成为超级强势房地产企业的
目标。

关键词：房地产；品牌战略；战略措施
Abstract
In the background of the world’s high-speed economic development , Chinese real
estate industry has been developed from the initial quality competition time to the brand
competition, real estate development enterprise has come to realize that their own brand
construction and importance of take the brand strategy. Vanke brand construction as a pillar
of real estate, continuing to maintain brand leadership of the Chinese real estate industry in
2010, leading the company won the 2011 real estate model of the enterprise award. With the
development of Vanke brand, Vanke brand strategy problems, such as: brand positioning is
unknown, a fuzzy brand image, product strategy, lacking of specificity, a single means of
communication. And they have become the bottleneck constraints brand with further
development.
In this paper, according to the situation at china and abroad, the overall situation of the
real estate, real estate brand, size, structure, image, personality, development trends, and its
brand strategy, management and other aspects of the investigation, the strategic situation on
the Vanke industry brand, trends and problems in the discussion and analysis. For fully
understand the customer, understand the competitive strategy of the competitors are on the
basis of brand resources, combined with the Vanke brand, at this stage of the brand of Vanke’s
brand strategy analysis, and on this basis, the countermeasures for the problems, especially of
Vanke brand positioning, brand personality, brand core values, brand extension and brand
integration of communication, aim to establish a set of accurate positioning, distinctive, rich
in content, marketing, effectiveness Vanke brand strategy, in order to make Vanke become
long-term strategic objectives of the super-strong corporate brand.
Key words: Real Estate; Brand Strategy; Strategic Measures