Vanke Co., Strategic Analysis,

Strategy is the way to win. After more than twenty years of development, Vanke has made eye-catching achievements which rely on a successful strategic thinking and strategic decision-making. Product strategy is an important part of strategy management in the real estate business. The choice of product strategy for a real estate enterprise is critical. Product strategy not only to guide the project planning, design, units research, markets promotion, but also affect the model of project development, land reserve, and even the model of brand publicity and corporation self development.This article intend to make an in-depth understanding and research through the development process of Vanke product strategy, hope it can be positive reference for many small and medium-sized real estate enterprises in their product strategy and corporate development.The full text is divided into five chapters. The first chapter is the introduction, describes a brief history of Vanke development, the paper studies, the purpose and significance, as well as research methods and the framework of paper. The second chapter use PEST analysis model to analyze macroeconomic environment, and review the real estate policy of china in recent years. Chapter III, is the analysis of real estate industrial competition, adopt Porter's five forces model theory to analyze the competitive environment of real estate industry in our country. At the same time expatiate to the product strategy of craft brother in the real estate industry. Chapter IV is the discussion of Vanke product strategy, make a comprehensive expatiation and exploration of total quality management, product industrialization, development, innovation, product line management and leading product and marketing strategy of Vanke product strategy.Chapter V is the summarization of Vanke product strategy. Analyze the three basic strategy, difference, cost leading and concentration, those are adopted for the successful Product strategy of Vanke, Expatiate the inspiration from the Vanke product strategy.