Product Strategy Of Vanke

Vanke has been a leading real estate development company of China for many years. After twenty-five-years of development, Vanke has gradually given up their original diversification development model and focused on real estate development. Through continuously learning advanced experiences from Sun Hung Kai, Pulte, etc, Vanke has set up his own product strategy.Along with the rapid development of the city, the ever-changing customer demand, and increasing competition, Chinese real estate market becomes diversification. At the same time, other competitors have grown up rapidly in some specific market segments by their unique but popular product strategy. Therefore, Vanke meets a serious issue that how to find out a new product strategy to win the competition in the future.In this thesis, we will study on the competition of Chinese real estate market and the product of Chinese most successful real estate companies. We will classify the product strategies of the most successful real estate companies into several models and investigate how they work. At last, we try to propose a product strategy for Vanke to face the future even more serious competitive situations.