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论文编号：	5003
作者编号：	2220110859
上传时间：	2013/2/27 10:08:44
中文题目：	万科物业经营模式研究
英文题目：	Research onVankeProperty''sOperationModel
指导老师：	王迎军
中文关键字：	万科物业连锁经营顾客界面商业模式
英文关键字：	Vanke Property; Chain operation; Customer interface; Business model
中文摘要：	本论文以万科物业商业模式及其转型为背景，经过近一年的数据分析、整理和研究，以商业模式画布模型、顾客价值理论、顾客界面理论和连锁经营理论为基础，通过比较研究、文件归纳、演绎推理等研究方法，深入分析了万科物业的连锁经营模式，并提出相对应优化策略。在万科物业的传统商业模式中，通过委托代理关系建立了不断扩张和稳定增长的连锁经营模式，并在此基础上形成了标准化的组织架构、质量控制方法、供应商管理机制和价值实现方式；但由于收入结构单一，又受政府指导价机制影响，经营收入上升空间受限。随着社区居民生活需求的变化，万科物业需要从传统商业模式中突破，实现新的价值主张，并通过新的商业运营模式增加企业经营收入并满足客户需求的转变。新商业模式中，万科物业对连锁经营的顾客界面进行了优化，其产品设计、价格机制、收入构成、品牌管理和成本控制过程也随之发生了显著的变化，需要通过连锁经营的关键控制要点进相应调整和优化，以实现利润的稳定增长。论文首先对研究的背景、内容、方法、目的和意义进行了阐述，回顾了连锁经营的相关理论。其次，对万科物业的发展历史和经营现状进行了论述分析。第三，对万科物业连锁经营的商业模式进行了表述，描述了万科物业传统商业模式的利润链，提出了传统商业模式连锁经营过程中存在的问题。第四，对万科物业新商业模式的顾客界面优化进行了探索研究，着重从连锁经营的产品策略、价格策略、品牌形象管理策略和信息管理策略四个方面进行了分析。最后，得出万科物业新商业模式下的连锁经营策略结论，并对未来发展进行了展望。
英文摘要：	In the present paper, the author deeply analyzes Vanke property chain operation model and puts forward some corresponding optimization strategies throughout nearly one year’s data collection in the background of Vanke property business model and its transformation. Based on the business model canvas model, customer value theory, the theory of customer interface and chain operation theory, this paper contains several research methods such as comparative study, file consolidation, deductive reasoning and so on. In Vanke’s traditional business model, the chain operation model was steadily increasing and continuously expanding with the help of agency relationship, based on which standardized organization, quality control methods, supplier management mechanism and value implementation were formed. However, as the result of single revenue structure and government guidance price mechanism, the rise of income was restricted. With the change of the demand for community living, Vanke property needs a breakthrough from the traditional business model to realize new value proposition and meet customer demand changes through new business model. Vanke property optimized customer interface of chain operation in its new business model, as a result, the design of its products, the price mechanism, the constitute income; brand management and the cost control process were also greatly changed. Therefore, it is wise for us to recognize some key points on chain operation in order to achieve steady growth in profits. This dissertation firstly describes the background, methods, content and significance of the research then reviews some relevant theories. Secondly, the author analyzes the history of Vanke property and its operating status. Thirdly, some existing problems in Vanke property’s chain operation model are also analyzed. Moreover, the author analyzed Vanke property’s optimized customer interface in the following four aspects, namely, product strategy, pricing strategy, brand management strategy and information management strategy. Finally, Vanke property’s chain operation strategy in new business model can be summarized.
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