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北京锡恩企业管理顾问公司 Zion Consulting Confidential 祥见Lennar的双营销模型 Lennar 的业务管理：双市场营销策略 双市场营销战略给Lennar带来了伟大的力量和机会。 “应有尽有”项目提供了超值的住房购买过程，同时“设计工作室”给客户充足的机会量身定制自己的住房。 在双市场营销策略社区内，两个模式并存、独立并且高效率地运作，同时也是面对面、一对一地进行良性竞争。 ei ds 设计工作室 给否放着提供选择各种风格的机会 通过客户的设计来生产 应有尽有 为客户提供简洁和价值 个性化而不是定制化 有效的生产周期 竞争对手在同一社区范围内竞争 通过市场占有率提高获得土地吸收率 高回报的固定资产投资率 面对面的竞争往往产生市场无效的竞争造成公司收入下降； 但是Lennar通过卖出更多的住房、获取更有价值的土地资源来提高固定资产的投资回报。 同时扩大Lennar的市场占有率。 * CEO e-Strategy Interview Framing An e-Strategy Mark OBrien President and COO Pulte Corporation It may be possible to build a house without a blueprint, especially for an experienced builder if he has built a similar structure before. He knows what it will look like, what materials to use, what its likely to cost, and what kinds of problems he may run into. While it can be done, its certainly not the most intelligent way to build a house. Unfortunately a lot of companies have tried to do the same thing with their Internet initiatives with disastrous results - cost overruns, overlapping applications and projects that seem to go on endlessly. The fundamental differences between the house and the Internet are that there are no proven Internet models for the business. No ones ever built one like it before. No one knows what it should look like, how long it will take, what problems will be encountered, what it will cost - and most importantly whether it will do whats needed to support the business strategy. Pulte Corporation had been quite involved in the Internet over the past three-plus years , implementing a reasonably well-developed plan. Yet early in 2000, the people at Pulte - a major national homebuilder that does use blueprints to build their houses - saw that the time had come to design a comprehensive blueprint for an Internet strategy that would fully support their business strategy. They elected to use DPIs e-Strategy Process to do it. But lets step back a bit in time to see how they arrived at that conclusion. Building The Business Strat