万科物业：服务转型

This case takes a Chinese leading property management company as an example to probe into possible ambiguity of industry responsibility boundary in transformation process of property industry and consequent human resources problems, including selection, cultivation and retention of talents. In this case, Vanke Property backs on a large-sized real estate company engaged in residential building. With the rapid growth of real estate development business, Vanke Property rapidly develops by leaps and bounds. However, Chinese property management industry presents service quality at varying levels. High-quality service of Vanke Property is an important selling point for Vanke Group in real estate marketing. Vanke Group makes several internal customer surveys, and finds that more than 75% of real estate buyers choose Vanke because they want to enjoy service of Vanke Property. In the context of unsatisfying staff quality and poor serve awareness, there are many challenges for Vanke Property to improve service quality, including ethics and legal compliance involved with service, staffs’ quality improvement and quick adaption in ways of thinking.